Japan Facial Serum Market Size, Share & Trends Analysis Report By Price Point, By Form (Water Based, Oil Based, Gel Based, and Others), By Distribution Channel, By Serum Type, and Forecast, 2023 - 2030

The Japan Facial Serum Market size is expected to reach $459.14 Million by 2030, rising at a market growth of 6.1% CAGR during the forecast period. In the year 2022, the market attained a volume of 20597.26 Thousand Units, experiencing a growth of 5.9% (2019-2022).

The facial serum market in Japan has witnessed a significant surge in popularity and innovation, with a diverse range of products catering to the unique skincare needs of consumers. As Japanese consumers prioritize advanced skincare solutions, various brands have introduced cutting-edge serums to address specific concerns such as hydration, anti-aging, and brightening. Many brands are incorporating elements like green tea extract, sake, and rice bran oil, drawing inspiration from the rich heritage of Japanese skincare. These ingredients resonate with the cultural identity and align with the Japanese philosophy of maintaining natural beauty.

Hydration is a key focus in the Japanese skincare routine, and face serums play a pivotal role in achieving and maintaining well-hydrated skin. Japanese consumers often seek serums with lightweight textures that can be easily absorbed, providing an intense burst of moisture without a greasy feel. Hyaluronic acid, a popular hydrating ingredient, is widely featured in Japanese serums, contributing to the overall plumpness and elasticity of the skin.

The COVID-19 pandemic has significantly impacted the beauty industry in Japan, including the facial serum market. Consumer priorities have shifted with lockdowns, social distancing measures, and remote work becoming the norm. The focus has intensified on self-care and at-home skincare routines, leading to a surge in demand for skincare products, including facial serums. The pandemic has also accelerated the trend of “skinimalism,” emphasizing minimalistic skincare routines with effective products. Japanese facial serums, known for their high efficacy, lightweight formulations, and versatile benefits, perfectly align with this trend.

Market Trends

Growing popularity of skin brightening serums

In recent years, Japan has witnessed a remarkable surge in the popularity of skin brightening serums, reflecting a growing trend in skincare preferences. Japan has a long-standing tradition of valuing fair and flawless skin as a symbol of youth and purity. This cultural inclination towards a porcelain complexion has been ingrained in Japanese beauty ideals for centuries. Japanese skincare brands are renowned for their cutting-edge formulations, incorporating scientifically proven ingredients such as vitamin C, niacinamide, and arbutin, known for their brightening properties. These serums promise to lighten hyperpigmentation and address other skin concerns, contributing to their popularity in Japan.

The Japanese skincare industry’s commitment to quality and efficacy has fostered consumer trust. With a reputation for producing reliable and effective products, Japanese skincare brands have capitalized on the demand for skin brightening solutions. The meticulous attention to detail in product development and adherence to stringent quality standards have further fueled the surge in popularity.

According to the Ministry of Economy, Trade and Industry (METI), the size of Japan’s cosmetics and personal care products industry was about USD 35 billion in 2019. Japan is home to about 3,000 beauty care companies. Skincare products dominate 53 % of the Japanese cosmetics industry. Anti-aging, brightening, and moisturizing products are in high demand. This growing demand signifies a shift in consumer preferences towards targeted and specialized skincare solutions, aligning with the persistent emphasis on achieving radiant and youthful skin. As Japan continues to be a trendsetter in the beauty landscape, the rise of skin brightening serums marks a noteworthy evolution in the country’s cosmetic preferences, further contributing to the dynamism of its thriving beauty industry.

Social factors also contribute to the rising trend, as many Japanese consumers invest time and resources in elaborate skincare routines. The influence of K-beauty trends, which prioritize a radiant complexion, has also shaped beauty standards in Japan. Therefore, the popularity of skin brightening serums in Japan is attributed to a cultural preference for fair skin and the technological prowess of Japanese skincare brands.

Rise in online sales channels

In recent years, Japan has witnessed a significant surge in the popularity of online sales channels for facial serums, marking a transformative shift in consumer behavior within the beauty and skincare industry. The digital revolution has played a pivotal role in this transformation, with an increasing number of Japanese consumers embracing online shopping platforms for their skincare needs. E-commerce giants and specialized beauty websites have capitalized on this shift by offering a wide array of facial serums, providing consumers with convenience and a diverse product selection at their fingertips.

One key driver behind the rise of online sales channels for facial serums in Japan is the growing preference for personalized skincare routines. Online platforms leverage advanced algorithms and data analytics to recommend specific serums based on individual skin types, concerns, and preferences. This level of customization resonates well with Japanese consumers who prioritize tailored solutions for their skincare regimens.

According to the International Trade Administration, e-commerce sales of goods grew by 8.6% in 2021, surpassing the figures from the preceding year and reaching an estimated total industry value of USD 188.1 billion. As consumers increasingly turned to online platforms for shopping, the demand for skincare products, particularly facial serums, witnessed a considerable uptick. The convenience of online shopping and the growing emphasis on skincare routines contributed to the expansion of the facial serum market in Japan.

Furthermore, the rise of subscription-based models and loyalty programs on online platforms has incentivized repeat purchases, fostering a sense of brand loyalty among Japanese consumers. Discounts, exclusive promotions, and limited-edition releases create a sense of urgency, encouraging consumers to explore and experiment with various facial serums. Thus, the surge in online sales channels for facial serums in Japan is driven by a digital revolution, offering personalized skincare solutions through advanced algorithms.

Competition Analysis

The Japanese facial serum market is dynamic and competitive, with several key players contributing to its growth and innovation. One prominent player in the Japanese facial serum market is Shiseido, a global skincare giant with a deep-rooted history. Established in 1872, Shiseido has been at the forefront of beauty and skincare innovations. The company’s facial serums often integrate traditional Japanese ingredients like green tea and rice extract, blending heritage with modern scientific advancements.

Albion, a Japanese skincare brand founded in 1956, has gained prominence for its high-quality facial serums. The company’s formulations often feature unique ingredients such as Job’s Tears, a traditional Japanese grain known for its moisturizing properties. The brand’s dedication to promoting healthy skin has made it a favorite among Japanese consumers seeking effective, gentle skincare solutions.

Another significant contributor is Kose Corporation, known for its diverse portfolio of skincare and cosmetics. Kose emphasizes the fusion of nature and science, incorporating natural ingredients like botanical extracts into facial serums. The company’s focus on personalized skincare solutions aligns with the Japanese preference for tailored beauty routines, and its products often address specific skin concerns, catering to a broad consumer base.

Fancl Corporation is another player making waves in the Japanese facial serum market. Specializing in preservative-free skincare, Fancl prioritizes the purity and freshness of its products. The brand’s serums are designed to nourish and revitalize the skin, reflecting Japan’s cultural emphasis on achieving a radiant complexion. Fancl’s commitment to clean beauty has resonated well with consumers seeking minimalist yet effective skincare routines.

The Japanese facial serum market is also influenced by global players like SK-II, a brand under Procter & Gamble. SK-II has gained a strong foothold in Japan with its innovative use of Pitera, a yeast-derived ingredient known for its skin-renewing properties. The brand’s luxurious formulations and scientific approach appeal to consumers seeking prestige skincare products. As the demand for advanced skincare solutions continues to rise, these companies play a crucial role in shaping the industry and driving innovation.

List of Key Companies Profiled

• L'Oréal S.A.
• Galderma S.A.
• KOSE Corporation
• Clarins Group SA
• Shiseido Company Limited
• Beiersdorf AG
• The Estee Lauder Companies, Inc.
• Revlon, Inc. (MacAndrews & Forbes)
• Unilever PLC
• Amorepacific Corporation

Japan Facial Serum Market Report Segmentation

By Price Point

• Mass-Market
• Premium
• Luxury

By Form

• Water Based
• Oil Based
• Gel Based
• Others

By Distribution Channel

• Supermarkets & Hypermarkets
• Specialty Beauty Stores
• Online Retailers
• Drugstores & Pharmacies
• Others

By Serum Type

• Anti-Aging Serums
• Skin Brightening Serums
• Acne Fighting Serums
• Hydrating & Exfoliating Face Serums
• Others

Chapter 1. Market Scope & Methodology
1.1 Market Definition
1.2 Objectives
1.3 Market Scope
1.4 Segmentation
1.4.1 Japan Facial Serum Market, by Price Point
1.4.2 Japan Facial Serum Market, by Form
1.4.3 Japan Facial Serum Market, by Distribution Channel
1.4.4 Japan Facial Serum Market, by Serum Type
1.5 Methodology for the research

Chapter 2. Market Overview
2.1 Introduction
2.1.1 Overview
2.1.1.1 Market Composition and Scenario
2.2 Key Factors Impacting the Market
2.2.1 Market Drivers
2.2.2 Market Restraints
2.2.3 Market Opportunities
2.2.4 Market Challenges
2.2.5 Market Trends

Chapter 3. Competition Analysis - Global
3.1 KBV Cardinal Matrix
3.2 Recent Industry Wide Strategic Developments
3.2.1 Partnerships, Collaborations and Agreements
3.2.2 Product Launches and Product Expansions
3.2.3 Acquisition and Mergers, Joint Venture
3.2.4 Expansions
3.3 Top Winning Strategies
3.3.1 Key Leading Strategies: Percentage Distribution (2019-2023)
3.3.2 Key Strategic Move: (Product Launches and Product Expansions: 2020, Jul – 2023, Sep) Leading Players
3.4 Porter’s Five Forces Analysis

Chapter 4. Japan Facial Serum Market
4.1 Japan Facial Serum Market
4.2 Japan Facial Serum Market by Form
4.3 Japan Facial Serum Market by Distribution Channel
4.4 Japan Facial Serum Market by Serum Type

Chapter 5. Company Profiles – Global Leaders
5.1 L'Oréal S.A.
5.1.1 Company Overview
5.1.2 Financial Analysis
5.1.3 Segmental and Regional Analysis
5.1.4 Recent strategies and developments:
5.1.4.1 Partnerships, Collaborations, and Agreements:
5.1.4.2 Product Launches and Product Expansions:
5.1.4.3 Acquisition and Mergers, Joint Ventures:
5.1.5 SWOT Analysis
5.2 Galderma S.A.
5.2.1 Company Overview
5.2.2 Recent strategies and developments:
5.2.2.1 Product Launches and Product Expansions:
5.2.2.2 Acquisition and Mergers:
5.2.3 SWOT Analysis
5.3 KOSE Corporation
5.3.1 Company Overview
5.3.2 Financial Analysis
5.3.3 Segmental and Regional Analysis
5.4 Clarins Group SA
5.4.1 Company Overview
5.4.2 SWOT Analysis
5.5 Shiseido Company Limited
5.5.1 Company Overview
5.5.2 Financial Analysis
5.5.3 Segmental and Regional Analysis
5.5.4 Research & Development Expense
5.5.5 SWOT Analysis
5.6 Beiersdorf AG
5.6.1 Company Overview
5.6.2 Financial Analysis
5.6.3 Segmental and Regional Analysis
5.6.4 Research & Development Expense
5.6.5 SWOT Analysis
5.7 The Estee Lauder Companies, Inc.
5.7.1 Company Overview
5.7.2 Financial Analysis
5.7.3 Segmental and Regional Analysis
5.7.4 Research & Development Expense
5.7.5 Recent strategies and developments:
5.7.5.1 Acquisition and Mergers:
5.7.6 SWOT Analysis
5.8 Revlon, Inc. (MacAndrews & Forbes)
5.8.1 Company Overview
5.8.2 Financial Analysis
5.8.3 Segmental Analysis
5.8.4 Recent strategies and developments:
5.8.4.1 Geographical Expansions:
5.8.5 SWOT Analysis
5.9 Unilever PLC
5.9.1 Company Overview
5.9.2 Financial Analysis
5.9.3 Segmental and Regional Analysis
5.9.4 Research & Development Expense
5.9.5 Recent strategies and developments:
5.9.5.1 Product Launches and Product Expansions:
5.9.5.2 Acquisition and Mergers:
5.9.6 SWOT Analysis
5.10. Amorepacific Corporation
5.10.1 Company Overview
5.10.2 Financial Analysis
5.10.3 Regional & Segmental Analysis
5.10.4 Research & Development Expenses
5.10.5 Recent strategies and developments:
5.10.5.1 Partnerships, Collaborations, and Agreements:
5.10.5.2 Product Launches and Product Expansions:
5.10.6 SWOT Analysis

TABLE 1 Japan Facial Serum Market, 2019 - 2022, USD Million
TABLE 2 Japan Facial Serum Market, 2023 - 2030, USD Million
TABLE 3 Japan Facial Serum Market, 2019 - 2022, Thousand Units (1 Oz)
TABLE 4 Japan Facial Serum Market, 2023 - 2030, Thousand Units (1 Oz)
TABLE 5 Partnerships, Collaborations and Agreements– Facial Serum Market
TABLE 6 Product Launches And Product Expansions– Facial Serum Market
TABLE 7 Acquisition and MERGERS, JOINT Venture– Facial Serum Market
TABLE 8 Expansions– Facial Serum Market
TABLE 9 Japan Facial Serum Market by Price Point, 2019 - 2022, USD Million
TABLE 10 Japan Facial Serum Market by Price Point, 2023 - 2030, USD Million
TABLE 11 Japan Facial Serum Market by Price Point, 2019 - 2022, Thousand Units (1 Oz)
TABLE 12 Japan Facial Serum Market by Price Point, 2023 - 2030, Thousand Units (1 Oz)
TABLE 13 Japan Facial Serum Market by Form, 2019 - 2022, USD Million
TABLE 14 Japan Facial Serum Market by Form, 2023 - 2030, USD Million
TABLE 15 Japan Facial Serum Market by Form, 2019 - 2022, Thousand Units (1 Oz)
TABLE 16 Japan Facial Serum Market by Form, 2023 - 2030, Thousand Units (1 Oz)
TABLE 17 Japan Facial Serum Market by Distribution Channel, 2019 - 2022, USD Million
TABLE 18 Japan Facial Serum Market by Distribution Channel, 2023 - 2030, USD Million
TABLE 19 Japan Facial Serum Market by Distribution Channel, 2019 - 2022, Thousand Units (1 Oz)
TABLE 20 Japan Facial Serum Market by Distribution Channel, 2023 - 2030, Thousand Units (1 Oz)
TABLE 21 Japan Facial Serum Market by Serum Type, 2019 - 2022, USD Million
TABLE 22 Japan Facial Serum Market by Serum Type, 2023 - 2030, USD Million
TABLE 23 Japan Facial Serum Market by Serum Type, 2019 - 2022, Thousand Units (1 Oz)
TABLE 24 Japan Facial Serum Market by Serum Type, 2023 - 2030, Thousand Units (1 Oz)
TABLE 25 Key Information – L'Oréal S.A.
TABLE 26 Key Information – Galderma S.A.
TABLE 27 Key Information – KOSE Corporation
TABLE 28 KEY INFORMATION – CLARINS GROUP SA
TABLE 29 Key Information – Shiseido Company Limited
TABLE 30 Key Information – Beiersdorf AG
TABLE 31 Key Information – The Estee Lauder Companies, Inc.
TABLE 32 key Information – Revlon, Inc.
TABLE 33 Key Information – Unilever PLC
TABLE 34 Key information – AMOREPACIFIC Corporation

List of Figures
FIG 1 Methodology for the research
FIG 2 Japan Facial Serum Market, 2019 - 2030, USD Million
FIG 3 Key Factors Impacting Facial Serum Market
FIG 4 KBV Cardinal Matrix
FIG 5 Key Leading Strategies: Percentage Distribution (2019-2023)
FIG 6 Key Strategic Move: (Product Launches and Product Expansions : 2020, Jul – 2023, sep) Leading Players
FIG 7 Porter’s Five Forces Analysis - Facial Serum Market
FIG 8 Japan Facial Serum Market share by Price Point, 2022
FIG 9 Japan Facial Serum Market share by Price Point, 2030
FIG 10 Japan Facial Serum Market by Price Point, 2019 - 2030, USD Million
FIG 11 Japan Facial Serum Market share by Form, 2022
FIG 12 Japan Facial Serum Market share by Form, 2030
FIG 13 Japan Facial Serum Market by Form, 2019 - 2030, USD Million
FIG 14 Japan Facial Serum Market share by Distribution Channel, 2022
FIG 15 Japan Facial Serum Market share by Distribution Channel, 2030
FIG 16 Japan Facial Serum Market by Distribution Channel, 2019 - 2030, USD Million
FIG 17 Japan Facial Serum Market share by Serum Type, 2022
FIG 18 Japan Facial Serum Market share by Serum Type, 2030
FIG 19 Japan Facial Serum Market by Serum Type, 2019 - 2030, USD Million
FIG 20 Recent strategies and developments: L'Oréal S.A
FIG 21 Swot Analysis: L'Oréal S.A.
FIG 22 Recent strategies and developments: Galderma S.A
FIG 23 SWOT Analysis: Galderma S.A.
FIG 24 Swot Analysis: Clarins Group SA
FIG 25 Swot Analysis: Shiseido Company Limited
FIG 26 SWOT Analysis: Beiersdorf AG
FIG 27 Swot Analysis: The Estee Lauder Companies, Inc.
FIG 28 Swot Analysis: Revlon, Inc.
FIG 29 Recent strategies and developments: Unilever PLC
FIG 30 SWOT Analysis: Unilever PLC
FIG 31 Recent strategies and developments: Amorepacific Corporation
FIG 32 Swot Analysis: Amorepacific Corporation