The Battle of Beauty: Korean vs Japanese Cosmetics Trends Among Different Age Groups

Beauty Preferences in Numbers

A recent survey conducted by Bizki, the company behind Kirei Style, aimed to understand the purchasing trends of Korean and Japanese cosmetics among women aged 20 to 59 across Japan. With a sample size of 2,000 participants, the findings illustrate a clear preference for Japanese cosmetics over their Korean counterparts, despite the global popularity of the latter.

Survey Overview

Conducted online on April 22, 2025, the survey posed a simple yet revealing question: Which cosmetics do you purchase more frequently - Korean or Japanese? The options included: 1. Korean Cosmetics, 2. Japanese Cosmetics, 3. Both Equally, and 4. Neither.

The results indicated that 63.85% of respondents favored purchasing Japanese cosmetics more frequently than Korean cosmetics. In contrast, only 6.15% reported a higher purchase frequency for Korean products. Adding those who felt they purchased both equally (9.85%), the total percentage of those supporting Korean cosmetics was a mere 16%. This trend highlights a significant loyalty towards domestic brands in Japan.

Age-Related Trends

When segmented by age, the survey revealed that the youthful enthusiasm for Korean cosmetics peaked in the 20s demographic. Here, 25% of respondents either purchased Korean cosmetics more frequently or equated their purchasing habits with those of Japanese cosmetics. This percentage notably decreased with age—20.8% in their 30s, 11.6% in their 40s, and just 6.6% among those in their 50s.

Conversely, the preference for Japanese cosmetics rose with age, reaching 80.8% among women in their 50s. This indicates an increasing trend where older generations favor the reliability and quality that Japanese cosmetics claim to offer, turning away from the momentary allure of Korean products.

A noteworthy observation from the survey is that 29.6% of the 20-something participants reported not purchasing any cosmetics, signaling a potential divide between those who are interested in beauty products and those who are not.

Professional Insights

Professionally, the data showed that medical practitioners were the most inclined to purchase Korean cosmetics (10.6%), followed by company employees and public servants at 9.0%. This suggests that the medical field appreciates the innovative ingredients often found in Korean beauty products, such as Retinol, Centella Asiatica (シカ), and Niacinamide.

In stark contrast, Japanese cosmetics found their strongest backing among self-employed individuals (79.7%) and housewives (73.5%). These demographics appear to prioritize trusted and familiar brands reflecting their lifestyle choices.

Economic Factors

An analysis of respondents based on household income also revealed some trends; notably, those earning less than 5 million yen annually showed a significant 23.1% in opting out of cosmetics purchases altogether, underlining the impact of economic factors on beauty consumption.

Conversely, there was no clear correlation between income levels and the frequency of purchasing either Korean or Japanese cosmetics, indicating that factors influencing beauty shopping are multifaceted.

Conclusion

This survey confirms that despite the international rise of Korean cosmetics, a significant proportion of Japanese women still gravitate towards local brands. However, niche markets comprising younger consumers and medical professionals express a growing affinity for Korean products. Furthermore, the variations in purchasing habits across age groups and professions underscore that cosmetic choices reflect personal lifestyles and attitudes towards beauty.

For further information on beauty and health, visit Kirei Style and stay connected to the latest trends in the cosmetics industry. Your journey to beauty and wellness starts here with Kirei Style, designed to cater to all your skincare and wellness needs.

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