Discovering Men’s Makeup in Japan

Men’s makeup in Japan hasn’t always been a given – aside from the likes of models and rock stars, foundation, eyeliner, and brow pencils have largely been marketed towards women, as you might expect. But these days, if you walk into a shop in Shibuya, you might spot something that would’ve felt unusual not long ago: men browsing eyebrow mascara and Korean lip tints with the same casual focus as anyone else. In Japan, men’s makeup is edging into the mainstream, and although “no-makeup makeup” designed to evade notice is still the standard, the trend has been pushed along by a mix of pandemic-era mindset shifts and the ongoing glow of South Korean “K-beauty.”

Unsurprisingly, the trend is less about dramatic transformations and more about looking healthy, polished, and awake. Men are using cosmetics to even skin tone, tidy brows, and achieve moisturized “glass skin” rather than pull of a smoky eye or attempt bold contouring. For many, it’s not a style statement so much as a confidence hack. Women’s makeup in Japan has long followed similar trends, favoring gentle looks and natural-looking techniques – perhaps men are finally catching on.

Bringing Japanese Men’s Makeup Into the Everyday

The Mainichi Shimbun interviewed Shiyu Miyazaki, a 27-year-old corporate sales employee at Japan Tobacco Inc., to discuss his makeup habits – regularly applied both off-duty and at work, aiming for a natural finish. His cosmetics routine is practical: a base that doubles as sunscreen and brightens his complexion, brown eyebrow mascara to match his hair, and a touch of red gloss to lift his lip color. He got curious about cosmetics around two years ago after seeing men wearing makeup on TV and social media, then learned techniques through YouTube and by asking his female friends for advice.

The payoff, he says, is immediate. Colleagues and clients, both men and women, have complimented his “beautiful skin” and asked what his secret is. For Miyazaki, makeup is about switching on: when he looks put together, he feels ready to perform. He’s also dived deep into the world of skin care, from moisturizing to hair removal, and has even made some lifestyle adjustments to keep his skin clear – less greasy food, less alcohol. His inspiration? South Korean male pop idols known for their glossy, flawless finish. Last year, he even traveled to South Korea on a beauty-driven trip.

Larger Men’s Beauty Trends in Japan

Businesses are noticing the shift, too. Atelier Haruka, a Nagoya-based company with 65 hair and makeup specialty salons nationwide, says male customers have been on the rise in recent years. In 2025, use of its men’s eyebrow shaping service jumped 6.7x when compared to 2023 numbers – mostly clients in their 20s, 30s, and 40s. The company says men are coming in not just to prepare for special events (business meetings, dates, photo shoots) but also as part of regular grooming routines. At its Esola Ikebukuro location, staff say “natural makeup” is the top request, and many customers bring photos of Korean celebrities as references.

The pandemic seems to have nudged things along. Remote meetings put faces on screen for hours, and suddenly people noticed their brows, skin texture, or under-eye shadows more than ever. Social media did the rest: once men’s makeup started showing up in feeds, it became easier to imagine as normal.
And society? It’s warming up. A 2024 Intage Inc. survey of 5,000 people aged 15 to 79 found about 60% viewed men’s skin care and makeup favorably, while negative opinions were under 10% across age groups and genders. Major shopping outlets are reserving shelf space, if not entire zones, for cosmetic products marketed towards men. If this kind of acceptance keeps growing, Japan may eventually look back and laugh at the idea that men’s makeup was ever out of the ordinary.

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