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.
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
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