The Japan men’s skincare market is poised to register a valuation of USD 472.6 million in 2025. The industry is slated to grow at 9.8% CAGR from 2025 to 2035, witnessing USD 1,203.5 million by 2035. The market is growing owing to a convergence of changing society attitudes, the rising awareness for personal grooming, and growing emphasis on self-grooming amongst men.
Previously, skincare had commonly been associated with the female population, but since recent years, men's consumer behaviors have changed notably with more and more men starting to care for their skin health. The rising consciousness regarding the need for healthy skin has fueled demand for products especially designed for men's skin.
The rise of social media and digital platforms is also a chief factor driving the industry. Men are getting increasingly exposed to skincare regimens and product suggestions on social media, beauty bloggers, and online forums.
These websites have been instrumental in demystifying the use of skincare products among men and have created a culture where male consumers are willing to buy and use a range of skincare products, from cleansers to moisturizers and anti-aging serums.
In addition, as Japan's aging population increases, there has been an increase in men looking for skincare products to prevent and treat signs of aging. Anti-aging products, for example, are gaining appeal among Japanese men who are increasingly concerned with looking younger and treating skin issues like wrinkles, dryness, and dullness.
In addition, brands are now creating skincare products that cater to men's tastes, including streamlined, multi-purpose products that are easy to apply and not too complicated. This personalized approach, along with the increased focus on looks and well-being, ensures that the Japanese men's skincare industry is among the most rapidly growing segments of the beauty and personal care industry.
| Metrics | Values |
|---|---|
| Industry Size (2025E) | USD 472.6 million |
| Industry Value (2035F) | USD 1,203.5 million |
| CAGR (2025 to 2035) | 9.8% |
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In the Japan men's skincare market, trends differ by end-use segment, with different preferences and buying habits surfacing in different categories. One of the key trends is the increasing demand for anti-aging products, especially among older men and working professionals who are becoming more conscious about the need to look young.
Products that address wrinkles, fine lines, and skin elasticity are becoming increasingly popular. This sector is also picking up on increasing knowledge regarding sun protection, and the use of sunscreens as well as SPFs in skin care products as must-haves for daily grooming routines.
The younger industry, particularly men in their 20s and 30s, is more inclined towards skin products that show immediate effects, such as cleansers, moisturizers, and solutions for acne treatments. Digital channels have a big impact on Millennials and Gen Z consumers, and most are looking for convenient-to-use products that suit their active lifestyles.
These consumers are convenience-oriented with a definite preference for multi-product formats that integrate cleansing, moisturizing, and sun protection into a single product. This focus on simplicity, efficacy, and convenience has driven the growth of multi-product skincare products aimed at young male consumers.
The second trend in the industry is the growing demand for natural and organic ingredients. More and more men are becoming aware of the products they apply, and there is a preference for those without harsh chemicals, parabens, and artificial fragrances. This trend is especially prominent among health-oriented consumers who are positioning their skincare routines around larger wellness movements.
Therefore, there has been a significant increase in clean and sustainable brands targeting younger and older male consumers who are becoming ever more conscious about ingredient transparency and environmentally friendly packaging. The industry is led by a multi-faceted set of preferences and buying behaviors, with every segment prioritizing various aspects of skincare, including effectiveness, convenience, and sustainability.
Between 2020 and 2024, the Japan men's skincare market has experienced strong changes led mainly by shifting consumer perceptions and a changing attitude towards male grooming. Perhaps the biggest change is growing acceptance of skincare as an everyday aspect of men's grooming habits.
Skincare has historically been a field largely dominated by women, but now, during this time, men have been more active about taking care of themselves due to increasing awareness about skin health. The COVID-19 pandemic also contributed to this shift, with people in general, including men, paying greater attention to self-care and wellness while staying indoors more.
Looking ahead to 2025 to 2035, the Japan men's skincare market is expected to continue to grow, supported by a number of key trends. One significant trend that will gather pace is further movement towards more personalized skincare.
Technological progress, including AI-based skin analysis and tailored formulations, will enable brands to provide bespoke skincare solutions that are geared to meet individual skin types, issues, and personal tastes. The emphasis on personalization will also likely produce more specialized products and build consumer loyalty as men seek skincare regimens that work for their specific requirements.
Comparative Industry Shift Analysis 2020 to 2024 vs. 2025 to 2035
| 2020 to 2024 Industry Shifts | 2025 to 2035 Industry Shifts |
|---|---|
| Between 2020 and 2024, there was a strong growth in the embracement of skincare among men, fueled by shifting social values and greater awareness of skin wellness. Men took a more active interest in their grooming practices. | In the years to come, the industry will observe a surge in personalized skincare products. The development of AI and skin analysis technologies will enable brands to provide tailored products and treatments based on specific skin types and issues. |
| With men's preference for convenience, skincare products for men increasingly turned multi-functional to meet the demand for ease in daily use. Products that provide multiple benefits, including cleansing, moisturizing, and sun protection, became highly popular. | Anti-aging products will be even more advanced, employing newer ingredients such as stem cell technology and biotechnology. With the increasing number of aging males, anti-aging skincare solutions will be highly sought after, providing long-term benefits for preventing signs of aging. |
| The online shopping industry and beauty influencers significantly expanded the e-commerce business as they were among the principal drivers in spreading information about skincare and persuading men to buy products. | Skincare will be more closely associated with general well-being and fitness. Brands will introduce products meant for post-exercise recovery, stress management, and protection for the skin as the association between skincare and health-conscious living expands. |
| With consumers getting more aware about ingredients and sustainability, there was a significant change towards natural, organic, and environmentally friendly products. Clean beauty products gained huge momentum, and the trend continues to grow, with brand s producing formulas without harsh chemicals. | Sustainability and morality will be the prominent trend , with brands implementing environmentally friendly packaging, sustainable procurement of ingredients, and cruelty-free standards. |
The risk factor is the highly competitive nature of the skincare business. With the industry expanding, more local as well as international brands are coming in to compete, with numerous products available catering to men's skincare requirements. This increased competition may create price wars, depleting profit margins for mature brands.
Additionally, the emergence of direct-to-consumer (DTC) brands and online platforms has grown competition, as new players can use social media and influencer marketing to quickly gain traction with younger male consumers. The increasing number of options may confuse consumers, resulting in problems in decision making and potentially slowing down overall industry growth.
Face washes and cleansers are the best-selling skincare products for men in Japan, simply because they are the base of any skincare regimen. Japanese men's busy lifestyle, particularly among younger consumers, has generated high demand for easy, effective, and quick skincare routines.
Face washes contribute to men's ability to achieve clear and clean skin by detaching impurities, oils, and pollutants picked up during the day, very important in towns with high environmental pollution. The face wash has become a normal part of everyday life. Most products in this category are produced in oil-free or combination skin types, something prevalent among Japanese men.
Creams and moisturizers are also best-sellers in Japan, with increased interest among Japanese men. Japan's climate, which can be cold and dry in winter or hot and humid in summer, necessitates products that will preserve skin moisture balance all year round. Specifically, moisturizers counteract dryness that tends to follow cleansing or shaving and are thus a necessary component of a skincare routine.
Men, particularly in their 30s and 40s, are now looking for moisturizers that will help maintain their healthy skin and fight early aging. The increasing popularity of light, non-greasy products has also resulted in an increase in demand for moisturizers designed specifically for men's skin.
Conventional men's skincare products, which usually consist of a combination of synthetic and natural ingredients, are more commonly available in Japan. These products are greatly preferred because they are effective, inexpensive, and widely available in physical and online outlets.
They skincare products usually blend proven, high-performance ingredients such as hyaluronic acid, salicylic acid, and retinol, which have been relied upon for years to solve common skincare issues such as acne, oil control, and anti-aging.
Japanese men, particularly beginners when it comes to skincare, are likely to be drawn towards these products due to the presence of established companies with excellent reputations for quality. These products also have a greater level of variety and prices, thus reaching a large segment of the population. Moreover, traditional skincare products are often advertised with noticeable results, and therefore they become a convenient option for consumers who want overnight fixes for their skin issues, for instance, dryness or razor burn.
The men's skincare industry in Japan is a vibrant mix of big multinationals and specialist niche players, all with a wide range of products to meet various consumer requirements. Large multinational players like Kao Men's Bioré, Rohto Oxy, and Clinique Laboratories lead the industry with their established brands, extensive distribution networks, and successful products.
These brands address the mass industry with accessible and effective skincare products for addressing a broad range of issues, including oil control, acne, and anti-aging. At the same time, niche players such as Susanne Kaufmann Company, Scotch Porter, and Dr.Bronner's Company specialize in organic and premium skincare products, targeting an expanding base of Japanese men who are increasingly aware of what goes into their products and their impact on the environment.
These companies target men seeking natural, sustainable, and ethically produced skincare products. Though their industry share is smaller, their products are prized for their high quality and dedication to clean beauty.
Company Name: Estimated Industry Share (%)
| Company Name | Estimated Industry Share (%) |
|---|---|
| Bulk Homme | 8-10% |
| Kao Men's Bioré | 10-12% |
| Rohto Oxy | 7-9% |
| Mandom | 5-7% |
| Clinique Laboratories | 6-8% |
| Kiehl's LLC | 4-6% |
| Susanne Kaufmann Company | 1-2% |
| Lancôme Company | 2-4% |
| Galderma Laboratories L.P. | 3-5% |
| Aveda Corporation | 3-4% |
| Emami Limited | 2-3% |
| Dr. Bronner’s Company | 1-2% |
| Scotch Porter Company | 1-2% |
| Company Name | Key Offerings/Activities |
|---|---|
| Bulk Homme | Bulk Homme specializes in offering a series of simple, yet effective skincare items, including cleansers, moisturizers, and serums, that are specially designed for men's skin, emphasizing daily skincare habits. |
| Kao Men's Bioré | Kao Men's Bioré specializes in highly budget-friendly skincare solutions, including face washes, moisturizers, and sunscreens, addressing young to middle-aged men with an emphasis on oil control and clarity. |
| Rohto Oxy | Rohto Oxy offers low-cost, effective skincare products targeting acne and oil control for younger consumers interested in blemishes and oily skin. |
| Mandom | Mandom is a popular brand that produces extensive skincare and grooming lines, from cleansers to shave products, for men who want convenience and low cost. |
| Clinique Laboratories | Clinique presents high-end men's skincare products with attention to sensitive skin. The company features dermatologically tested, fragrance-free formulations ideal for skin problems such as dryness and irritation. |
| Kiehl's LLC | Kiehl’s offers quality, high-end skincare products for men, including cleansers, anti-aging, and moisturizers, distinguished by natural ingredients and luxurious feel. |
| Susanne Kaufmann Company | Susanne Kaufmann specializes in premium organic skincare products, providing botanically based formulations for men who value sustainability and natural ingredients in their skincare. |
| Lancôme Company | Lancôme’s men' s skincare range targets elderly male consumers seeking anti-aging and hydrating products through the use of sophisticated formulations to target specific skincare issues. |
| Galderma Laboratories L.P. | Galderma has a reputation for clinical skincare for men with skin issues like acne, rosacea, and other skin conditions necessitating special treatments. |
| Aveda Corporation | Aveda distributes a variety of organic and eco-friendly men's skincare products based on natural ingredients, sustainability, and holistic wellbeing in skincare procedures. |
| Emami Limited | Emami is known for budget men's skincare products designed to calm, moisturize, and revitalize the skin, providing creams and lotions for diverse skin types. |
| Dr. Bronner’s Company | Dr. Bronner’s is dedicated to organic and natural skincare, with products such as body washes and lotions targeting environmentally friendly male shoppers. |
| Scotch Porter Company | Scotch Porter offers high-quality grooming products, such as beard care, hair care, and skincare, with a heavy focus on organic ingredients and customized solutions for men. |
The Japanese men's skincare industry is highly competitive, with both multinational and niche players playing important roles. Multinational players such as Kao Men's Bioré, Rohto Oxy, and Clinique Laboratories are industry leaders because of their extensive reach, low-cost products, and brand reputation.
These brands cater to the mass industry by offering efficient skincare solutions at competitive prices, meeting the demands of a broad consumer base. Conversely, niche brands like Susanne Kaufmann, Scotch Porter, and Dr.Bronner's are making inroads by providing high-quality, natural, and organic skincare products.
These brands resonate with an increasingly large segment of consumers who care more about ingredient transparency, sustainability, and ethical practices. While their industry share is less compared to big players, they are building a loyal customer base by emphasizing premium products and an eco-friendly approach to skincare.
The industry is expected to reach USD 472.6 million in 2025.
The industry is projected to witness USD 1,203.5 million by 2035.
The industry is projected to witness 9.8% CAGR during the study period.
Cleansers & face wash products are majorly bought.
Leading companies include Bulk Homme, Kao Men's Bioré, Rohto Oxy, Mandom, Clinique Laboratories, Kiehl's LLC, Susanne Kaufmann Company, Lancôme Company, Galderma Laboratories L.P., Aveda Corporation, Emami Limited, Dr. Bronner’s Company, and Scotch Porter Company.
In terms of product type, the industry is divided into cleansers & face wash, facial scrubs & polishes, moisturizers & creams, serums, oils, & treatments, shave care, sunscreen, and others.
With respect to sales channel, the industry is classified into discount stores, drug stores & pharmacies, multi-brand stores, online retailers, salon/grooming clubs, specialty stores, supermarkets/hypermarkets, and other sales channels.
In terms of skin type, the industry is divided into combination skin, dry skin, normal skin, oily skin, and sensitive skin.
On the basis of source, the market is bifurcated into organic and conventional.
Based on price range, the industry is classified into economy, mid-range, and premium.
Based on region, the market is classified into Kanto, Chubu, Kinki, Kyushu & Okinawa, Tohoku, and the rest of Japan.
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Japan Men's Skincare Market
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