With more men, particularly young ones, becoming increasingly attentive to personal grooming, cosmetics companies are pouring resources into products for men. New toners, foundation and other products are constantly appearing on shelves. There are even cosmetic brands marketed exclusively to men.
"It makes my face look smaller," a male university freshman, 19, said in surprise, examining the results of his first-ever makeup experience at the cosmetics counter of Hankyu Men's Tokyo in the Yurakucho district of Tokyo. A store employee had applied several products from Fiveism x Three, a men's brand made by Acro Inc., a subsidiary of Pola Orbis Holdings Inc.
Acro debuted 61 products on Sept. 19, including foundation, eye shadow and nail polish. While women's foundation generally comes in about five colors, the company created 15 colors to match the suntanned skin of men. The products also contain more powder to reduce stickiness for men, who tend to perspire more, the company said.
Men's toners, emulsions and other products have been around for a while, but there has been little available in the form of "real makeup" like foundation. "Putting on makeup helps make a good impression in business settings. I want men's makeup culture to take root," Acro President Akira Gogo said.
Daiichi Sankyo Healthcare Co. launched a men's brand called Minon Men in September, offering a toner and three other products. Using drug-making technology, the company developed products suited for men's oily, easily dried-out skin. Shiseido Co. started corporate classes this year to teach men how to use toner and other products.
Domestic sales of toners, emulsions and other facial-care products for men are expected to reach 23.1 billion yen (about 205 million dollars) in 2018, more than 1.5 times the level 10 years ago, according to market research firm Fuji Keizai Co.
Domestic companies are benefiting from the increasing number of foreign tourists who buy Japan-made cosmetics as souvenirs. Still, the domestic market is expected to shrink as the population declines.
Men's cosmetics "are a promising, virtually untapped market," an official of a major cosmetics firm said, indicating that product development is expected to accelerate in the industry.
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