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Japan Cosmetics Market

Japan’s Cosmetics Market: Enormous Opportunity and Big Challenges for Foreign Brands

Japan’s annual beauty and personal care market is about $50 billion in size, second only to the United States (which is about $70 billion), according to Euromonitor International. Although the cosmetics market in Japan is one of the most competitive in the world and is largely dominated by domestic manufacturers like Shiseido, Kanebo, Kose, Kao and Pola, these companies and consumers are still actively seeking innovative products from overseas. In fact, certain imported brands from France and the United States have traditionally enjoyed a strong position in the Japanese market. Recently, however, due to diversification of consumer needs, other overseas suppliers, including even small and mid-cap companies from Asia, have been able to carve out a position for themselves in the market.


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Japan Internationalization Consultants