PROSPECTS AND OPPORTUNITIES
Sustained growth expected for premium beauty and personal care
Despite the falling population, premium beauty and personal care in Japan is set to see a positive retail value CAGR at constant 2024 prices in the forecast period, driven by a series of strategic entries and expansions by luxury brands, alongside announced price increases by premium brands. Noteworthy entries into the domestic market include Van Cleef & Arpels, Burberry Beauty, La Beauté Louis Vuitton, and Bottega Veneta, which will contribute to a continued trend of rising unit prices.
Price increases likely to continue due to specialised products
In 2025, prominent premium and luxury beauty brands, such as Shiseido, ÍPSA, Clé de Peau Beauté, Decorté, Yves Saint Laurent, Shu Uemura, and Chanel, have announced price increases for their flagship skin care products, indicating a continuing trend of unit price growth moving forward. Adding to this, Prada Beauty launched its first eye cream in March 2025, marking another example of a luxury brand entering and expanding in the market, which will contribute to the rising price trend.
Growth and investment in premium fragrances
Premium fragrances in Japan is set to continue its retail value growth trend at constant 2024 prices in 2025, and indeed throughout the forecast period, driven by new entries of luxury brands, and increased investment in fragrances. This ongoing enthusiasm is evidenced by Van Cleef & Arpels launching its first fragrance in Japan at Takashimaya Shinjuku in March 2025, and Bvlgari establishing a permanent sales corner for its Allegra collection at the same venue in the winter of 2024.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Premium Beauty and Personal Care industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Premium Beauty and Personal Care in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Premium Beauty and Personal Care in Japan?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Premium Beauty and Personal Care in Japan - Category analysis
KEY DATA FINDINGS
Luxury brands see growth amidst price increases
Rising demand for mini-sized products due to continuous unit price increases
Expanding the reach of luxury brands in the digital age
Sustained growth expected for premium beauty and personal care
Price increases likely to continue due to specialised products
Growth and investment in premium fragrances
Beauty and Personal Care in Japan - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
The following categories and subcategories are included:
Premium Beauty and Personal Care
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!