Exploring the Allure of Japanese Cosmetics: Safety and Cost-Effectiveness Take the Lead

In a recent investigation conducted by Bizki, the company behind the beauty and wellness information platform Kirei Style, a survey was revealed that explored the facets of Japanese cosmetics appealing to women across diverse age groups and professions. With a sample size of 2,000 women aged between 20 and 59 from all over Japan, the results shed light on the preferences influencing beauty product choices.

Survey Overview

The survey, conducted online on November 6, 2025, aimed to identify which aspects women find most attractive in Japanese cosmetics. Participants were given multiple-choice options,
including:
1. Price (Cost-Effectiveness)
2. Ingredients
3. Safety
4. Package Design
5. Trust in the Brand
6. Trendiness
7. Image Models Used
8. Color Variations
9. Ease of Purchase
10. Sensation/Texture
11. Gentleness on Skin
12. Others
13. No Appeal for Japanese Cosmetics

Overall Findings

Among the total respondents, the most significant outcome was that a whopping 50.4% rated safety as the most appealing factor in Japanese cosmetics. Following closely were price (cost-effectiveness) at 31.5% and ingredients at 28.8%. Notably, amid the current surge of overseas cosmetic brands, the trust in Japanese products remains steadfast, reflecting a desire for safety given that these products are applied directly to the skin. Additionally, the convenience of sourcing Japanese cosmetics was acknowledged, with 25.6% of participants mentioning ease of purchase as a major factor.

Age-Related Insights

Examining preferences by age reveals an increasing appreciation for safety among older cohorts. Only 30.0% of the respondents in their 20s valued safety, but this figure increased to 47.2% in their 30s, 56.8% in their 40s, and soared to 67.6% in their 50s. This trend suggests that as women age, the importance of avoiding skin troubles and burdens becomes a priority. Similarly, regarding ingredients, there is a notable jump from 19.4% in the 20s to 37.4% in the 50s, hinting at a growing focus on the functional aspects of these products.

Conversely, 27.8% of respondents in their 20s did not find appeal in Japanese cosmetics, possibly influenced by the recent popularity of Korean cosmetics over Japanese brands.

Professional Perspectives

From a professional standpoint, the survey indicated that different occupations underscore various priorities in selection. Of those surveyed, homemakers rated safety the highest at 61.1%, indicating a protective stance concerning themselves and their families. The convenience factor was also well-regarded by 30.4% within this group, reflecting the importance of accessible purchases in their routine.

In contrast, students and part-time workers preferred cost-effectiveness, with a significant 36.2% acknowledging this aspect as crucial, reinforcing the idea that quality combined with affordability is key for those on a tighter budget. Meanwhile, the self-employed respondents rated trust in the brand at 31.1%, suggesting a preference for long-term relationships with reliable brands.

Income Implications

Delving into responses categorized by household income reveals a different narrative. Among those with an income of below 5 million yen, price (cost-effectiveness) prevailed at 33.6%. However, as income levels rose, savvy consumers began to prioritize factors other than cost. Those with an annual income over 10 million yen rated ingredients as their top concern at 36.4%, alongside a greater appreciation for product aesthetics, evident from the elevated importance placed on packaging design (12.4%) and trendiness (8.7%). This implies that higher-income respondents seek added value and beauty in their cosmetic choices.

Conclusion

Kirei Style consistently works to gather and share information centered around beauty and health. By continuing to explore these insights and trends, they aim to not only address everyday challenges faced by beauty enthusiasts but also enrich the overall experience of beauty in Japan. For those keen on further exploring these topics or looking for cosmetic guidance, Kirei Style serves as an invaluable resource.

For more information visit Kirei Style's official site here. Stay connected through their X, Instagram, and Facebook.