The Rising Trend of Male Cosmetics: A New Frontier in Japan’s Beauty Market

The rising trend of male grooming in Japan has transformed makeup from an exclusively female domain into an everyday routine for the modern young man. Propelled by the influence of youthful idol groups, more male students are embracing cosmetics, highlighting an evolving cultural shift and a new business opportunity.

Take the example of Yoshiaki Yoshida, a second-year university student who developed an intense interest in makeup after watching a tutorial on YouTube. Now, before stepping out, Yoshida not only applies foundation but also lip color. This burgeoning trend is evident in districts like Harajuku, Tokyo, a fashion-forward locale where cosmetics store @cosme TOKYO caters to male customers, ranging from high school teens to white-collar professionals in their 30s.

Approximately 70% of these male consumers, including Yoshida, reveal they first experimented with makeup between the ages of 18 to 22, indicating that many Japanese males start exploring cosmetics soon after entering university. Another sophomore, Masaharu Aoki, funds his beauty expenses through part-time work, purchasing items such as foundation and eyeliner.