Upcoming Trade Shows in Japan for Beauty

Globally, Japan has carved a significant portion of the beauty market and crafted a reputation as the cosmetics capital of the world. Japanese consumers are quite discerning when it comes to the products they buy and it’s also shown that men make up a good chunk of the consumer base, which further creates opportunities for Japanese beauty brands to diversify. The beauty market's product landscape is diverse, including haircare, fragrances, skincare and makeup. Among these, skincare stands out as the dominant player, holding the largest market share growth during the forecast period. The skincare segment's prominence is attributed to the widespread daily use of skincare products among the Japanese population. The appeal of skincare extends to the younger generation and working women, who are increasingly exploring beauty care options. The distribution of beauty products in Japan is channeled through various avenues, including specialist retail stores, supermarkets, convenience stores, pharmacies/drug stores, online retail channels, and other distribution channels. In this mix, pharmacies and drug stores emerge as the market dominators, seizing the largest market share. This dominance is driven by several factors, including the allure of high-profit margins and evolving consumer perceptions regarding the availability of quality products in these stores. In an effort to enhance market growth, cosmetics organizations in Japan have strategically aligned with pharmacies and drug stores, ensuring widespread distribution of their products. Esteemed companies like Canmake, Biore UV, Shiseido, and more have made their cosmetics readily available in drug stores throughout Japan. On the consumer side, the most interesting trend to emerge is the embrace of color in cosmetics. The pandemic gave a boost to the ‘natural no-make makeup look’ due to the strict mask mandates, where looking subdued, subtle and healthy became celebrated. Post-pandemic, consumers look to celebrate their freedom with bright colors.