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Share of men buying skincare products in Japan from 2020 to 2024

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Sources

Release date

December 2024

Region

Japan

Survey time period

2020 to 2024

Number of respondents

6,600 respondents

Age group

15-69 years

Method of interview

Online survey

Supplementary notes

Figures are based on annual surveys and represent the share of respondents who had bought at least one makeup item in the past year.
Original question: "Please answer with the number of items you have bought for yourself in the last year."

Citation formats

Share of men buying skincare products in Japan 2020-2024

Published by ÌÇÐÄÆƽâ°æ Research Department, Aug 28, 2025

In 2024, over ** percent of men in Japan had bought at least one skincare item, reaching a similar level as in 2021. Among beauty and personal care products, skincare cosmetics were the most commonly purchased item among Japanese men, followed by body care products.

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Men's beauty in JapanBeauty industry in JapanFashion industry in JapanBeauty services in JapanMen in Japan
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