Beauty and personal care continued to see retail current value growth in Japan in 2024, with different growth factors observed in the premium and mass segments. Premium beauty and personal care grew due to department stores strengthening their beauty portfolios, and also the entry and category expansion of luxury brands in the Japanese market. In 2024, skin care and colour cosmetics grew thanks to hit hero products and price adjustments by premium brands. Fragrances also grew strongly, supported...
Euromonitor International's Beauty and Personal Care in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Beauty and Personal Care in Japan
- Euromonitor International
- May 2025
- List Of Contents And Tables
- BEAUTY AND PERSONAL CARE IN JAPAN
- EXECUTIVE SUMMARY
- Beauty and personal care in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for beauty and personal care?
- MARKET DATA
- Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MASS BEAUTY AND PERSONAL CARE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Mass beauty and personal care: Growth and strategic brand moves in 2024
- Mass brands outshine premium in sun care
- Convenience stores enhance beauty offerings with strategic brand collaborations
- PROSPECTS AND OPPORTUNITIES
- Mid-priced hair care products, and cost-effective innovations
- New promotions in the competitive mass colour cosmetics category
- Strengthening private label in mass beauty and personal care
- CATEGORY DATA
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
- PREMIUM BEAUTY AND PERSONAL CARE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Luxury brands see growth amidst price increases
- Rising demand for mini-sized products due to continuous unit price increases
- Expanding the reach of luxury brands in the digital age
- PROSPECTS AND OPPORTUNITIES
- Sustained growth expected for premium beauty and personal care
- Price increases likely to continue due to specialised products
- Growth and investment in premium fragrances
- CATEGORY DATA
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
- BABY AND CHILD-SPECIFIC PRODUCTS IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Baby and child-specific products sees stability in 2024
- Strategic brand expansion
- Expansion of fragrances and sun care to products for children
- PROSPECTS AND OPPORTUNITIES
- Emerging skin care trends for young children in Japan
- Engaging parents in promotions
- Shifting focus from baby products to pet products in ageing societies
- CATEGORY DATA
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
- Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
- Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
- Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
- Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
- Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
- BATH AND SHOWER IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Resilient growth for bath and shower in 2024
- Holistic approach in bath and shower products
- Elevating emotional value
- PROSPECTS AND OPPORTUNITIES
- Adapting to demographic shifts and the competition
- Addressing women’s health issues as economic and social opportunities
- Shifting focus to B2B amidst population decline
- CATEGORY DATA
- Table 34 Sales of Bath and Shower by Category: Value 2019-2024
- Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
- Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
- Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
- Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
- Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
- Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
- Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
- Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
- COLOUR COSMETICS IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Continued resurgence for colour cosmetics in 2024
- Shifting make-up preferences in the post-mask era
- Adapting to full-face make-up with skin care benefits
- PROSPECTS AND OPPORTUNITIES
- Sustained growth despite challenges
- Rising demand for multifunctional colour cosmetics with UV and skin care benefits
- Elevated demand for professional colour cosmetics and tools
- CATEGORY DATA
- Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
- Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
- Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
- Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
- Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
- Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
- Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
- Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
- Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
- DEODORANTS IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Rising demand for innovative deodorants in the extended summer heat
- The changing demands of consumers impact new product development
- Enhancing consumer literacy in deodorant selection
- PROSPECTS AND OPPORTUNITIES
- Adapting to climate change: A boost for deodorants
- Expanding awareness of deodorants: Full-body odour control solutions
- Innovative deodorant products, and competition from outside of deodorants
- CATEGORY DATA
- Table 54 Sales of Deodorants by Category: Value 2019-2024
- Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
- Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
- Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
- Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
- Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
- Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
- Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
- Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
- DEPILATORIES IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Portable products drive growth
- Innovative branding and product strategies
- Availability of razors and blades for specific body parts increases
- PROSPECTS AND OPPORTUNITIES
- Value addition and international expansion to fuel growth
- Addressing women’s health issues
- Tapping into a new market
- CATEGORY DATA
- Table 63 Sales of Depilatories by Category: Value 2019-2024
- Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
- Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
- Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
- Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
- Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
- Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
- FRAGRANCES IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Particularly strong growth for premium fragrances in 2024
- Luxury brands drive growth in premium fragrances
- Rising interest in fragrance events at department stores
- PROSPECTS AND OPPORTUNITIES
- Sustained growth for fragrances in 2025 and beyond
- Intensifying competition in fragrances
- Innovations in fragrance formats
- CATEGORY DATA
- Table 70 Sales of Fragrances by Category: Value 2019-2024
- Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
- Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
- Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
- Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
- Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
- Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
- Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
- HAIR CARE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Specialised styling products gain favour
- High-end mass hair care products gain momentum in health and personal care stores
- New hair care products address colouring and damage trends
- PROSPECTS AND OPPORTUNITIES
- Salon-endorsed brands and comprehensive hair care solutions
- Introducing pre-shampoo and enhanced drying routines
- Integrating scalp and UV care into hair care products
- CATEGORY DATA
- Table 78 Sales of Hair Care by Category: Value 2019-2024
- Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
- Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
- Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
- Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
- Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
- Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
- Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
- Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
- Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
- Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
- Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
- Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
- MEN'S GROOMING IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Growth trends in men’s grooming
- Evolving men’s skin care: Advanced formulae and new launches
- Rise of men’s colour cosmetics: Embracing beauty beyond gender norms
- PROSPECTS AND OPPORTUNITIES
- Men’s grooming set to grow amidst the genderless trend
- Cross-industry collaborations
- Focus on delicate zone care
- CATEGORY DATA
- Table 91 Sales of Men’s Grooming by Category: Value 2019-2024
- Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
- Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
- Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
- Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024
- Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
- Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
- Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
- Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
- ORAL CARE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Growth driven by health awareness and innovative products
- Brand renewals and new launches
- Empowering health through oral care: Companies’ educational initiatives
- PROSPECTS AND OPPORTUNITIES
- Education and differentiation to propel growth in oral care
- Dentist-endorsed products to boost competitiveness of oral care
- Nationwide dental screening programme to drive growth in oral care in Japan
- CATEGORY DATA
- Table 100 Sales of Oral Care by Category: Value 2019-2024
- Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
- Table 102 Sales of Toothbrushes by Category: Value 2019-2024
- Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
- Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
- Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
- Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
- Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
- Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
- Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
- Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
- Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
- Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
- SKIN CARE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Shifts in skin care in Japan: Premium and mass strategies
- The rise of medical aesthetics in skin care post-pandemic
- Balancing high efficacy and sensitive skin care in harsh environments
- PROSPECTS AND OPPORTUNITIES
- Growth drivers in premium skin care: Anticipating post-pandemic recovery
- Integrating inner beauty into skin care regimens
- High-tech personalisation in skin care in Japan
- CATEGORY DATA
- Table 113 Sales of Skin Care by Category: Value 2019-2024
- Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
- Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
- Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
- Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
- Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
- Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
- Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
- Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
- Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
- Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
- SUN CARE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Evolution of sun care: Rising demand and technological innovations
- Innovation in sun protection: Merging skin care with sun care
- Sun protection innovations for users of colour cosmetics
- PROSPECTS AND OPPORTUNITIES
- Rising trend for sun care in Japan in the forecast period
- Innovative partnerships with health and personal care stores in sun protection
- Emerging competition and innovation in sun protection
- CATEGORY DATA
- Table 124 Sales of Sun Care by Category: Value 2019-2024
- Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
- Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
- Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
- Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
- Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
- Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029
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