News Men’s beauty market surges to ¥972bn

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.

Click to expand...