The Japan Hair Serum Market size is expected to reach $123.3 Million by 2030, rising at a market growth of 8.2% CAGR during the forecast period. In the year 2022, the market attained a volume of 3,278.6 Thousand Units (100 ML), experiencing a growth of 8.4% (2019-2022).
The hair serum market in Japan has seen significant growth and innovation in recent years. As a nation known for emphasizing beauty and grooming, Japan boasts a thriving industry for hair care products, including serums. One of the key factors driving the growth of the hair serum market in Japan is the increasing consumer awareness regarding hair health and the desire for effective solutions. Japanese consumers are known for their discerning taste and high standards in beauty products, leading to a demand for high-quality serums that deliver visible results.
Furthermore, advancements in hair care technology have led to innovative serum formulations that cater to specific hair types and concerns. Japanese brands are renowned for their commitment to research and development, resulting in products that are not only effective but also gentle on the hair. Moreover, the growing trend of self-care and wellness has spurred demand for products that offer holistic benefits beyond just cosmetic enhancement. Hair serums infused with natural ingredients such as botanical extracts, vitamins, and oils have gained popularity among Japanese consumers seeking nourishing and sustainable options.
The COVID-19 pandemic has significantly impacted Japan's hair serum market, as it has disrupted supply chains, manufacturing operations, and consumer purchasing behavior. During the initial stages of the pandemic, lockdown measures and social distancing guidelines led to temporary closures of salons and beauty stores, resulting in a decline in sales of hair care products, including serums. However, as Japanese consumers adapted to the new normal and prioritized at-home grooming routines, there was a surge in online sales of hair care products, driving growth in the e-commerce segment.
According to the International Trade Administration, there has been a consistent increase in the percentage of Japanese households engaging in online shopping, starting at 35.9% in 2018 and steadily rising to 47.8% in 2021. In December 2021, 56% of Japanese households shopped online. Amidst this burgeoning online shopping landscape, the hair serum market in Japan stands poised for potential growth, as e-commerce platforms offer an accessible avenue for consumers to explore and purchase beauty products, including hair care items like serums.
In recent years, the Japanese hair serum market has witnessed a notable surge in the popularity of oil-based hair serums, reflecting a shift in consumer preferences towards more natural and nourishing hair care products. One of the key factors driving the rising popularity of oil-based hair serums is the growing consumer awareness regarding the benefits of natural ingredients. With increasing concerns about the adverse effects of chemicals in conventional hair care products, many Japanese consumers are actively seeking products formulated with natural oils such as argan oil, coconut oil, and jojoba oil.
Furthermore, the popularity of oil-based hair serums is attributed to their versatility and efficacy across different hair types. Oil-based serums address many hair concerns, whether dry, damaged, frizzy, or chemically treated hair, making them a favored choice among Japanese consumers seeking multipurpose hair care solutions. Another contributing factor to the increasing demand for oil-based hair serums is the influence of social media and beauty influencers.
Moreover, the Japanese hair serum market has been experiencing a broader trend towards holistic and natural beauty practices, further fueling the demand for oil-based hair serums. Japanese consumers are increasingly prioritizing products that deliver results and align with their sustainability and environmental consciousness values. Hence, the popularity of oil-based hair serums in the Japanese hair serum market reflects a growing preference for natural and environmentally conscious hair care solutions.
In recent years, the hair serum market in Japan has witnessed a notable shift towards consumers favoring high-quality products. One significant driver behind this preference for high-quality hair serums is the increasing awareness among Japanese consumers about the importance of maintaining healthy and well-nourished hair. With a greater emphasis on overall wellness and grooming, the Japanese seek products that provide aesthetic benefits and contribute to their hair's long-term health and vitality.
Moreover, the influence of social media and beauty influencers has played a crucial role in shaping consumer preferences in the Japanese hair serum market. With the rise of platforms like Instagram and YouTube, consumers in Japan have access to a wealth of information and reviews about various hair care products, including serums. Beauty influencers and bloggers often promote high-quality products, showcasing their efficacy and benefits, which further drives demand among their followers.
Furthermore, Japanese consumers are known for their discerning taste and willingness to invest in premium products that deliver superior results. This mindset is reflected in their purchasing behavior, with many opting for high-end hair serums that offer advanced formulations and targeted solutions for specific hair concerns such as frizz, damage, or dullness. Thus, the Japanese hair serum market is witnessing a notable shift towards high-quality products, driven by consumer awareness of hair health, the influence of social media, and a preference for premium formulations.
The hair serum market in Japan is a dynamic and competitive industry with several key players vying for consumer attention and loyalty. One of the leading companies in the Japanese hair serum market is Shiseido, a globally renowned cosmetics and personal care company. Shiseido offers a diverse portfolio of hair care products, including hair serums, under its various brands such as Tsubaki and Ma Chérie. These serums often incorporate advanced technologies and natural ingredients, catering to the preferences of Japanese consumers who prioritize quality and efficacy in their beauty products.
Another key player in the Japanese hair serum market is Mandom Corporation, which offers a wide range of hair styling products, including hair serums. Targeted primarily at young consumers, Gatsby hair serums are designed to provide styling versatility and hold while maintaining hair health. With trendy packaging and innovative formulations, Mandom has established a strong presence in the Japanese hair care industry, particularly among the younger demographic.
Kao Corporation is another major player in the Japanese hair care industry, with brands like Essential and Asience prominently featured in the industry. Kao's hair serums address concerns like hydration, damage repair, and color protection. With a strong emphasis on research and innovation, Kao continues to develop new formulations and technologies to meet the evolving needs of Japanese consumers.
Furthermore, Japanese drugstore chains across Japan like Matsumoto Kiyoshi and Ainz & Tulpe play a crucial role in the distribution of hair care products, including hair serums. These retailers offer diverse domestic and international brands, catering to a broad spectrum of consumer preferences and budgets. Their widespread presence and accessibility make them key players in driving sales and penetration for hair serum market in Japan.
Lion Corporation is also a significant player in the Japanese hair serum market, offering products under brands like Ichikami and Liese. Lion's hair serums are often infused with traditional Japanese botanical extracts known for their nourishing and revitalizing properties, appealing to consumers looking for natural solutions for their hair care needs. Additionally, Lion's focus on product safety and reliability has earned the trust of Japanese consumers over the years. Hence, the Japanese hair serum market is characterized by intense competition, innovation, and a commitment to quality and efficacy.
By Nature
By Sales Channel
By Product Type
Our team of dedicated experts can provide you with attractive expansion opportunities for your business.
Unique Offerings 