ÌÇÐÄÆƽâ°æ

Shiseido Company, Limited, with sales exceeding **** billion U.S. dollars in 2025, was the largest cosmetics company in Japan. The cosmetic giant's portfolio primarily consists of luxury products, including prestigious brands such as NARS and Clé de Peau. Kao Corporation, the second-largest cosmetics manufacturer, operates mainly in the Japanese personal care market with a smaller cosmetics segment.

The Japanese beauty market

The Japanese cosmetic giants have their roots in the chemical and personal care sectors. Building on their expertise and research innovations, market leaders have created some of the most valuable non-tech brands in Japan. Domestic brands have high brand recognition among Japanese consumers, reinforcing their position in the local market. While foreign companies face challenges against the market leaders, private labels' competition is emerging as retailers' store brand reputation improved in recent years.

Japanese cosmetics in the global landscape

Japanese beauty manufacturers are highly valued in the global market, with Shiseido ranking among the top 10 beauty manufacturers worldwide. Although Kao fell out of the ranking, the brand is still widely recognized. Both companies have a significant presence in the Asia Pacific region, from where they generate their second-largest share of revenue after the domestic market. Chinese consumers, in particular, have a high demand for mid-priced and luxury brands, seeking high-quality and safe products.