CBD Beauty: Japanese Growth Market

CBD products played a leading role at Cosme Tokyo 2023, with at least a dozen Japanese companies presenting supplements and cosmetics formulated with cannabidiol. As Japan’s 18bn yen ($139m) CBD market continues to develop, beauty products become more sophisticated, and unique applications – such as nighttime products for sleep and relaxation – flourish.

Aromatherapy for Comfort

Daily life in Japan’s densely populated urban regions can be stressful. Cramped living conditions, long working hours and even longer commutes are still the reality for many – even with the pandemic-driven uptick in teleworking. From wood-scented detergents to aromatherapeutic shampoos, domestic indie brands presented a wide range of new products to help consumers decompress.

Hair Focus

Driven by Japan’s rapidly ageing society – almost 30% of its population were aged 65+ in 2020 – the country’s hair colourants market is one of the biggest in East Asia. Temporary dyes are especially popular, and several brands presented new semi-permanent options. Meanwhile, personalised hair and scalp care solutions tap into the customisation trend.

Facing Forward

Skincare is by far the largest sector of the Japanese personal care market, reaching an estimated $18.78bn in 2023, with further annual growth of nearly 3% predicted until 2027. New launches reflect several key global trends. Alongside advanced technologies such as microneedling, the surge in green, clean and vegan products proves sustainability and natural beauty remain popular.

Female Wellbeing

With femtech really starting to take off in Japan, it’s no surprise that feminine care took a leading role in launches across the show. From kegel balls and pleasure-enhancing serums to gemstone-shaped vaginal soaps and CBD remedies, a new generation of Japanese intimate and sexual wellbeing brands are focusing squarely on female wellness and pleasure.