Skin Rejuvenation is Big Business

Anti-ageing (a market worth $7bn in Japan) and functional products dominated new launches at Cosme Tokyo 2025. The influence of Korean microneedle beauty tech was visible in innovations across a wide range of product categories, often in combination with anti-ageing actives like azelaic acid, retinol or human stem cells.

Exosomes Dominate

Exosomes were, again, the break-out ingredient at the trade show, expanding beyond skincare to colour cosmetics, body care and haircare. The variety of exosome ingredients was bigger than ever, ranging from human stem cell exosomes to animal-derived and plant-based exosomes.

Cutting-Edge Hair Tech

While skincare remains the most important sector within the Japanese personal care market, haircare comes a close second, with the category projected to grow by 4% between 2024 and 2032. With Japan’s super-ageing population continuing to grow and societal expectations of female beauty remaining rigid, high-tech ingredients and cosmetic technologies such as micro-needling devices dominated new haircare launches at Cosme Tokyo 2025.

Wellness Personal Care, Simplified

Although most new products at Cosme Tokyo tended towards the more high-tech and sophisticated side of beauty innovation, the desire of many consumers to de-stress was also reflected in new launch activity. From minimalistic multipurpose face and body care to wellness-oriented products, exhibitors at the show presented a wide range of products designed to help consumers simplify and enjoy their lives.