#Japan #Tokyo #TokyoBihada #Men'sSkincare #LATRICO

Emerging Trends in Men's Skincare

Introduction
In recent years, the perception of masculinity has evolved significantly, particularly regarding self-care practices. A recent survey conducted by Tokyo Bihada, involving 2,108 men and women aged 20 to 69, has shed light on the skincare habits and intentions of men, suggesting a burgeoning interest that surpasses women's engagement in several areas.

Survey Background

It's no longer a novelty for men to take an interest in skincare and beauty. The men's cosmetics market is projected to grow substantially, reaching approximately 49.7 billion yen by 2024, almost 1.8 times higher than in 2019. Moreover, data from Recruit's 'Beauty Census 2025' indicates that men aged 20-29 are now more likely to seek beauty medical treatments than women for the first time. This growth in the market and actual usage signals a significant shift in how men view beauty and skincare.

Key Findings from the Survey

1. Experience Rates among Genders
The survey revealed that the experience rate for specialized skincare treatments was almost identical for men and women, with 40.1% of men and 39.0% of women reporting some experience. Contrary to the stereotype that women dominate the beauty industry, this data indicates a leveling field in skincare concerns between the genders.

2. Influence of Social Media and Advertisements
The way men are introduced to skincare often stems from external influences. While both genders cite 'concern about skin issues' as their primary reason for starting treatments, a notable number of men, 16.9%, also credited social media and advertisements, compared to only 9.1% of women who reported the same.

3. Spending Patterns
One eye-opening revelation from the survey was regarding spending habits. Approximately 21.1% of men reported spending over 30,000 yen per month on skincare—about 1.6 times that of women, who had a rate of 13.1%. Particularly in the 30,000 to 50,000 yen range, men’s spending nearly doubled that of women.

4. Desire to Engage in Skincare
When asked about future intentions, a significant 59.3% of men expressed a desire to try some form of beauty treatment, surpassing women's interest at 53.1%. Men showed greater intent across nearly all proposed treatment methods, particularly for beauty injections and infusions.

The Shift in Culture

The findings point toward a cultural shift where men are transitioning from mere interest to actionable steps in skincare. The presence of accessible platforms like Tokyo Bihada allows men to discuss their skincare concerns openly—something that was traditionally stigmatized. The doubling of male consultations from 2023 to 2025 indicates that as barriers fall, more men are willing to engage.

Insights from Leadership

Tomoaki Hamaguchi, CEO of LATRICO, reflected on these findings, noting the growing acceptance of skincare among men. With similar starting points in experience and motivations between genders, his observations suggest that the trend of men spending more on skincare signifies an important shift in the market. As interest expands and options proliferate, there's a risk of individuals becoming overwhelmed by available choices; therefore, guidance from experts will become increasingly essential.

Expert Commentary

Dr. Maiko Tomaru, an affiliated physician at Tokyo Bihada, noted a marked increase in the willingness of men to discuss their skin concerns. This change highlights a collective movement towards self-awareness and health maintenance, a positive transformation in societal attitudes toward men's beauty practices.

Survey Overview

• - Conducted By: LATRICO Co., Ltd. (Tokyo Bihada)
• - Implemented By: GMO Research
• - Method: Online survey
• - Sample Size: 2,108 individuals (ages 20-69)
• - Duration: June 18-23, 2026

Conclusion

The evolving landscape of men's skincare illustrates not only changing demographics but a broader acceptance of beauty care as integral to health and well-being. With platforms like Tokyo Bihada leading the charge, the future looks promising for men aiming to achieve clearer, healthier skin. As interest grows, it will be vital to navigate the sea of information and offerings with the help of professionals to ensure the right choices are made for individual skincare journeys.