Japan Cosmetics Market Trends 2024
[English-language version for global readers]

ーEssential Insights for the Beauty Industry: Latest Data and Emerging Trends to Watchー

This report is written entirely in English.

【Research Summary】
◆Market Performance: The domestic cosmetics market in Japan grew by 1.9% year-on-year in 2023, reaching 2,635 billion yen. This growth was driven by a recovery in demand for makeup and leisure activities following the COVID-19 pandemic, as well as increased inbound consumption due to a rise in foreign visitors. In 2024, the market is expected to expand by 2.6% to 2,704 billion yen. Over the longer term, steady growth of approximately 2% annually is anticipated, supported by strong domestic and inbound demand.

◆Key Trends: A prominent trend in the cosmetics market is the shift toward multifunctionality and premiumization, especially in skincare and haircare. In skincare, cleansing products that combine high cleansing power with skincare benefits are on the rise, offering diverse textures and ingredients. Functional facial cleansers, such as "no double cleansing required" and "pore care" products, have gained popularity, particularly foaming-pump-type cleansers. Multifunctional lotions addressing various skin concerns are preferred for their convenience and effectiveness. High-performance creams with targeted applications are increasingly popular, combining rich textures with non-sticky finishes. In serums, there is growing interest in products addressing fundamental skin needs or delivering immediate results, alongside demand for fresh textures that deeply moisturize. Korean sheet masks offering a wide range of benefits are also gaining traction. In haircare, premium brands and high-functionality products are growing in popularity, appealing to consumers seeking advanced beauty benefits.

◆Emerging Growth Areas: Future growth areas include anti-aging, anti-wrinkle, skin brightening, sensitive skincare, and men’s skincare. Interest in anti-aging and anti-wrinkle spans all age groups, fueled by the rising appeal of "well-aging" and preventive care among younger consumers. The skin brightening segment has been revitalized by the introduction of new active ingredients, driving demand. Sensitive skin products with enhanced beauty effects are also on the rise. Additionally, men’s increasing interest in beauty, particularly in skincare, is expected to support further market expansion. The inner beauty segment, including brightening care and functional foods, is another growth area, with more cosmetics companies entering the market.

◆Marketing Strategies: In marketing, brands are increasingly incorporating influencer campaigns and collaborations with VTubers. User-generated content (UGC) is also being leveraged as a critical tool to boost engagement. Many brands are adopting beauty tech solutions, such as skin analysis and counseling services, to enhance customer satisfaction. Experiential stores where consumers can experience products firsthand are also being developed to foster loyalty and improve the customer experience.

【Research Period】
May - October 2024

【Table of Contents】
1．Report Summary
　1. Research Summary
　2. Market Summary
　3. Trend Summary
2．Cosmetics Market Overview
　1. What are Cosmetics?
　2. History of the Cosmetics Market
　3-1. Key Players: Cosmetics Companies
　3-2. Key Players: Companies from Different Industries
　3-3. Key Players: Retailers and D2C Companies
3．Cosmetics Market Size
　1. Total Market
　Reference: Japan’s Position in the Global Market
　Reference: Recent Trends in Cosmetics Consumption
　2. Total Market by Category
　3. Total Market by Channel
　Reference: Cosmetics Purchasing Behavior
　4. Sales Ranking by Company
　5. Future Outlook
4．Skincare Market Analysis by Item
　1-1. Skincare Market
　1-2. Skincare Market Trend Analysis
　Reference: Skincare Usage
　2-1. Cleansing Market
　2-2. Cleansing Market Trend Analysis
　3-1. Face Wash Market
　3-2. Face Wash Market Trend Analysis
　4-1. Lotion Market
　4-2. Lotion Market Trend Analysis
　5-1. Emulsion Market
　5-2. Emulsion Market Trend Analysis
　6-1. Cream Market
　6-2. Cream Market Trend Analysis
　7-1. Serum Market
　7-2. Serum Market Trend Analysis
　8-1. Sheet Mask Market
　8-2. Sheet Mask Market Trend Analysis
　9-1. Facial Sunscreen Market
　9-2. Facial Sunscreen Market Trend Analysis
5．Hair Cosmetics Trend Analysis
　1-1. Hair Cosmetics Market
　1-2. Hair Cosmetics Market by Category
　1-3. Key Players in the Hair Cosmetics Market
　2-1. Haircare Cosmetics Market Breakdown
　2-2/3. Haircare Cosmetics Market Trends I/II
　2-4/5. Consumer Insights on Haircare I/II
6．Market Analysis by Theme
　1-1. Anti-aging Skincare Market
　1-2. Key Players in the Anti-aging Skincare Market
　1-3/4. Anti-aging Skincare Market Breakdown I/II
　1-5/6. Anti-aging Skincare Market Trends I/II
　1-7/8. Consumer Insights on Anti-aging Skincare I/II
　2-1. Brightening Skincare Market
　2-2. Key Players in the Brightening Skincare Market
　2-3. Brightening Skincare Market Breakdown
　2-4/5. Brightening Skincare Market Trends I/II
　2-6. Consumer Insights on Brightening Skincare
　3-1. Sensitive Skin Cosmetics Market
　3-2. Sensitive Skin Cosmetics Market by Category
　3-3. Key Players in the Sensitive Skin Cosmetics Market
　3-4. Sensitive Skin Cosmetics Market Breakdown
　3-5/6. Sensitive Skin Cosmetics Market Trends I/II
　3-7. Consumer Insights on Sensitive Skin Cosmetics
　4-1. Men’s Cosmetics Market
　4-2. Men’s Cosmetics Market by Category
　4-3. Key Players in the Men’s Cosmetics Market
　4-4. Men’s Cosmetics Market Trends
　5-1. Inner Beauty Market
　5-2. FFC and FOSHU Share in the Inner Beauty Market
　5-3. Key Players in the Inner Beauty Market
　5-4. Inner Beauty Market Breakdown
　5-5/6. Inner Beauty Market Trends I/II
　5-7. Consumer Insights on Inner Beauty
　6. All-in-one Product Market
　7. Eyelash Serum Market
　8. Microneedle Market
　9. Stem Cell Cosmetics Market
　10. Korean Cosmetics Import Market
7．Cosmetics Marketing Strategy
　1. Influencer Marketing
　2. VTuber
　3. User-generated Content (UGC)
　4. Beauty Tech
　5. Experiential Store

【Material format】
A4 size 110 pages

【Publication Date】
June 25, 2025