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Consumer

Ready for their close-up, Gen Z men in Japan snap up cosmetics

With fewer budget offerings, popular products pricier than women's

A men's and unisex cosmetics section at @cosme Tokyo in the city's trendy Harajuku district.

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. 

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