Society More Japanese men adopt makeup amid rising influence of K-beauty

More men in Japan resort to cosmetics as part of their daily grooming. Skin care comes first. Some use light makeup to keep their complexion even and give the face a healthier tone. The shift appears tied to several currents. Attitudes toward appearance changed during the COVID-19 pandemic, when video calls placed faces under constant scrutiny. At the same time, South Korea's beauty industry — often grouped under the label K-beauty — gained a stronger foothold in Japan. Together, these influences have nudged men toward greater attention to their appearance, while the social climate around male cosmetics has gradually become more accepting.

Shiyu Miyazaki, 27, works in corporate sales at Japan Tobacco Inc. He wears makeup both at work and in private. His aim is a natural look without excess. He starts with a makeup base that also acts as sunscreen and brightens the skin. Brown eyebrow mascara follows, chosen to match his hair colour. A touch of red gloss finishes the routine, bringing out the colour of his lips.

Miyazaki became interested in cosmetics about two years ago. Seeing men wearing makeup on TV and social media made him feel they were "paying attention to their appearance." Wanting to look good himself, he researched makeup techniques by watching YouTube and exchanging information with female friends. [...] Miyazaki's focus is on his skin. He has had his thick facial hair removed and emphasises moisturising to keep his skin hydrated. To maintain good skin condition, he avoids greasy foods and alcohol. He cites South Korean male idols, known for their glossy skin makeup, as his models. Last year, he travelled to South Korea with "beauty" as his goal.

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How does society view men who wear makeup? A 2024 survey by research firm Intage Inc. offers a rough gauge. The company questioned 5,000 people aged 15 to 79 about men's skin care and cosmetics. About 60% said they viewed the trend favourably. Negative responses accounted for less than 10%, a pattern that held across age groups and genders. The figures suggest that resistance has softened. As acceptance spreads, the market for men's cosmetics may expand further. Over time, the idea that men should keep a bare face could come to seem dated.

I'm pretty happy with my morning routine. If I don't eat breakfast I can be comfortably ready in 30 minutes. No interest in adding cosmetics to the mix.

Miyazaki's focus is on his skin. He has had his thick facial hair removed and emphasises moisturising to keep his skin hydrated. To maintain good skin condition, he avoids greasy foods and alcohol.

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I knew that smoking affects your skin health, but I didn't know that alcohol has adverse dermatological effects, too:

1. Dehydration

Alcohol is a diuretic, meaning it increases fluid loss through urine. Reduced hydration can lead to:

• dull or dry skin
• more visible fine lines
• impaired skin barrier function
• slower wound healing

This effect is often noticeable the next day after drinking.

2. Vasodilation (facial redness)

Alcohol causes blood vessels in the skin to dilate. This can produce:

• facial flushing
• persistent redness
• worsening of conditions such as Rosacea

Repeated vasodilation can eventually contribute to visible capillaries (telangiectasia).

3. Inflammation

Alcohol promotes systemic inflammatory responses, which may aggravate several skin disorders, including:

• Acne vulgaris (indirectly through hormones and inflammation)
• Psoriasis
• Seborrheic dermatitis

Inflammation can also increase redness and sensitivity.

4. Hormonal and metabolic effects

Alcohol can alter blood sugar, insulin response, and hormone balance, which can indirectly affect:

• oil production in the skin
• acne flare-ups
• collagen breakdown over time

Heavy long-term drinking also increases oxidative stress, which may accelerate skin ageing.

5. Sleep disruption

Alcohol fragments sleep cycles. Poor sleep reduces skin repair and collagen production, which can contribute to:

• dull complexion
• puffiness
• slower recovery from irritation

6. Allergic or sensitivity reactions

Some people react to specific components of alcoholic beverages such as:

• histamines (especially in red wine)
• sulfites
• fermentation by-products

These can trigger flushing, itching, or rashes in susceptible individuals.

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mdchachi said:

I'm pretty happy with my morning routine. If I don't eat breakfast I can be comfortably ready in 30 minutes. No interest in adding cosmetics to the mix.

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Same here. I do keep my skin hydrated, though.

thomas said:

I knew that smoking affects your skin health, but I didn't know that alcohol has adverse dermatological effects, too:

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Alcohol is a metabolic poison, so it'll effect all bodily systems!

thomas said:

Same here. I do keep my skin hydrated, though.

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Yes, me too and these days they tend to have SPF at some level. Camelia oil on the hands is good for removing that 'tight skin' feeling.

But make up? After attending a few 'Vicars & Tarts' parties in my time, I find foundation and eyeliner etc, very uncomfortable and 'claggy' on the skin. I never knew vicars even wore make up

mdchachi said:

I'm pretty happy with my morning routine. If I don't eat breakfast I can be comfortably ready in 30 minutes. No interest in adding cosmetics to the mix.

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I do like to scrub with those rough nylon 'tenugui' you get in Japan; exfoliation.