Men’s Cosmetics in Japan: A Cultural Shift in Professional Grooming

Men’s cosmetics in Japan are no longer a fringe trend. What was once considered unnecessary—or even inappropriate—is now being reframed as a practical tool for professional appearance management, particularly among job-hunting university students (SHUKATSU DANSHI) and young professionals.

This shift reflects deeper changes in cultural values, workplace norms, and consumer attitudes toward masculinity and presentation, with men’s make-up moving from social taboo to functional grooming.

In the Showa era (1926–1989), traditional masculinity in Japan emphasized:

• Strength and resilience
• Practicality over aesthetics
• Minimal attention to appearance

In that context, using beauty products to enhance or correct appearance was often seen as unnecessary, overly feminine, or even socially inappropriate for men.

As Japan entered the Heisei and now Reiwa eras, youth culture, global beauty trends, and the rise of online interactions gradually changed this perception. Today, especially among younger generations, people increasingly see men’s grooming—including make-up—as practical self-management rather than fashion or vanity.

Universities across Japan now offer men’s grooming and care product seminars specifically for job-seeking students. These seminars focus on subtle techniques and care routines:

• Light base make-up (e.g., BB cream)
• Eyebrow grooming
• Tone correction and coverage for dark circles or uneven skin

The goal is not “looking fashionable,” but reducing distractions and presenting a clean, polished appearance—especially in online interviews where facial details are amplified. Many students report increased confidence and better perceived impressions after adopting light makeup during interviews.

Market data show the broader trend is not limited to students. The male personal care and cosmetics category in Japan has expanded significantly in recent years, with younger generations showing openness toward appearance management. This includes:

• Everyday grooming products
• Functional makeup items designed to be subtle and natural
• Increased social acceptance

For brands, this represents an opportunity to design and communicate products not just as beauty items, but as tools for professionalism, confidence, and self-presentation.

Sales-based rankings for men’s make-up brands are not yet publicly available in Japan, as the category remains relatively small and sales data are typically aggregated into broader men’s grooming or skincare segments.

For this reason, the brands featured here have been selected based on category relevance, product intent, and market visibility, rather than sales volume or market share. This list highlights brands that are strategically significant in the men’s make-up category, based on their intentional inclusion of make-up products for men (such as base make-up, tone correction, and eyebrow products), visibility in consumer discussions or media related to men’s grooming, and availability and level of interest within the Japanese market, including global brands adopted by Japanese consumers.

Note: This ranking is based on category relevance and market visibility, not sales volume.

1. Shiseido Men
2. Explicit men’s makeup offerings (e.g., BB creams, eyebrow items).
   
3. UNLICS (アンリクス / Kao)
4. Created for younger male audiences with makeup-friendly base products.
5. BULK HOMME
6. Expanding from grooming into base makeup and complexion enhancing products.
7. FIVEISM × THREE
8. A Japanese brand blending cosmetic artistry with men’s makeup needs.
9. War Paint for Men
10. International men’s makeup brand focused on natural, everyday use.
11. Boy de Chanel
12. Luxury brand line with subtle complexion products suitable for men.
13. Tom Ford Beauty
14. Global luxury makeup products including concealers and subtle base items.
15. Jeong Saem Mool Homme
16. K-beauty professional brand expanding into men’s makeup.
17. The Face Shop Men
18. Accessible range including tone adjustment items and light makeup.
19. Stryx
20. US-based brand offering men-oriented makeup for concealment and polish.

What This Ranking Indicates

Unlike mass category lists driven purely by sales, this ranking is built around strategic relevance: how brands are positioned, how they speak to male consumers, and how visible they are in conversations around grooming and professional appearance.

The reframing of men’s make-up in Japan—from taboo to practical grooming—offers two key insights:

1. Professionalism Drives Adoption

Men are increasingly using makeup not to attract attention, but to reduce visual distraction, enhance clarity on camera, and convey cleanliness and readiness.

2. Cultural Shifts Shape Consumption

What was once dismissed as incompatible with masculinity is now understood as a form of consideration for others and self-discipline—traits valued in professional settings.

For brands, this signals that functionality, subtlety, and education are more powerful than flamboyance.

As social and professional expectations evolve, so too does the role of men’s cosmetics in Japan. What started as a niche conversation has grown into a broader cultural acceptance, supported by:

• Online engagement
• Digital interview norms
• Youth-led behavioral shifts

Understanding this evolution is crucial for companies aiming to navigate not just product innovation, but consumer insights, communication strategy, and future growth opportunities.

To explore how these shifts translate into real consumer behavior, CarterJMRN conducts face-to-face concept and product testing across Japan—either in consumers’ homes or at our dedicated research facility. This allows us to capture authentic usage, in-context reactions, and nuanced perceptions around grooming, professionalism, and appearance that are difficult to surface through online methods alone.

Yomiuri Shimbun Online: Published January 20, 2026, 15:00

https://news.line.me/detail/oa-yomiurishimbun/nj9cy8qrrbnn?mediadetail=1&utm_source=line&utm_medium=share&utm_campaign=none&ep_list_account_id=oa-yomiurishimbun&ep_list_slug=jwvg1aeyzmpu

Men’s make-up brands:

1. Shiseido Men: https://brand.shiseido.co.jp/shiseidomen.html#makeup
2. UNLICS (アンリクス / Kao): https://unlics.jp/
3. BULK HOMME: https://bulk.co.jp/shop/products#makeup
4. FIVEISM × THREE: https://www.threecosmetics.com/fiveism-x-three/
5. War Paint for Men: https://www.warpaintformen.com/
6. Boy de Chanel: https://www.chanel.com/jp/makeup/boy-de-chanel/c/5x1x10/
7. Tom Ford Beauty: https://www.tomford.com/beauty
8. Jeong Saem Mool Homme: https://www.jeongsaemmool.com/
9. The Face Shop Men: https://www.thefaceshop.com/global/men
10. Stryx: https://stryxcosmetics.com/