Cosmetics market in Japan - statistics & facts
“Less is more” is the motto of J-beauty, one of the world’s largest cosmetics markets. Japan is home to multinational cosmetics enterprises that tap into traditional know-how and modern technology to innovate beauty routines. The main target groups are female consumers, but submarkets like men’s beauty are growing rapidly amid changing perceptions of beauty ideals. This has become the foundation of gender-neutral cosmetics brands, while men have become more willing to use cosmetics products regardless of a brand’s target groups. The status quo is further shaken up by imported beauty trends, that force J-beauty to go with the time.
Korean skincare had a significant impact on Japan’s cosmetics market, but domestic brands persisted as the undisputed leaders. However, they must continue to innovate and cater to trends, with organic and natural cosmetic brands in the focus amid trending keywords like sustainable beauty routines.
Japanese cosmetics giants
Japanese cosmetics are split into two main categories: general cosmetics and stricter regulated quasi-drugs like medicated cosmetics that can advertise functional claims on the packaging, including anti-aging, skin-lightening, and protective skincare effects. These strict regulations benefit the image of J-beauty products, which are valued for their high quality and product safety in the global market. Market leaders like Shiseido, Kao Corporation, and Kosé Corporation are particularly represented in the prestige segment, while they cater to the mass and high-prestige segments through their extended brand portfolios in the domestic market. Emerging brands aim for the lower price segments, in which they further compete with private labels.Skincare is the backbone of J-beauty
Beauty products form a trillion Japanese yen market, with strong high- and mid-priced segments. Although J-beauty routines focus on the usage of a few products to improve or maintain the physical appearance, the market does not lack product variations. Skincare is by far the largest cosmetics segment, owing to products that are also widely in use in daily personal care routines. While domestic brands enjoy consumers’ trust and consolidate J-beauty in the market, prestige brands from France and K-beauty trends are prominent in the cosmetics import market that influence modern beauty routines.Trends in beauty routines
Shiny, moisturized skin that gives the face a healthy glow and shows only a subtle use of beautifying cosmetics is characteristic of J-beauty. With the boom of K-beauty in the last decades, J-beauty has incorporated concepts of the imported trend into traditional beauty ideals. Ingredients like sake lee, green tea, and seaweed remain popular traditional ingredients. Sun protection is the baseline of skincare throughout the year, while moisture retention of the skin is a major challenge during the winter season.Korean skincare had a significant impact on Japan’s cosmetics market, but domestic brands persisted as the undisputed leaders. However, they must continue to innovate and cater to trends, with organic and natural cosmetic brands in the focus amid trending keywords like sustainable beauty routines.
