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Value Growth Slows Amid Cautious Spending and Ageing Population Dynamics
In 2025, beauty and personal care in Japan demonstrated modest value growth restrained by a declining population and cautious consumer spending, contrasting with more dynamic expansion in other Asia Pacific countries. The market’s maturity and demographic challenges render volume growth limited, but opportunities persist through strategic premiumisation and trusted everyday products that align with longevity and health-focused consumer priorities. Brands that integrate scientific efficacy with lifestyle narratives, while maintaining credibility and consistent performance, are best positioned to capture value amid economic uncertainty. Store-based retail channels, particularly pharmacies and health and personal care stores, continue to lead sales, supported by growing but complementary e-commerce for replenishment purchases. Innovation centres on multifunctional, low-irritation formulations and immersive brand experiences, reflecting a shift towards essential wellbeing products and emotional engagement that sustains consumer loyalty and supports selective premium spending.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Japan?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Japan
Value Growth Slows Amid Cautious Spending and Ageing Population Dynamics
Key Data Insights
Chart 1 Key Industry Trends for Beauty and Personal Care
Value Growth Slows Amid Cautious Spending and Ageing Population Dynamics
Skin Care Leads Value through Innovation Driven by Clean Reimagined Trend
Chart 2 Barrier-Focused Dermocosmetics Redefine Clean Beauty
Brands Embed Longevity and Lifestyle Narratives to Sustain Value Growth
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Consumers Expected to Prioritise Essential Health and Premium Value Amidst Cautious Growth
Skin Care Leads with Steady Growth While Fragrances Deliver Rapid Value Expansion
Brands Anticipated to Innovate with Science and Lifestyle Narratives to Deepen Trust and Loyalty
Chart 6 Analyst Insight for Beauty and Personal Care
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Large Domestic Manufacturers Consolidate Position through Trusted Portfolios and Scale
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Pharmacies and Health and Personal Care Stores Gain Share as Department Stores Experience Stagnation
E-Commerce Grows Steadily Driven by the Replenishment of Trusted Daily-Use Products
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Beauty and Personal Care
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Beauty and Personal Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Baby and Child-Specific Products in Japan
Key Data Insights
Domestic Brands Leverage Science-Backed Longevity Amid Demographic Challenges
Domestic Brands Leverage Science-Backed Longevity Amid Demographic Challenges
Baby and Child-Specific Toiletries Emerges as Largest and Best Performing
Fancl’S Clean Reimagined Approach Fuels Growth through Barrier-Focused Innovation
Chart 19 Barrier-Focused, Additive-Free Care Reshapes Baby and Child-Specific Skin Care
Chart 20 Value Sales 2020-2030
Chart 21 Volume Sales 2020-2030
Chart 22 Value Sales by Category 2025
Japanese Parents Anticipated to Increase Spending per Child Despite Population Decline
Baby and Child-Specific Toiletries Remain Largest, While Sun Care Outpaces Growth
Parents’ Health Focus Expected to Drive Premium, Science-Backed Product Innovation
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Adjust Shares Amid Rising Competition and Market Shifts
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Pharmacies Lead Retail Channels, Driven by High Consumer Trust in Product Safety
E-Commerce Gains Ground Amid Limited Overall Penetration
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Baby and Child-Specific Products
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Baby and Child-Specific Products
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Bath and Shower in Japan
Key Data Insights
Brands Leverage Lifestyle and Wellness Trends to Sustain Premium Sales Amid Market Decline
Chart 35 Key Industry Trends for Bath and Shower
Brands Leverage Lifestyle and Wellness Trends to Sustain Premium Sales Amid Market Decline
Bar Additives Leads in Value, While Intimate Hygiene Experiences Dynamic Growth
Chart 36 Lifestyle-Led Bath Rituals Drive Premiumisation
Cow Brand and Dove Exemplify Wellness Innovation Shaping Consumer Rituals
Chart 37 Longevity-Driven Wellness Elevates Functional Bath and Shower Products
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Consumers Anticipated to Prioritise Wellness and Emotional Value Amid Cautious Spending
Bath Additives Set to Remain the Largest, While Intimate Hygiene Expected to Exhibit the Fastest Growth
Brands Expected to Innovate Wellness-Focused Products to Sustain Growth Amid Demographic Shifts
Chart 41 Analyst Insight for Bath and Shower
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Reinforce Dominance through Adaptability and Scale
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Grocery Retailers and Specialist Stores Retain Leading Positions through Convenience and Assortment
Retail E-Commerce Grows as Niche and Premium Channels Expand
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Bath and Shower
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bath and Shower
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Colour Cosmetics in Japan
Key Data Insights
Premium and Multifunctional Products Sustain Value Amid Cautious Spending
Chart 54 Key Industry Trends for Colour Cosmetics
Premium and Multifunctional Products Sustain Value Amid Cautious Spending
Facial Care Remains the Largest and Best Performing, Driven by the Clean Reimagined Trend
Chart 55 Everyday Dimension Lifestyle-Led Make-Up Drives Premium Facial Balance
Digital Engagement Reshapes Consumer Experience and Value
Chart 56 Virtual Try-On on Digital Tools Reshape Colour Cosmetics Discovery and Purchase
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Premium Facial Make-Up Expected to Drive Steady Value Growth Amid Cautious Spending
Facial Make-Up Set to Remain Largest While Lip Products Becomes Best Performing through Functional Everyday Essentials
Diversified Functional Products Anticipated to Reshape Consumer Behaviour and Competitive Dynamics
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Shiseido Co Ltd and Kanebo Cosmetics Inc Solidify Leadership through Premium Innovation and Mass Appeal
Chart 62 Analyst Insight for Colour Cosmetics
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Retail Offline Sustains Dominance through Broad Assortments and Everyday Accessibility
Retail E-Commerce Strengthens Presence through Targeted Digital Tools and Everyday Products
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Colour Cosmetics
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Colour Cosmetics
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Deodorants in Japan
Key Data Insights
Science-Driven Innovation and Premiumisation Boost Performance Amid Heat Challenges
Chart 73 Key Industry Trends for Deodorants
Science-Driven Innovation and Premiumisation Boost Performance Amid Heat Challenges
Deodorant Wipes Lead Value Growth through Lifestyle-Driven Beauty Trend
Chart 74 Deodorants Evolve into Daily Comfort Essentials
Brands Leverage Clean Reimagined Trend for Differentiation and Premiumisation
Chart 75 Science-Led Deodorants Redefine Efficacy and Skin Comfort
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Leading Players Anticipated to Drive Innovation Amid High Penetration and Climate Challenges
Deodorant Wipes Set to Remain the Largest, While Deodorant Roll-Ons Become the Best Performing
Pharmacies and Mass Retail Expected to Lead Distribution as Competition Intensifies
Chart 79 Analyst Insight for Deodorants
Chart 80 Forecast Value Sales 2020-2030
Chart 81 Forecast Value Sales by Category 2025-2030
Finetoday Co Ltd and Nivea-Kao Co Ltd Maintain Leading Positions through Innovation
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Pharmacies Remain the Leading Distribution Channel Due to Frequent, Need-Based Purchases
Retail E-Commerce Remains Stable with a Focus on Replenishment and Convenience
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Deodorants
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Deodorants
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Depilatories in Japan
Key Data Insights
Brands Stabilise Sales Amid Sales Decline by Focusing on Comfort and Inclusivity
Brands Stabilise Sales Amid Sales Decline by Focusing on Comfort and Inclusivity
Women’S Razors and Blades Lead Sales, While Women’S Pre-Shave Gains Momentum
Schick Japan and Gillette Innovate for Inclusive, Comfort-Driven Grooming Growth
Chart 92 Lifestyle-Led Grooming Redefines Depilatories as Comfort-Focused Self Care
Chart 93 Value Sales 2020-2030
Chart 94 Volume Sales 2020-2030
Chart 95 Value Sales by Category 2025
Brands Expected to Adapt to Cautious Consumers to Sustain Steady Growth
Women’S Razors and Blades Seo to Maintain Dominance, While Pre-Shave Products Continue to Gain Traction
Inclusive Grooming and Functional Innovation Anticipated to Drive Competitive Resilience
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Top Manufacturers Sustain Dominance Amid Stable Market Concentration
Chart 98 Company Shares 2025
Chart 99 Brand Shares 2025
Pharmacies and Health and Personal Care Stores Anchor Offline Sales Dominance
Retail E-Commerce Grows Steadily Amid Offline Channel Stability
Chart 100 Retail Channels 2020-2025
Chart 101 Economic Context for Depilatories
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Depilatories
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Fragrances in Japan
Key Data Insights
Premiumisation and Digital Innovation Fuel Value Growth Amid Cautious Volume Expansion
Chart 108 Key Industry Trends for Fragrances
Premiumisation and Digital Innovation Fuel Value Growth Amid Cautious Volume Expansion
Premium Fragrances Lead Sales, Driven by Lifestyle-Focused Consumers and Ai?Innovation
Chart 109 Lifestyle-Led Fragrance Experiences Drive Premium Growth
Leading Brands Embrace Inclusivity to Expand Premium Fragrance Appeal
Chart 110 Gender-Neutral Fragrances Drive Inclusive Premium Growth
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
Premium Fragrances Set to Dominate Growth Amid Cautious Consumer Base Contraction
Brands Anticipated to Leverage Digital Innovation and Inclusivity to Drive Personalised Fragrance Journeys
Chart 114 Analyst Insight for Fragrances
Chart 115 Forecast Value Sales 2020-2030
Chart 116 Forecast Value Sales by Category 2025-2030
Estée Lauder and Chanel Drive Premiumisation Amid Evolving Consumer Preferences
Byredo’S Unisex Positioning and Digital Innovation Fuel Niche Growth Opportunities
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Department Stores’ Share Growth Stagnates as Beauty Specialists and E-Commerce Gain Traction
Retail E-Commerce Expands Steadily, Supporting Replenishment and Gifting in Fragrances
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Fragrances
Chart 121 Real Gdp Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Fragrances
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Hair Care in Japan
Key Data Insights
Premiumisation and Lifestyle-Driven Beauty Drive Value Growth Amid Stable Population Decline
Chart 127 Key Industry Trends for Hair Care
Premiumisation and Lifestyle-Driven Beauty Drive Value Growth Amid Stable Population Decline
Salon Professional Hair Care Leads with Innovation and Digital Diagnostics
Chart 128 Ai Hair Diagnostics Reinforce Premium Hair Care Choices
K-Pop Reshapes Consumer Preferences toward Premiumisation
Chart 129 K-Pop Beauty Ideals Drive Premium Hair Care Demand
Chart 130 Value Sales 2020-2030
Chart 131 Volume Sales 2020-2030
Chart 132 Value Sales by Category 2025
Premiumisation and Shifting Consumer Preferences Expected to Drive Steady Value Growth
Perms and Relaxants Set to Emerge as the Fastest Growing, Driven by Ai Advancements Shaping Consumer Decisions
Chart 133 Analyst Insight for Hair Care
Specialised, Tech-Driven Routines Anticipated to Reshape Consumer Engagement and Product Development
Chart 134 Forecast Value Sales 2020-2030
Chart 135 Forecast Value Sales by Category 2025-2030
Kao Corp Reinforces Leadership with Strategic Portfolio and Premiumisation
Chart 136 Company Shares 2025
Chart 137 Brand Shares 2025
Health and Beauty Specialists Dominate with Targeted Promotions and Loyalty
Retail E-Commerce Remains Stable Amid Offline Channel Strength
Chart 138 Retail Channels 2020-2025
Chart 139 Economic Context for Hair Care
Chart 140 Real Gdp Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Hair Care
Chart 143 Population 2020-2030
Chart 144 Consumer Expenditure 2020-2030
Chart 145 Population by Generation 2025
Men's Grooming in Japan
Key Data Insights
Premiumisation and Clean Beauty Drive Trading up Amid Market Stagnation
Chart 146 Key Industry Trends for Men's Grooming
Premiumisation and Clean Beauty Drive Trading up Amid Market Stagnation
Shinnihonseiyaku’S Tonou Exemplifies Lifestyle-Driven Grooming Shift
Chart 147 Lifestyle-Led Grooming Reframes Men's Care as Everyday Confidence
Clean Beauty Transforms into Practical, High-Efficacy Grooming Solutions
Chart 148 Clean Beauty Evolves into High-Performance, Time-Efficient Solutions
Chart 149 Value Sales 2020-2030
Chart 150 Volume Sales 2020-2030
Chart 151 Value Sales by Category 2025
Premiumisation and Price Growth Anticipated to Sustain Slow Expansion in Mature Market
Gender-Neutral Competition and Science-Backed Care Reshape Grooming Preferences
Chart 152 Forecast Value Sales 2020-2030
Chart 153 Forecast Value Sales by Category 2025-2030
Leading Domestic Companies Maintain Positions Amid Niche Brand Growth
Chart 154 Analyst Insight for Men's Grooming
Chart 155 Company Shares 2025
Chart 156 Brand Shares 2025
Pharmacies Lead with Strong Offline Presence, Driven by High Accessibility and Broad Assortment
Online Retail Expands Steadily yet Remains Complementary to Physical Stores
Chart 157 Retail Channels 2020-2025
Chart 158 Economic Context for Men's Grooming
Chart 159 Real Gdp Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Men's Grooming
Chart 162 Population 2020-2030
Chart 163 Consumer Expenditure 2020-2030
Chart 164 Population by Generation 2025
Oral Care in Japan
Key Data Insights
Premiumisation Drives Value Growth Despite Population Decline
Chart 165 Key Industry Trends for Oral Care
Premiumisation Drives Value Growth Despite Population Decline
Toothpaste Leads Value, Driven by Longevity and Preventative Health Innovation
Chart 166 Oral Care Repositioned as Lifestyle and Self-Expression Tool
Transparency and Regulation Drive Premium Positioning
Chart 167 Science-Backed Claims and Preventative Dentistry Drive Trust-Led Premium Growth
Chart 168 Value Sales 2020-2030
Chart 169 Volume Sales 2020-2030
Chart 170 Value Sales by Category 2025
Premiumisation and Preventive Care Anticipated to Drive Steady Growth Amid Demographic Challenges
Toothpaste Set to Continue Leading Sales, While Denture Care Emerges as Best Performing
Brands Expected to Leverage Education and Professional Endorsements to Strengthen Consumer Trust
Chart 171 Forecast Value Sales 2020-2030
Chart 172 Forecast Value Sales by Category 2025-2030
Lion Corp and Sunstar Inc Strengthen Leadership through Innovation and Targeted Renewal
Chart 173 Analyst Insight for Oral Care
Chart 174 Company Shares 2025
Chart 175 Brand Shares 2025
Supermarkets and Pharmacies Maintain Dominance, Driven by Consumer Preferences and Premium Product Availability
Retail E-Commerce Remains Stable, as Consumers Balance Convenience with In-Store Evaluation
Chart 176 Retail Channels 2020-2025
Chart 177 Economic Context for Oral Care
Chart 178 Real Gdp Growth 2020-2030
Chart 179 Inflation 2020-2030
Chart 180 Consumer Context for Oral Care
Chart 181 Population 2020-2030
Chart 182 Consumer Expenditure 2020-2030
Chart 183 Population by Generation 2025
Skin Care in Japan
Key Data Insights
Facial Care Spending Outpaces All Others as Shoppers Prioritise Routine
Chart 184 Key Industry Trends for Skin Care
Facial Care Spending Outpaces All Others as Shoppers Prioritise Routine
Consumer Preferences Continue to Shift Towards Clinically Grounded Formulations, Driving Premiumisation
Chart 185 Transparency and Science-Backed Claims Redefine Trust
Clean Reimagined Trend Highlights Consumer Preference Towards Products with Clearly Perceived Efficacy
Chart 186 Clean Reimagined Drives Demand for Gentle yet High-Performance Skin Care
Chart 187 Value Sales 2020-2030
Chart 188 Volume Sales 2020-2030
Chart 189 Value Sales by Category 2025
Premium Facial Care Brands Expected to Drive Value as Population Shrinks
Consumer Demand for Clinically Credible and Dermatologically Backed Products Set to Drive Premiumisation
Chart 190 Forecast Value Sales 2020-2030
Chart 191 Forecast Value Sales by Category 2025-2030
Shiseido Co Ltd and Kosé Corp Strengthen Lead as Rivals Lose Ground
Chart 192 Analyst Insight for Skin Care
Chart 193 Company Shares 2025
Chart 194 Brand Shares 2025
Health and Beauty Specialists Accelerate Growth through Expert Advice and Product Trials
Retail E-Commerce Draws Shoppers with Breadth, Value and Convenience
Chart 195 Retail Channels 2020-2025
Chart 196 Economic Context for Skin Care
Chart 197 Real Gdp Growth 2020-2030
Chart 198 Inflation 2020-2030
Chart 199 Consumer Context for Skin Care
Chart 200 Population 2020-2030
Chart 201 Consumer Expenditure 2020-2030
Chart 202 Population by Generation 2025
Sun Care in Japan
Key Data Insights
Clean Reimagined Trend Drives Innovation in Value-Added Products as Economic Constraints Slow Growth
Chart 203 Key Industry Trends for Sun Care
Clean Reimagined Trend Drives Innovation in Value-Added Products as Economic Constraints Slow Growth
Adult Sun Care Remains the Largest and Best Performing, Driven by Consumer Adoption of Lifestyle-Driven Beauty Trends
Brand-Adopted Longevity-Focused Messaging Drives Consumers to Prioritise Long-Term Skin Health
Chart 204 Value Sales 2020-2030
Chart 205 Volume Sales 2020-2030
Chart 206 Value Sales by Category 2025
Adult Sun Care Set to Lead Sales as Consumers Continue to Prioritise Long Term Skin Health
Preventative Sun Care and Innovation in Products Supporting Multi-Usage Occasions Expected to Continue Gaining Traction
Chart 207 Forecast Value Sales 2020-2030
Chart 208 Forecast Value Sales by Category 2025-2030
Kao Corp Closes the Gap with Shiseido Co Ltd as Market Share Shifts
Chart 209 Analyst Insight for Sun Care
Chart 210 Company Shares 2025
Chart 211 Brand Shares 2025
Health and Beauty Specialists Drive Sales through Mas-Priced, High-Rotation Assortments
Retail E-Commerce Accelerates through Convenience and Exclusive Ranges
Chart 212 Retail Channels 2020-2025
Chart 213 Economic Context for Sun Care
Chart 214 Real Gdp Growth 2020-2030
Chart 215 Inflation 2020-2030
Chart 216 Consumer Context for Sun Care
Chart 217 Population 2020-2030
Chart 218 Consumer Expenditure 2020-2030
Chart 219 Population by Generation 2025
Premium Beauty and Personal Care in Japan
Key Data Insights
Value Growth Stagnates as Premium Segment Shows Signs of Maturity
Chart 220 Key Industry Trends for Premium Beauty and Personal Care
Value Growth Stagnates as Premium Segment Shows Signs of Maturity
Premium Skin Care Remains Largest, Fuelled by High-Efficacy Products and Claim Transparency
Premium Fragrances Capture Renewed Consumer Attention through Lifestyle-Driven Premiumisation
Chart 221 Value Sales 2020-2030
Chart 222 Value Sales by Category 2025
Sustained Growth Expected to Be Driven by Higher-Value Purchases and Lifestyle-Driven Positioning
Premium Skin Care Sustains Dominance, While Premium Fragrances Is Set to Remain Best Performing
Premium Growth Anticipated to Be Rooted in Balancing Price Integrity with Transparent Communication
Chart 223 Forecast Value Sales 2020-2030
Chart 224 Forecast Value Sales by Category 2025-2030
Shiseido Co Ltd and Kosé Corp Consolidate Lead as Consumers Become More Selective in Their Premium Purchases
Chart 225 Analyst Insight for Premium Beauty and Personal Care
Chart 226 Company Shares 2025
Chart 227 Brand Shares 2025
Chart 228 Economic Context for Premium Beauty and Personal Care
Chart 229 Real Gdp Growth 2020-2030
Chart 230 Inflation 2020-2030
Chart 231 Consumer Context for Premium Beauty and Personal Care
Chart 232 Population 2020-2030
Chart 233 Consumer Expenditure 2020-2030
Chart 234 Population by Generation 2025
Mass Beauty and Personal Care in Japan
Key Data Insights
Mass Beauty and Personal Care Exhibits Moderate Acceleration Despite Economic Pressures
Mass Beauty and Personal Care Exhibits Moderate Acceleration Despite Economic Pressures
Mass Skin Care Remains Largest and Mass Adult Sun Care Remains Best Performing, Driven by Shifting Consumer Behaviour
Longevity Shapes Consumer Preferences, as Life-Stage-Driven Practices and Long-Term Health Maintenance Gain Traction
Chart 235 Value Sales 2020-2030
Chart 236 Value Sales by Category 2025
Steady Growth over the Forecast Period Expected to Be Driven by Value-Added Product Innovation
Skin Care Set to Emerge as Best Performing, Driven by Consumer Demand for Barrier Care and Long-Lasting Efficacy
Chart 237 Forecast Value Sales 2020-2030
Chart 238 Forecast Value Sales by Category 2025-2030
Mass Ranges Maintain Competitiveness through Clear Value Positioning, While Private Label Remains Complementary
Chart 239 Company Shares 2025
Chart 240 Brand Shares 2025
Chart 241 Economic Context for Mass Beauty and Personal Care
Chart 242 Real Gdp Growth 2020-2030
Chart 243 Inflation 2020-2030
Chart 244 Consumer Context for Mass Beauty and Personal Care
Chart 245 Population 2020-2030
Chart 246 Consumer Expenditure 2020-2030
Chart 247 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
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- Premium Lip Gloss
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- Premium Lip Liner/Pencil
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- Premium Lipstick
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- Premium Other Lip Products
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- Premium Polish Remover
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- Premium Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
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- Deodorant Creams
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- Deodorant Roll-Ons
- Deodorant Sprays
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
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- Men's Razors and Blades
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- Premium Men's Skin Care
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- Dental Floss
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- Denture Cleansers
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
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- Toothpaste
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- Premium Basic Moisturisers
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- Premium Anti-Agers
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- Premium Lip Care
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- Premium Toners
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- Premium Aftersun
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- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
-
- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
-
- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
-
- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
-
-
- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
-
- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
-
- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
See all of our definitions
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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