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Agenda-setting intelligence, analysis and advice for the global fashion community.

Japan’s Gen-Z Men Spend 20 Percent More on Makeup

Growth in the men’s cosmetics market in Japan has been attributed to the pandemic and wider use of video calls and online social gatherings.
The pandemic has boosted Japan's men's beauty market. Shutterstock.
The pandemic has boosted Japan's men's beauty market. Shutterstock.

The country’s male population born in or after the late 1990s are spending around 20 percent more per month on cosmetics than the rest of Japan’s population,

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