◎ Japanese Cosmetics Market: Korean Brands Lead in Lip Makeup Share ◎ From 2022 to 2024, the Japanese cosmetics market maintained stable growth, with an average annual growth rate of 4.9%. Among all categories, makeup (6.1%) and skincare (5.4%)showed particularly strong growth. Korean cosmetics brands recorded the highest market share in the lip (50.4%) and skincare/makeup (42.9%) segments, solidifying their position in the Japanese market. Major Japanese cosmetic companies such as Shiseidoand Koséare facing limitations in the domestic market, particularly due to a declining population and intensified competition. As a result, they are seeking new growth opportunities by expanding into emerging Asian markets such as Vietnam, Indonesia, and Thailand. Additionally, these companies are striving to overcome domestic market constraints by exploring new growth drivers such as beauty tech, advanced biotechnology, and the senior market. Beauty Tech Emerges as a Growth Engine The beauty tech industryhas emerged as a key growth driver in the Japanese cosmetics market. Japan now boasts the second-largest beauty tech market in the world, following the United States, and has outpaced Korea in market size. The industry is evolving toward enhanced personalized services powered by AI(CMN, April 18, 2025) | 
