Japan Men's Cosmetics Market to Shrink by 0.4% in 2026

The men's cosmetics market in Japan is expected to decline by 0.4% in 2026, reaching 161.6 billion yen, according to a forecast by Fuji Keizai.

This downward trend is attributed to the growing demand for unisex products, which are marketed primarily for women but also used by men.

However, there are some bright spots in the market. The sales of men's moisturizing skin products are increasing, particularly among middle-aged and older consumers who are concerned about dry skin.

The hair care and hair makeup products market is projected to reach 729.3 billion yen in 2026, up 2.3% from 2025, driven by the growing demand for hair treatment products, which is expected to rise by 5.3% to 208.5 billion yen.