Key Facts
• Men’s cosmetics market projected to reach ¥49.7 billion in 2024, doubling in 5 years.
• 70% of men aged 10–30 view skincare and makeup positively.
• Sales of men’s cosmetics at Hands Sendai store increased by 1.5 times.
• Makeup lessons like ‘Beauty Men Project’ offer tailored services for men.
• Construction sites in Sendai introduced skincare products to improve workplace appeal.
• Younger workers in construction make up only 11.6% of the workforce.
• Men’s cosmetics now displayed prominently in stores, reflecting reduced stigma.
• Products like primers and concealers address men’s higher skin oil levels.
• Men’s grooming aligns with genderless beauty trends, boosting confidence and hygiene.
• Industry leaders note growing acceptance and diversity in men’s grooming habits.
Summary
The men’s cosmetics market is experiencing rapid growth, with its value expected to double to ¥49.7 billion by 2024. This trend reflects changing attitudes, as 70% of men aged 10–30 now view skincare and makeup positively. Retailers like Hands Sendai report a 1.5x increase in sales, while makeup lessons such as the ‘Beauty Men Project’ cater to diverse male grooming needs. Even construction sites in Sendai have adopted skincare products to attract younger workers, who currently make up only 11.6% of the industry. The rise of men’s cosmetics aligns with genderless beauty trends, emphasizing confidence, hygiene, and self-expression. As stigma fades, the market continues to diversify and expand.
