FUKUOKA - Japan’s men’s beauty market is experiencing rapid growth, reaching 972 billion yen in 2024—an increase of 58.7 billion yen from the previous year—according to a survey by Hot Pepper Beauty. The market, once considered a niche segment, is now being driven by a growing awareness among men of all ages about skincare, grooming, and appearance.
This shift is largely attributed to changes brought on by the COVID-19 pandemic. As remote work and video conferencing became widespread, many men began seeing their own faces on screen more frequently, prompting greater concern about skin texture, wrinkles, and overall appearance. Skincare and grooming, once viewed as exclusively feminine, have increasingly been adopted as essential elements of male hygiene and self-presentation.
The trend is especially visible in the increased popularity of simple and accessible beauty routines, such as facial masks and eyebrow styling. Eyebrow grooming, in particular, has gained attention for its ability to significantly alter one’s facial impression with minimal effort. Beauty salons report a sharp rise in male clientele, especially among men in their late teens to late 40s. At some salons, men now account for up to 30% of all customers, a notable jump from just one or two male clients per month a year earlier.
Interviews with consumers reveal a generational shift in attitudes. Younger men report using a range of products, including lotion, facial masks, foundation, and eyebrow tattoos, and say they receive more compliments on their appearance. Older men are more selective, with many limiting their skincare to moisturizing or facial cleansing. Nonetheless, many acknowledge feeling the benefits of even basic grooming.
Women, too, have responded positively. Across age groups, women say that men who take care of their appearance appear cleaner, more attractive, and more confident. Many view skincare and grooming as a natural and welcome part of modern masculinity.
Japan’s rising interest in men’s beauty is further supported by regional trends. In Fukuoka, for instance, average monthly spending on men’s skincare ranks third among Japan’s major urban areas. Analysts suggest that this may be linked to the region’s relatively youthful population and sensitivity to South Korean beauty trends.
With shifting social norms, increased visibility, and growing product accessibility, men's beauty is no longer seen as a niche or youth-only movement. It is becoming a defining element of grooming and personal care across generations.
Source: RKB毎日放送NEWS
