Cosmetics market in Japan - Statistics & Facts

Japan is one of the world’s leading markets for cosmetics products. The domestic beauty industry generated a revenue of over 36 billion U.S. dollars in 2017. Within the Japanese cosmetics market, skin care products are dominating, accounting for a market share of almost 50 percent.

Japanese consumers value high quality products and state-of-the-art technologies when purchasing beauty goods. Therefore, dermatological cosmetics, brands involving doctor-researched and developed products, and recommended at medical facilities register surging sales in Japan.

While the ageing population in Japan is seen as a detriment within the beauty industry, it has been proving to be an advantage for some companies which develop specific brands and products to address age-related concerns. Besides anti-aging products, tourism demand is also supporting growth due to rising numbers of foreign consumers readily spending their money on Japanese brands when visiting the country.

The health and sustainability awareness of Japanese consumers adds to the steady growth of natural and organic beauty products in Japan, following a general trend towards more conscious and wellness-related purchasing decisions.

When it comes to retail, Japanese consumers discover beauty and personal care products mainly through drugstores, but also by visiting department stores, online shops or via door-to-door sales. Aesthetic salons are another popular sales channel and promotion tool for beauty-related products and services, catering not exclusively to women, but also specializing in male grooming.

Leading Japanese cosmetics groups are regularly listed as some of the top global beauty manufacturers, including companies such as Shiseido, Kosé or Polar Orbis Holdings, all operating on a multitude of successful sub-brands in Japan and abroad.

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