Nina Jobst
Research expert covering South Korea
Men's beauty in Japan - statistics & facts
The preconception that men neither need nor want a beauty routine is crumbling in Japan. Basic personal care used to be the sole focus of men’s grooming habits, but the focus of the men's cosmetic market is shifting from maintaining to improving appearances. While the personal care market shows a more balanced focus between products marketed to men or and those marketed to women, the cosmetics market is carried by brands targeting female audiences. However, domestic beauty manufacturers are turning their focus toward men for unexplored and emerging marketing opportunities amid a changing mindset.
