The Rise of the Middle-Aged Male Skincare Market in Japan

As Japan rapidly enters a stage of significant population aging, the middle-aged male skincare market is experiencing substantial growth. This week, the well-known Japanese brand Mandom launched a new skincare line called “ZFACE,” explicitly targeting men aged 55 and above. The promotional campaign for ZFACE underscores a shift in consumer power, highlighting a demographic that has long been overlooked by the market: middle-aged men.

A New Focus on Middle-Aged Men

The name “ZFACE” draws inspiration from the letter “Z,” symbolizing the ideal image for the latter half of one’s life. This skincare line is designed to meet the skincare needs of middle-aged men, featuring products that cover basic skincare functions and incorporate facial muscle training to promote a holistic approach to beauty care. To enhance the consumer experience, ZFACE has partnered with the Japanese fitness brand RIZAP to offer facial training videos and a “ZFACE Facial Diagnosis” service, blending fitness and beauty into an immersive experience.

This focus on middle-aged male skincare is not an isolated event. In recent years, Japan’s beauty and skincare industry has increasingly catered to men’s skincare, particularly targeting the growing market of middle-aged and older men. According to Mandom’s…