The evolution of japanese beauty standards

The face of Japan is changing as the country continues to navigate a crisis in the post-COVID era. This encompasses demographics (an ageing population), economics (the exchange rate of the yen), and society (work–life balance). Yet, the domestic cosmetics market is forecast to grow from $20.75 billion (€17.8 bn) in 2025 to $33.24 billion (€28.6 bn) by 2032, according to Fortune Business Insights. How is this conjunction of factors reshaping cultural and beauty standards across the archipelago?

By Ulysse Lardy

The Fragrance Revival

One of the most striking changes in Japanese shopping malls is the adoption of fragrance within beauty rituals. Historically associated with lower social classes, perfume has moved to the forefront of the Japanese scene, driven by the success of home fragrances during COVID and by Gen Z influencers.

International brands (Le Labo, Amouage) as well as local ones (J-Scent, Osaji) are flourishing in upscale Tokyo districts such as Azabudai Hills. In fragrance-based skincare, the Japanese brand Shiro stands out with facial treatments scented with locally sourced ingredients such as white tea and white lilac.

The Rise of Hyper-Specialised Care

In hair care, hyper-specialized products for fragile hair—such as those from The Answer or Melt—as well as treatments for oily and sensitive scalps, like those from Naturlab, are gaining traction.

For the body, holistic, spa-inspired at-home rituals to perform are on the rise, such as Kanebo’s Wrapping Body Polisher scrub.

Skincare, meanwhile, is entering the mass market. Accessible brands such as Matsukiyo and Recipeo are growing in popularity. Recipeo targets dull and sensitive skin, emphasizing “clean” formulations for Japanese consumers (alcohol-free, dye-free, UV filter-free, etc.).

At the same time, cosmetic medicine and aesthetic surgery practices are expected to continue their upward trajectory in the coming years, according to Grand View Research.

Evolving makeup codes

The traditional Japanese beauty ideal — characterized by semi-matte skin, round eyes with a double eyelid, long curled lashes, and matte lips— is gradually evolving.

The complexion segment is becoming more functional, with multi-purpose primers (hydrating, blurring, brightening, UV/pollution protection) recently launched by brands like Kose. Some foundations now feature “pore-reduction” claims, reflecting an shift in the Japanese perception of anti-aging.

Similarly, lip products are adopting glossier, plumping finishes, as illustrated by Visée’s Nenmaku Fake Liquid gloss, offered in mauve or ochre shades unusual for the Japanese market and positioned as unisex.

Shimmer is also expanding to eye makeup, with Oster’s glitter mascaras.

Toward more individualized beauty

These changes reflect a profound underlying transformation in J-Beauty. The rise of fine fragrance and glossy lip textures reveals a growing desire for self-expression in an insular society where social codes traditionally restrain individuality.

Complexion ideals are shifting and, much like tattoos, aesthetic medicine is no longer deemed taboo.

Generally speaking, Japanese consumers are seeking more accessible skincare, new formats, vibrants colours, and hybrid, unisex formulas that better match their specific skin and hair types. Awareness in well-being practices and sustainable cosmetics is also beginning to emerge.

It will be interesting to observe how these standards evolve if the population of the Land of the Rising Sun becomes more ethnically diverse in the future.

Finally, despite the current global popularity of K-Beauty — and the first controversies surrounding it, such as the surge in product recalls for exports in 2025 —, J-Beauty looks set to reclaim the global spotlight very soon.