Japan Male Grooming Market By Product Type (Skin Care, Hair Styling, Shave/Beard Care, Accessories, Others), By Distribution Channel (Supermarket & Hypermarket, Specialty Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

The Japan Male Grooming market was valued at USD 10.45 Billion in 2024 and is expected to grow to USD 21.67 Billion by 2030 with a CAGR of 12.93%. The Japan Male Grooming market is witnessing strong growth, driven by evolving perceptions of masculinity and increasing emphasis on personal appearance among men. Modern Japanese consumers, especially younger generations like Millennials and Gen Z, are more conscious about skincare, haircare, and overall grooming routines. Rising disposable income has enabled men to invest in premium grooming products, while the influence of global fashion trends and social media has further normalized male beauty care. Also, the expansion of e-commerce platforms has made grooming products more accessible, with tailored recommendations and subscription models enhancing customer convenience. Brands are also innovating with multifunctional and eco-friendly products, appealing to men seeking efficiency and sustainability. This shift in grooming culture, supported by technological advancements and a growing acceptance of self-care among men, continues to fuel market expansion.

Key Market Drivers

Rising Consumer Inclination Towards Clean Label Products

​The Japan male grooming market is experiencing significant growth, driven by a rising consumer inclination towards clean label products. Modern Japanese men are increasingly seeking grooming items that are natural, transparent, and environmentally responsible. This shift is influenced by heightened awareness of health and sustainability concerns, leading consumers to prefer products free from synthetic additives, parabens, and sulfates. The demand for clean label products is not only about ingredient transparency but also encompasses sustainable packaging and ethical sourcing practices. Brands are responding by innovating with plant-based formulations and eco-friendly packaging solutions to meet these evolving consumer preferences. This trend reflects a broader cultural movement towards conscious consumerism in Japan, where personal care choices are increasingly aligned with environmental and ethical values. As a result, the clean label movement is reshaping the male grooming landscape, offering opportunities for brands that prioritize transparency, sustainability, and natural ingredients.

Rising Disposable Income Among Working-Age Men

​ ​Rising disposable income among working-age men is a significant driver of Japan's male grooming market. As economic conditions improve, more men are allocating funds toward personal grooming, seeking premium and specialized products that align with their lifestyle and self-image aspirations. This financial flexibility has led to increased demand for high-quality skincare, haircare, and grooming items, including multifunctional and eco-friendly options. The trend is particularly pronounced among younger demographics, who are influenced by global beauty standards and social media and are more willing to invest in products that enhance their appearance. Also, the convenience of e-commerce platforms has made it easier for consumers to access a wide range of grooming products, further fueling market growth. Brands are responding by expanding their offerings to cater to this growing segment, recognizing the lucrative opportunities presented by the increased spending power of Japan's working-age male population.

Expansion Of E-Commerce and Online Shopping Platforms

The expansion of e-commerce and online shopping platforms is a significant driver of growth in Japan's male grooming market. As a part of this, according to a recent study, as of 2024, 76% of the population, or 94 million people, shop online, showcasing the vast reach of e-commerce across the country. The widespread use of smartphones and high internet penetration have made online shopping more accessible, allowing consumers to conveniently purchase grooming products from the comfort of their homes. This shift is particularly appealing to younger, tech-savvy demographics who value the ease of browsing and buying products online. E-commerce platforms offer a diverse range of grooming products, including international brands and niche items, catering to varied consumer preferences. Also, online retailers often provide detailed product information, customer reviews, and personalized recommendations, enhancing the shopping experience. The ability to compare prices and access exclusive online promotions further incentivizes consumers to choose digital channels over traditional brick-and-mortar stores. As a result, the growing prominence of e-commerce is reshaping consumer behaviour and significantly contributing to the expansion of Japan's male grooming industry.

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Key Market Challenges

Price Sensitivity

​Price sensitivity presents a significant challenge in the Japan male grooming market. While there is a growing awareness and interest in personal grooming among men, a large segment of the consumer base remains cautious about spending on premium grooming products. Many consumers prioritize affordability over brand prestige or product sophistication, opting for mass-market or basic grooming items that offer perceived value for money. This trend limits the potential growth of high-end and niche products within the market. Also, economic uncertainties and cost-of-living concerns further influence purchasing behavior, leading men to be selective with discretionary spending. Brands targeting this market must carefully balance quality and cost-effectiveness, ensuring that products are competitively priced while still delivering value. Promotional campaigns, trial-size offerings, and bundled products are strategies being employed to attract cost-conscious consumers. Ultimately, overcoming price sensitivity requires both strategic pricing and clear communication of product benefits to justify the investment in more advanced grooming solutions.

Limited Male-Focused Retail Spaces

​ The limited availability of male-focused retail spaces poses a notable challenge to the growth of Japan’s male grooming market. Traditionally, personal care and cosmetics sections in stores have been heavily oriented toward female consumers, making the shopping experience less accessible or appealing for men. This lack of dedicated space can deter male consumers from browsing or exploring grooming products, especially for those new to skincare or cosmetics. Also, the absence of targeted in-store marketing and education limits product visibility and reduces opportunities for men to engage with brands. Men may also feel uncomfortable seeking grooming advice in predominantly female-oriented retail environments, leading them to rely on basic or familiar products rather than experimenting with newer or more advanced offerings. To address this, brands and retailers must consider creating male-specific sections within stores or standalone retail concepts tailored to men’s needs. Enhancing personalization, in-store support, and creating a more inclusive retail atmosphere are essential steps to encouraging broader adoption and brand loyalty.​

Key Market Trends

Increased Focus on Sustainable Product

The Japanese male grooming market is undergoing a significant transformation, with a growing emphasis on sustainable and eco-friendly products. As a part of this, according to a recent study, as of 2024, majority of Japanese consumers in their seventies opted for eco-friendly products. As awareness of environmental issues rises, consumers are prioritizing grooming items that are not only effective but also ethically produced. This shift has led to an increased demand for products made with natural and organic ingredients, alongside packaging that minimizes environmental impact.Sustainability is becoming a key differentiator for brands, with many opting for refillable containers, biodegradable materials, and recyclable packaging to meet consumer expectations. Also, the rise of "joshiryoku danshi"—young men in Japan embracing grooming routines traditionally associated with women—has further driven this change. These men focus on skincare, hair removal, and overall personal appearance, challenging gender norms and pushing brands to innovate. In response, grooming brands are increasingly aligning with values of sustainability and inclusivity, blending environmental responsibility with personal care to create a more eco-conscious grooming culture.

Brand Campaigns Focusing on Gender-Neutral and Inclusive Beauty Concepts

Brand campaigns focusing on gender-neutral and inclusive beauty concepts are significantly influencing Japan's male grooming market. Younger generations are increasingly embracing cosmetics marketed to all genders, moving away from traditional gender stereotypes in makeup and skincare. This shift is evident in the rise of 'genderless cosmetics' in Japan, reflecting a growing trend to stop pigeonholing people based on socially constructed differences between the sexes. Brands like Suorum and Perse are leading this movement, offering products such as concealers and lip balms that cater to diverse beauty needs without gender distinctions. Also, major retailers like Loft have integrated gender-neutral beauty products into their offerings, attracting a broader customer base. This inclusive approach not only broadens market reach but also aligns with evolving societal values, positioning brands at the forefront of a more inclusive beauty industry.

Increased Influence of K-Beauty And J-Beauty Trends

​The increasing influence of K-beauty and J-beauty trends is significantly shaping Japan's male grooming market. K-beauty, with its innovative skincare solutions like lightweight moisturizers and anti-aging products, has gained traction among Japanese men seeking effective and easy-to-use grooming options. Korean beauty’s popularity is further boosted by collaborations with male celebrities, normalizing skincare routines and promoting self-care among men. On the other hand, J-beauty emphasizes a minimalist approach, focusing on natural ingredients and straightforward skincare routines, which aligns well with Japan's health-conscious consumers. This philosophy has led to the widespread adoption of J-beauty principles in male grooming products. Both trends are pushing brands to offer products that combine skincare with cosmetic benefits, catering to the evolving preferences of male consumers. Together, these influences are fostering a more inclusive and diverse grooming market in Japan, encouraging men to embrace products that match their lifestyles and individual needs.

Segmental Insights

Distribution Channel Insights

Supermarket & Hypermarket dominated the Japan Male Grooming market, due to their wide reach, convenience, and established customer base. As a part of this, according to a recent study, as of 2025, Japan's retail sales grew 3.1% year over year. These retail spaces provide easy access to a diverse range of grooming products, making them the preferred choice for many consumers. Shoppers can conveniently browse and purchase male grooming items alongside their regular grocery shopping, increasing foot traffic and sales volume. Also, these stores often carry well-known and trusted brands, which boosts consumer confidence. Competitive pricing, in-store promotions, and the availability of large-sized products at discounted rates further attract cost-conscious male consumers. The high footfall and visibility of grooming products in these stores make supermarkets and hypermarkets key players in the distribution of male grooming goods in Japan, driving their market dominance.

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Regional Insights

Hokkaido & Tohoku dominated the Japan Male Grooming market, driven by their growing urbanization and increasing consumer awareness of personal grooming. As regional economies in these areas develop, there is a rising demand for grooming products among local men, influenced by global beauty trends. Also, the presence of major retail chains and e-commerce platforms in these regions has made it easier for consumers to access male grooming items. The shift in societal norms, with more men embracing skincare and grooming routines, further fuels the demand for male grooming products in Hokkaido and Tohoku, solidifying their dominance in the market. Also, Chugoku region is driven by factors such as increasing awareness of personal grooming, a shift in social norms, and growing adoption of grooming routines among men. As regional economies improve, more consumers are seeking high-quality male grooming products, influenced by global trends in skincare and wellness.

Recent Developments

• In November 2024, ILEM JAPAN, renowned for its premium Japanese-inspired skincare and grooming products, marks International Men’s Day with the launch of a new digital video campaign (DVC) featuring actor Jim Sarbh. The campaign showcases ILEM JAPAN’s Sumuuzu Bento grooming set and promotes a refreshed perspective on modern masculinity, encouraging men to embrace simplicity and convenience in their grooming routines.
• In December 2024, Philips Japan has partnered with Japanese esports team SCARZ to introduce the Philips S9000 rotary shaver as the official male grooming product for SCARZ, with a focus on its e-motorsports division. The sponsorship is managed by FUSE, a division of Omnicom Media Group (OMG).
• In August 2023, Gillette, the leading male grooming brand, has partnered with Razer, the top lifestyle brand for gamers, to launch a unique collaboration in grooming and gaming. The two brands, known for their innovation and design, have introduced a limited-edition series of Razer-branded GilletteLabs with Exfoliating Bar products.

Key Market Players

• Panasonic Corporation
• Koninklijke Philips NV
• Bombay Shaving Company
• Shiseido Co.,Ltd
• Helios Lifestyle Private Limited
• Emami Ltd
• Forest Essentials
• Beiersdorf
• Himalaya Wellness Company
• Blue Nectar

Report Scope:

In this report, the Japan Male Grooming Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   Japan Male Grooming Market, By Product Type:

o   Skin Care

o   Hair Styling

o   Shave/Beard Care

o   Accessories

o   Others

• Japan Male Grooming Market, By Distribution Channel:

o   Supermarket & Hypermarket

o   Specialty Stores

o   Online

o   Others

• Japan Male Grooming Market, By Region:

o   Hokkaido & Tohoku

o   Chubu

o   Chugoku

o   Kyushu

o   Rest of Japan

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Japan Male Grooming Market.

Available Customizations:

Japan Male Grooming Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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