News Men’s beauty market surges to ¥972bn

[thomas]

Japan's men's beauty market is experiencing rapid expansion, with its value reaching 972 billion yen in 2024—an increase of 58.7 billion yen from the previous year—according to a survey conducted by Hot Pepper Beauty. Once seen as a niche sector, the market is now gaining momentum as men across different age groups become increasingly conscious of skincare, grooming, and their overall appearance.

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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.

Men’s Beauty Market Rapidly Expands to 972 Billion Yen

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...

newsonjapan.com

 

[Ukigumo]

I wonder if there's a link between this behaviour and the decline in Japan's population? A bit of rouge on the cheeks is all the samurai used for when a night of heavy drinking had dulled their complexions.

Come on, lads, the girls prefer real men; lumberjacks, steelworker and university academics (neuroscientists in particular)