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The Japanese skincare market is a global leader, valued at 677 billion JPY in 2024 and accounting for nearly half of the country’s cosmetics industry. Renowned for its blend of innovation and tradition, Japan’s skincare landscape is deeply influenced by cultural values - purity, meticulous rituals, and the pursuit of flawless "mochi" skin or a fair complexion. Domestic brands such as Shiseido, Kao, and Kosé dominate this saturated market, combining traditional ingredients like camellia oil and rice bran with cutting-edge R&D. Their focus on ancestral fermentation techniques and emerging technologies, such as stem cell research, keeps Japan at the forefront of skincare advancements.
However, the market is experiencing significant disruptions. Economic pressures, inflation, and a weak yen have shifted consumer behaviour, with budget-conscious buyers opting for simplified routines and affordable "all-in-one" products. This trend has fuelled the rise of drugstore "cosmetaries." While e-commerce continues to grow, physical stores, particularly luxury department stores, remain vital for high-end experiences and inbound tourism.
In terms of demand, women remain the main drivers, but the men’s skincare segment is rapidly expanding across all age groups. Premium categories such as anti-aging products and serums lead in value, while beauty masks - known for delivering instant, shareable results - are the fastest-growing segment. Meanwhile, K-beauty’s engaging, social-media-driven approach has captured the attention of younger consumers, making South Korea the leading import country (ahead of France) with 43% of all imports. This shift poses a challenge to Japan’s long-standing dominance in the skincare market.
This webinar offers a comprehensive exploration of Japan’s dynamic skincare market, covering the regulatory landscape, emerging opportunities, and cultural nuances that shape consumer behaviour. Gain deeper insights into the market’s structure, from product categories to distribution channels. Join us to explore the factors defining one of the world’s most distinctive skincare markets.
The webinar is targeted to EU companies seeking to newly develop or strengthen their current positions in Japan’s Skincare market.
In 40 minutes from your desk, discover:
Programme:
Speaker: Caroline Hayashi (HC Japan Consulting) has over 15 years’ experience in marketing management positions within leading luxury groups (LVMH, Richemont) in Japan, Germany and France. Building on her expertise in strategic brand management as well as extensive hands-on experience in implementing marketing strategies, she is now working as an independent business development and marketing consultant for Japanese and European SMEs.
Moderator: Sofia Smerzi, Business Support Coordinator, EU-Japan Centre for Industrial Cooperation
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office
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