In fiscal year 2021, the men’s beauty market was valued at around 202.5 billion Japanese yen. The market was recovering slowly from the shrinkage during the height of the coronavirus pandemic and was forecast to reach 215.8 billion yen in 2023. The men’s beauty market includes grooming and cosmetics products, electric appliances, and services like barbers and salons.
Men’s cosmetics
The men’s cosmetics segment is the largest within the male beauty market in Japan, valued at close to 160 billion yen. Including necessities for personal care, shaving, and skincare, the market has been experiencing a continuous growth trend in recent years. Beauty companies are exploring new market opportunities by developing brands that exclusively target male consumers in marketing. While not the leading beauty brand in Japan, Mandom’s “Gatsby” reportedly emerged as a leader within the men’s cosmetics segment, outperforming industry leaders like Shiseido and Kao. Especially younger people, who show a high adoption rate of skincare practices, are driving the momentum in Japan, as the opinion on men’s skincare is changing.
Men’s beauty services
The beauty service segment is carried by the barber shops market, which male patrons prefer over beauty parlors in Japan for a haircut. Other beauty services like massages and nail care are rarely sought after compared to female consumers. To make them more attractive to the male audience, new-style salons with barber licenses are emerging in Japan. By combining the hair and beard grooming services of traditional barbers with treatments commonly associated with salons, businesses are aiming at capitalizing on the slumbering segment.
Market size of men's beauty products and services in Japan from fiscal year 2018 to 2021 with a forecast until 2023
(in billion Japanese yen)
fiscal years 2018 to 2021; the Japanese fiscal year starts on April 1 of each stated year and ends on March 31 of the following year
Supplementary notes
*Projection.
**Forecast.
The market consists of the shipment value of men's grooming products, men's beauty appliances, and men's wet shaving at manufacturers as well as the sale of men's aesthetics and new wave barbers at businesses. New-wave barbers refer to salons of stylists with barber's license, who offer value-added services like facial and nail-care treatments next to haircut and shaving services.
100 Japanese yen equal 0.66 U.S. dollars or 0.61 euros as of April 2024.
Values have been rounded.
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Yano Research. (June 19, 2023). Market size of men's beauty products and services in Japan from fiscal year 2018 to 2021 with a forecast until 2023 (in billion Japanese yen) [Graph]. In Statista. Retrieved December 07, 2024, from https://www.statista.com/statistics/1412926/japan-men-beauty-market-size/
Yano Research. "Market size of men's beauty products and services in Japan from fiscal year 2018 to 2021 with a forecast until 2023 (in billion Japanese yen)." Chart. June 19, 2023. Statista. Accessed December 07, 2024. https://www.statista.com/statistics/1412926/japan-men-beauty-market-size/
Yano Research. (2023). Market size of men's beauty products and services in Japan from fiscal year 2018 to 2021 with a forecast until 2023 (in billion Japanese yen). Statista. Statista Inc.. Accessed: December 07, 2024. https://www.statista.com/statistics/1412926/japan-men-beauty-market-size/
Yano Research. "Market Size of Men's Beauty Products and Services in Japan from Fiscal Year 2018 to 2021 with a Forecast until 2023 (in Billion Japanese Yen)." Statista, Statista Inc., 19 Jun 2023, https://www.statista.com/statistics/1412926/japan-men-beauty-market-size/
Yano Research, Market size of men's beauty products and services in Japan from fiscal year 2018 to 2021 with a forecast until 2023 (in billion Japanese yen) Statista, https://www.statista.com/statistics/1412926/japan-men-beauty-market-size/ (last visited December 07, 2024)
Market size of men's beauty products and services in Japan from fiscal year 2018 to 2021 with a forecast until 2023 (in billion Japanese yen) [Graph], Yano Research, June 19, 2023. [Online]. Available: https://www.statista.com/statistics/1412926/japan-men-beauty-market-size/