Japan's Makeup Market Set to Hit 651.9 Billion Yen in 2026

Japan's domestic makeup cosmetics market is expected to reach 651.9 billion yen in 2026, up 1.9% from 2025, according to a report by Fuji Keizai.

The growth is attributed to steady demand for high-function base makeup products, which emphasizes finish and skincare benefits. This trend is supported by the 'skinification' movement, where makeup products incorporate skincare ingredients and care methods.

Within base makeup, yellow-toned makeup bases that provide natural coverage and a healthy complexion are emerging as a 2026 trend. Cushion foundations, in particular, are expected to account for about 20% of the foundation market in 2026.

The domestic fragrance market is also estimated at 63.6 billion yen in 2026, up 4.8% from 2025, driven by demand for niche and maison fragrances.