Summary

Report Overview
The Japan probiotic cosmetics market recorded a value of US$ 90.93 million in 2023 and is expected to reach a value of US$ 124.96 million in 2027, growing at a CAGR of 8.43% during the forecast period (2024-2027).
The Japanese probiotic cosmetics market is experiencing several trends as consumer preferences and technological advancements shape the industry. The most significant trend in the market is the increasing emphasis on skin microbiome health. As consumers become more aware of the skin microbiome’s role in overall skin health, there is a growing demand for probiotic cosmetics that support and enhance the natural balance of skin bacteria.
This shift towards microbiome-friendly products drives innovation in the market, with brands developing new formulations that incorporate live probiotics, prebiotics, and postbiotics. These ingredients strengthen the skin’s natural defenses, improve its resilience, and promote a healthy glow. The market is witnessing a surge in products that claim to improve skin conditions such as acne, eczema, and rosacea by restoring microbiome balance, catering to consumers' desire for effective, science-backed skincare solutions.
Market Drivers
Growing Awareness of Skincare Benefits
The rise in skin concerns is fueling the growth of the probiotic cosmetics market in Japan. In December 2023, a DHC survey of 1,000 Japanese employed women in their twenties to fifties showed that only 17.6% were confident in their skin, while over 80% were unconfident. For women in their twenties, 54.4% had issues with pores, 50.8% with acne, and 50.8% with roughness. In their thirties, 58.4% struggled with pores, 54.8% with blemishes, and 45.6% with dryness. Blemishes were the main concern for 70% of women in their forties and 74.4% in their fifties.
Probiotic cosmetics are perceived as promoting holistic skin health by supporting the skin's natural barrier function and microbiome. This aligns with the broader wellness trend in Japan, where consumers prioritize products that contribute to overall well-being. Probiotic cosmetics, known for balancing skin microbiota and improving skin health, appeal to women looking for gentler, effective remedies.
Growing Aging Population
The growing aging population in Japan is a significant driver of the probiotic cosmetics market. As one of the countries with the highest proportion of elderly citizens, Japan's demographic shift is shaping consumer preferences and increasing the demand for skincare products that cater to mature skin needs. For instance, as of September 2023, more than 10% of Japan's population is aged 80 or older, solidifying its status as having the world's oldest population. This demographic shift is significantly impacting Japan's economy, workforce, and society.
According to the World Economic Forum's Future of Jobs Report 2023, only 35% of companies prioritize employees aged 55 and older. The country's aging population continues to grow, with nearly a third of its residents being over 65—approximately 36.23 million individuals. Japan maintains a leading position globally in terms of its elderly population, with a notably higher percentage of people over 65 compared to Italy, which ranks as the next oldest country.
Probiotics are gaining popularity in this context because they help to balance the skin microbiome, enhance skin barrier function, and promote overall skin vitality. These benefits are particularly appealing to older consumers who are looking for gentle yet effective skincare solutions that support their skin’s natural processes. As a result, brands are focusing on developing probiotic formulations that are specifically designed to meet the needs of mature skin.
Market Restraints
Strict Regulations and Standards for Cosmetic Products
Japan is known for its rigorous regulatory framework governing cosmetic products, which includes stringent requirements for safety, efficacy, and labeling. These regulations are designed to ensure consumer safety and product quality but can also create significant challenges for companies operating in the market.
For instance, the regulation of cosmetics in Japan is managed by the Ministry of Health, Labour and Welfare (MHLW) and the Pharmaceutical and Medical Devices Agency (PMDA). These regulations fall under the Pharmaceutical Affairs Law (Law No. 145 of 1960), which is designed to ensure the safety, efficacy, and quality of cosmetics, thereby safeguarding consumer health.
In the Japanese probiotic cosmetics market, compliance with these strict regulations can be both time-consuming and costly. The need to provide comprehensive evidence of a product’s safety and efficacy, particularly when incorporating live probiotics, adds a layer of complexity. This regulatory burden can slow down product development and increase costs, potentially limiting the market’s growth and innovation pace.
Segment Analysis
The Japan probiotic cosmetics market is segmented based on type, ingredient, consumer orientation, application, packaging, and distribution channel.
Growing Demand for Natural Skin Care Products
Skin health holds a significant share in the Japan probiotic cosmetics market due to the growing consumer demand for products that promote overall skin wellness through microbiome care. Probiotic cosmetics, which incorporate beneficial bacteria like prebiotics, probiotics, and postbiotics, are gaining popularity for their ability to improve skin barrier function, reduce inflammation, and combat issues such as acne, dryness, and sensitivity.
On September 28, 2022, Japanese beauty giant Shiseido acquired Gallinée Ltd, a London-based beauty brand focused on microbiome care. Gallinée offers science-backed beauty products with a patented complex of prebiotics, probiotics, and postbiotics to nourish and strengthen the skin's microbiome. This acquisition supports Shiseido's mission to integrate skin beauty and inner beauty.
Sustainability Analysis
The Japan probiotics cosmetics market is experiencing a notable shift toward sustainability, driven by increasing consumer awareness and demand for eco-friendly products. Brands are increasingly incorporating probiotics, known for their skin-beneficial properties, into formulations that not only enhance skin health but also promote environmental responsibility. Sustainable sourcing of ingredients is a priority, with many companies emphasizing natural, organic, and responsibly harvested components, thereby reducing their ecological footprint.
Packaging innovations, such as biodegradable materials and refillable containers, are gaining traction as brands seek to minimize waste. Additionally, manufacturers are investing in clean production processes to ensure minimal environmental impact during manufacturing. The rise of cruelty-free and vegan-certified products reflects a growing ethical consciousness among consumers.
Unmet Needs
While there are a growing number of probiotic skincare products available, many consumers seek more tailored solutions that address their unique skin concerns and preferences. Customizable skincare routines that allow consumers to select and combine probiotic ingredients based on their skin profiles are in demand. This level of personalization would help differentiate brands in the competitive market and meet the evolving expectations of consumers who are looking for more than just general skincare solutions.
Furthermore, there is an unmet need in the market for rigorous scientific validation of probiotic cosmetic products. While many products claim to harness the benefits of probiotics, there is often a lack of clinical evidence supporting these claims. Consumers are becoming increasingly discerning and seek products backed by scientific research that demonstrates their efficacy and safety.
Market Competitive Landscape
The major players in the market include KINS, Mellia Inc., BCL COMPANY, and GE Holdings Co., Ltd.
By Type
Facial Care Products
Creams
Lotions
Cleanser
Serums
Others
Hair Care Products
Shampoo
Hair Conditioner
Hair Serums
Others
Body Care Products
Deodorants
Exfoliants
Soaps
Body Lotions
Others
Nail Care Products
Others
Make-up Products
Female Intimate Care Products
By Ingredient
Lactobacillus
Streptococcus
Bifidobacterium
Others
By Consumer Orientation
Male
Female
By Application
Skin Health
Acne
Anti-Ageing
Skin Whitening
Anti-Inflammatory
Photoprotective Effects
Others
Hair Health
Hair Fall
Hair Growth
Scalp Cleaning
Others
Nail Health
By Packaging
Tubes
Bottles
Jars
Pumps and Dispensers
Others
By Distribution Channels
Supermarkets/Hypermarkets
Pharmacies and Drug Stores
Convenience Stores
Online Retailers
Other Distribution Channels
Why Purchase the Report?
To visualize the Japan probiotic cosmetics market segmentation based on type, ingredient, consumer orientation, application, packaging, and distribution channel, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of Japan probiotic cosmetics market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.
The Japan probiotic cosmetics report would provide approximately 30 tables, 41 figures and 210 pages.
Target Audience 2024
Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

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Table of Contents

1. Methodology and Scope
1.1. Research Methodology
1.2. Research Objective and Scope of the Report
2. Definition and Overview
3. Executive Summary
3.1. Snippet by Type
3.2. Snippet by Ingredient
3.3. Snippet by Consumer Orientation
3.4. Snippet by Application
3.5. Snippet by Packaging
3.6. Snippet by Distribution Channel
4. Dynamics
4.1. Impacting Factors
4.1.1. Drivers
4.1.1.1. Growing Awareness of Skincare Benefits
4.1.1.2. Growing Aging Population
4.1.2. Restraints
4.1.2.1. Strict Regulations and Standards for Cosmetic Products
4.1.3. Opportunity
4.1.4. Impact Analysis
5. Industry Analysis
5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. DMI Opinion
6. By Type
6.1. Introduction
6.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
6.1.2. Market Attractiveness Index, By Type
6.2. Facial Care Products*
6.2.1. Introduction
6.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
6.2.3. Creams
6.2.4. Lotions
6.2.5. Cleanser
6.2.6. Serums
6.2.7. Others
6.3. Hair Care Products
6.3.1. Shampoo
6.3.2. Hair Conditioner
6.3.3. Hair Serums
6.3.4. Others
6.4. Body Care Products
6.4.1. Deodorants
6.4.2. Exfoliants
6.4.3. Soaps
6.4.4. Body Lotions
6.4.5. Others
6.5. Nail Care Products
6.6. Others
6.6.1. Make-up Products
6.6.2. Female Intimate Care Products
7. By Ingredient
7.1. Introduction
7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Ingredient
7.1.2. Market Attractiveness Index, By Ingredient
7.2. Lactobacillus*
7.2.1. Introduction
7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Streptococcus
7.4. Bifidobacterium
7.5. Others
8. By Consumer Orientation
8.1. Introduction
8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Consumer Orientation
8.1.2. Market Attractiveness Index, By Consumer Orientation
8.2. Male*
8.2.1. Introduction
8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Female
9. By Application
9.1. Introduction
9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
9.1.2. Market Attractiveness Index, By Application
9.2. Skin Health*
9.2.1. Introduction
9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.2.3. Anti-Ageing
9.2.4. Skin Whitening
9.2.5. Anti-Inflammatory
9.2.6. Photoprotective Effects
9.2.7. Others
9.3. Hair Health
9.3.1. Hair Fall
9.3.2. Hair Growth
9.3.3. Scalp Cleaning
9.3.4. Others
9.4. Nail Health
10. By Packaging
10.1. Introduction
10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Packaging
10.1.2. Market Attractiveness Index, By Packaging
10.2. Tubes*
10.2.1. Introduction
10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Bottles
10.4. Jars
10.5. Pumps and Dispensers
10.6. Others
11. By Distribution Channel
11.1. Introduction
11.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Distribution Channel
11.1.2. Market Attractiveness Index, By Distribution Channel
11.2. Supermarkets/Hypermarkets*
11.2.1. Introduction
11.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
11.3. Pharmacies and Drug Stores
11.4. Convenience Stores
11.5. Online Retailers
11.6. Other Distribution Channels
12. Sustainability Analysis
12.1. Environmental Analysis
12.2. Economic Analysis
12.3. Governance Analysis
13. Competitive Landscape
13.1. Competitive Scenario
13.2. Market Positioning/Share Analysis
13.3. Mergers and Acquisitions Analysis
14. Company Profiles
14.1. KINS*
14.1.1. Company Overview
14.1.2. Type Portfolio and Description
14.1.3. Financial Overview
14.1.4. Key Developments
14.2. Mellia Inc.
14.3. BCL COMPANY
14.4. GE Holdings Co., Ltd. (*LIST NOT EXHAUSTIVE)
15. Appendix
15.1. About Us and Services
15.2. Contact Us