Japan Men's Grooming Market Overview, 2031

The Japanese culture places a high value on neatness, cleanliness, and presentation, and this extends to grooming practices. One unique aspect of Japanese men's grooming culture is the popularity of double cleansing, a skincare technique that involves using an oil-based cleanser followed by a water-based cleanser to thoroughly remove dirt and impurities from the skin. There is a growing trend of Japanese men using makeup products, such as BB creams and tinted moisturizers, to achieve a more polished and put-together appearance. The concept of masculine identity is changing with time and is generating demand for male grooming and cosmetic products. The increase in awareness among the millennial population about the benefits of adopting skincare products is the major driving factor influencing the Japanese male grooming market. The advancements in technology and shift towards a healthy lifestyle, along with quality healthcare services, are reducing the mortality rate and increasing the birth rate in the country. Rapid urbanisation and the presence of the young male population in countries with high disposable income to spend on quality lifestyles are expected to fuel market growth. Men are focusing on the purchase of toiletries apart from fragrances and shaving products, and the increase in men paying attention to their appearance is accelerating the growth of the Japanese male grooming market. The rise in the number of magazines published on men’s grooming and lifestyle, along with the growing popularity of websites that sell men’s fitness and health content, is expected to propel the Japanese male grooming market's growth during the forecast period.

According to the research report, " Japan Grooming Market Overview, 2031," published by Bonafide Research, the Japan Grooming market is anticipated to add to more than USD 1.72 Billion by 2026-31.The market is expected to grow due to rising disposable income, change in cultures, increase in Gen z population, personal care, urbanization; Growing skin concern among men such as sensitivity, aging, inflammatory conditions, acne, and dryness is expected to drive the demand This all factors are driving the market of men’s grooming in Japan. Apart from this, the strong influence of social media platforms, such as YouTube, Instagram and Facebook Growing skin concern among men such as sensitivity, aging, inflammatory conditions, acne, and dryness is expected to drive the demand. In Japan, men's grooming products are regulated by the Ministry of Health, Labour, and Welfare MHLW under the Pharmaceutical Affairs Law PAL and the Act on Securing Quality, Efficacy, and Safety of Products Including Pharmaceuticals and Medical Devices the PMD Act. These regulations ensure that men's grooming products are safe, effective, and of high quality. Under these regulations, men's grooming products must meet certain criteria for safety, including stability testing, toxicology testing, and microbiological testing. The ingredients used in these products must be approved by the MHLW.

Japan men's grooming market by product is divided into hair care, skincare, shaving products, fragrances and Others. The personal care sector in Japan, categorized by product type, is significantly influenced by a deep-rooted cultural focus on hygiene, skin health, and preventive measures. Skin care leads the market, showcasing Japan's well-known multi-step beauty routines aimed at preserving youthful and healthy skin. Items such as cleansers, lotions, essences, serums, and sunscreens are integral to everyday life, with a strong preference for gentle, moisturizing, and anti-aging products. Hair care represents another important area, driven by worries about hair loss, scalp conditions, and effects from humidity and frequent washing. Products for scalp care, including treatments and tonics, are especially sought after. Shaving items enjoy consistent demand, influenced by everyday grooming habits, particularly among working individuals, emphasizing both accuracy and skin comfort. Fragrances play a more subtle role compared to those in Western countries, with consumers leaning toward lighter, delicate scents used in moderation. The others category, which encompasses body washes, deodorants, and oral hygiene items, thrives due to Japan’s robust hygiene norms and the quest for high-efficacy, low-irritation products. Personal care segmentation by product type in Japan places a premium on practicality, sophistication, and enduring care for skin and scalp rather than vibrant cosmetic expression.

Japan men's grooming market by price range is divided into mass products and premium products. When examining price ranges, the personal care landscape in Japan features a strong emphasis on mid-range and high-end products, reflecting consumers' readiness to invest in quality, safety, and innovative solutions. While mass market items are significant for everyday categories like body care and fundamental hair care, they are expected to uphold high-performance standards and formulation quality. Premium items see strong interest, especially in skincare, where consumers connect higher prices with superior technology, clinical evaluations, and tangible outcomes. Japanese shoppers are value-aware but not solely focused on prices, often favoring reliability and brand prestige over cheaper alternatives. The trend toward premium products is fueled by the aging population in search of anti-aging remedies and by advancements in ingredients and application methods. Unlike markets driven by impulse buys, purchasing decisions are thoughtful and well-researched, leading to lasting brand loyalty. Consequently, premium items play a significant role in market valuation, while mass products continue to be vital for maintaining volume consistency.

Japan men's grooming market by distribution channel is divided into supermarkets/hypermarkets, convenience stores, specialty stores, online retail stores and other retail channels. Japan’s personal care distribution system is well-organized and effective. Pharmacies and drugstores are the main channels, recognized as reliable sources for skin care, hair care, and hygiene items. These establishments provide a wide variety of products and often introduce new items. Convenience stores and supermarkets are essential for everyday and travel-sized goods, mirroring Japan’s dense urban living and rapid lifestyle. Specialty shops, such as beauty boutiques and department stores, are significant for high-end and luxury brands, delivering personalized care and brand experiences. E-commerce platforms continue to expand at a steady pace, driven by high internet access and sophisticated logistics, despite many shoppers still favoring physical stores for product trials and advice. Other retail avenues, including duty-free stores and vending machines, also uniquely enhance the distribution landscape. Japan’s distribution strategy focuses on easy access, reliability, and a smooth connection between online and offline shopping.



Japan men’s grooming market by nature is divided into natural and conventional. Segmentation by nature in Japan reveals a clear tendency towards mild and skin-friendly products, rather than a strict separation of natural and traditional items. Traditional products are prevalent in the market, especially those created with cutting-edge research, skin testing, and low irritation levels. Nonetheless, the demand for natural products is on the rise, particularly those featuring traditional Japanese ingredients like rice extracts, botanical oils, and green tea. Natural products are appreciated for their gentle nature and compatibility with the skin rather than solely their ecological aspects. Japanese consumers often prefer hybrid products that combine natural components with scientifically validated active ingredients. Trust is built through transparency, safety evaluations, and accurate labeling. Although the market for natural products remains smaller compared to Western countries, it is gradually increasing as consumers look for well-rounded, holistic personal care options.

Considered in this report
• Historic Year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031

Aspects covered in this report
• Men’s Grooming Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Hair Care
• Skin Care
• Shaving Products
• Fragrances
• Others

By Price Range
• Mass Products
• Premium Products

By Distribution Channel
• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Stores
• Online Retail Stores
• Other Retail Channels

By Nature
• Natural
• Conventional