K-beauty is No. 1 in Japan’s cosmetics imports for a 4th year, but growth fell from 40% to 5.6%
Korean cosmetics held the top spot in Japan's imported cosmetics market for a fourth straight year, but the pace cooled sharply.
Japan's imported cosmetics market in 2025
- Korea's share: 30.8%, about ¥141.77B (up 0.5 points)
- The gap with No. 2 France (22.8%) widened to 8 points
- But overall import growth dropped from 40% in 2024 to 5.6% in 2025
By category
- Skincare: Korea holds 43.3% and was the only top-three country to grow (+1.9%)
- Color makeup: ¥29.54B (+8.3%), the only major country growing
- Haircare: third place at ¥5.4B (+10.1%)
- Fragrance: Korea isn't in the top ranks; France holds 62.6%
In short: No. 1 is locked in, but the pie is growing more slowly. From here it's a share fight.
If you sell in Japan, are you feeling the slowdown? If so, are you responding with launch speed, pricing or channels?
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