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In fiscal year 2021, the men’s beauty market was valued at around billion Japanese yen. The market was recovering slowly from the shrinkage during the height of the coronavirus pandemic and was forecast to reach 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 *** 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.