TOKYO -- Japan's Generation Z, raised by parents who believed in the benefit of sunblock and moisturizers, is naturally into cosmetics and skin care products -- regardless of gender.
Gen Z men -- those born in or after the late 1990s -- spend about 20% more a month on cosmetics than the overall population. Top sellers among this group are priced over 2,000 yen ($18), signaling their willingness to shell out more than women.
