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Business trends

Japan cosmetics makers take on K-beauty insurgents in men's market

Gen Zers are not the only guys spending lavishly on skin care and makeup

Tokyo metrosexuals learn how to put on makeup as men's cosmetics become a booming business.   © Pola Orbis/Jiji

TOKYO -- Japanese cosmetics and makeup companies are increasingly targeting men, both at home and overseas, from Gen Zers to old dudes, but they have some catching up to do.

That's because South Korean makeup brands have taken the lead in the Japanese men's market, which is expected to be worth around 160 billion yen ($1.17 billion) by 2024.

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