How women in Japan choose skincare items

One thing I love about Japan is the wide variety of quality skincare items here. You can get some fab stuff from run-of-the-mill drug stores or go high end at department stores, but if you don’t know where to start it can all be a bit overwhelming.

If you like knowing how other people choose their skincare items, a new survey of 550 women in their 20s to 40s across Japan revealed that most commonly, it comes down to two key things: real, visible results and cost performance.

A couple of my repeat purchase items that I feel offer great value for money.

Value beats brand hype

Japan may be known for luxury beauty brands like Shiseido, but the survey by Beauty Club found that the top priority when buying skincare is actually price and cost performance, which was chosen by 26.1% of respondents.

As everyday prices continue to rise, it seems like many women want to know their yen is well spent, and that the item they're buying will genuinely improve their skin without straining their monthly budget. When asked what keeps them coming back to a product, the number one answer was a "good balance between price and quality" (31.8%).

It's a good reminder for us expats that Japanese consumers aren't buying skincare purely based on brand image or fancy packaging. Moreso, they want to see clear benefits quickly, and at a reasonable price.

Social media drives decisions, but visible changes seal the deal

Another big takeaway was that about 34% of Japanese women rely on social media like Instagram and TikTok to research skincare, showing that short, visual content (especially before-and-after shots) shapes buying decisions.

In saying that, flashy marketing only seems to go so far. The moment that truly convinces people to stick with a product is when they see their pores become less noticeable (32.8%), makeup go on smoother (28.7%), or skin tone look brighter (27.2%). While brands still pump out slogans like "pore care," "whitening," and "anti-aging" (which do often catch the eyes of shoppers!), women here want proof on their own faces.

It was also clear from the research that patience is limited. Nearly 17% said they'd only keep buying a product if they saw effects in a short period of time, and another 15.8% said they'd only continue using it if it fit easily into their regular budget.

This practical approach is something I find refreshing, and it aligns with my own purchasing habits. People are looking for skincare that works and stuff that they can afford to keep buying month after month, as opposed to just something trendy they can post online.