The Surprising Spending Habits of Young Women on Fragrance in Japan

A recent survey conducted by Bizki, the company behind Kirei Style, has unveiled interesting insights into how much Japanese women are willing to spend on fragrances (perfumes and body mists). Conducted on November 6, 2025, this survey captured data from 816 women aged between 20 and 59, all of whom reported owning at least one fragrance. The results shed light on generational preferences, revealing that women in their 20s are the most likely to spend significantly on fragrances, contradicting common assumptions.

Survey Overview

The survey posed the question: "How much do you spend on fragrance annually?" The responses ranged from not purchasing any fragrance to spending over 50,000 yen. The most notable finding was that 36.4% of respondents reported spending less than 5,000 yen per year, while a combined 38% reported spending between 5,000 yen and 30,000 yen. This indicates that many women are conscientious about their spending and prefer to either use affordable options daily or save for a dream fragrance that they cherish over time.

Age-specific Insights

Analyzing the results by age group revealed that very few women in their 20s selected "do not purchase" or "spend less than 5,000 yen." This suggests that women in their 20s are indeed the highest spenders on fragrance, with 13.5% investing over 30,000 yen annually, contrasting with the overall average of about 9%. This age group seems highly influenced by social media trends and views fragrance as a key part of their personal expression and fashion.

Conversely, older age groups show a trend of decreased spending. Notably, among women in their 50s, 26% indicated that they do not purchase fragrances at all. This shift may reflect a transition from following trends in their youth to valuing individuality as they age.

Occupational Analysis

When looking at the results by profession, employees and civil servants showed a relatively low percentage (11.7%) of those who do not purchase any fragrance. The majority, nearly half, spent between 5,000 and 30,000 yen annually. For these women, fragrance serves not just as a luxury but also as part of workplace etiquette and a way to switch to work mode.

Interestingly, the student and part-time worker demographics highlight a willingness to spend on high-end fragrances. About 11% of students reported spending over 30,000 yen per year, surpassing the spending rate of full-time homemakers. This behavior reflects a strong desire among young women to save their earnings for coveted brand fragrances.

Household Income Insights

The survey further explored spending habits across different household income levels. Among households earning over 10 million yen, 18.5% reported spending more than 30,000 yen on fragrances, which is double the overall average. This highlights that for high-income individuals, fragrance is not merely a product but a significant investment and an expression of social status and personal aesthetics.

On the other hand, those in households earning less than 5 million yen were the most likely to indicate either that they do not purchase fragrances or spend less than 5,000 yen annually. This relationship suggests a notable correlation between household income and fragrance spending habits.

About Kirei Style

Kirei Style is dedicated to providing beauty and health information with the motto, "Your current beauty, your brilliance 10 years from now." With a focus on skincare, haircare, and body care, Kirei Style offers insights designed to enhance wellness and beauty. For more information about Kirei Style, visit Kirei Style.

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