We will explain the beauty trend forecasts announced at “Beauty Trend 2026,” held in December 2025, based on four key words.

#Beauty that stops time

From Anti-Aging to the Era of “Reverse Aging”

As the era of 100-year lifespans becomes a reality, research aimed at extending healthy life expectancy—that is, controlling the progression of aging—is accelerating. In fact, even among people of the same age, you may have noticed that modern individuals appear significantly younger compared to the past.

Recently, twelve factors contributing to aging have been identified, and research is advancing on individualized treatment approaches for each factor. It can be said that the very concept is shifting from “aging is inevitable” to “aging can be scientifically managed.”

Targeting senescent cells represents a major breakthrough for the beauty industry.

This invention suggests the possibility of reverse aging—turning back time—by adopting an approach that “removes senescent cells themselves” rather than merely “slowing the progression of aging.” It has made not just halting aging, but partial rejuvenation and functional enhancement a realistic prospect. Furthermore, advances in regenerative medicine technology have made applications like exosomes in cosmetics feasible, while foundational technologies such as niacinamide and dipotassium glycyrrhizinate are also becoming established. The vision of “super agers” who transcend age and achieve ideal aging is no longer a dream.
Moving forward, a holistic approach encompassing comprehensive care—not just for the skin, but also for the brain, physical activity, and mental function—will become increasingly important.

Beauty Scientist　MiyojiOkabe

Star items featuring ingredients said to remove aging cells and those inspired by regenerative medicine concepts are appearing one after another.

Anti-aging skincare products that directly target aging cells (zombie cells) are leading the market, with the number of such items steadily increasing.

Looking at these products utilizing the latest technology, one truly feels that the possibility of not merely “stopping” the passage of time, but “rewinding” it—once only discussed in the realm of science fiction—is now a realistic future, almost within reach.

#PRE-Step Item

Investing in your future self with Plus One care becomes a habit

PRE-Step items are preventive skincare products that add an extra step to your usual routine.

In recent years, intense summer heat has become the norm, subjecting skin to harsh natural conditions like strong UV rays, sweat and sebum, and prolonged air-conditioning-induced dryness. Summers of 2024 and 2025, in particular, brought record-breaking heat, likely causing many to struggle with skin troubles.

Against this backdrop of increased susceptibility to skin issues—driven not only by external stressors but also internal factors like poor diet and disrupted rhythms—interest in PRE Step Items is growing. They serve as foundational care to help skin withstand seasonal changes.

Q. PHave you ever used a RE Step item?

When we listened to the real voices of people in the community, we found that about 70% of them have used PRE-step items. When we asked those who actually use them, many said they use them not for immediate results, but for self-satisfaction, peace of mind, prevention, and as an investment in their future.

On the other hand, many also mentioned that the main obstacles are a lack of time, money, and information.

Q. What changes have you noticed since incorporating PRE-Step items into your daily care routine?

Taking the time to pamper yourself with extra care brings satisfaction and lifts your spirits—this is what captures the hearts of so many people.

Trenders Inc.,Style Arena (Japan Fashion Association)survey
*Survey dates: October 10 (Fri), October 19 (Sun)
Survey subjects: Women in their teens to 30s
Survey area: Omotesando
Valid responses: 36
Survey method: Street survey

Item fragmentation is accelerating even further!

The diversification of beauty products continues to advance rapidly, with an ever-increasing number of steps and items. We anticipate a growing polarization between care routines emphasizing time and effort versus those prioritizing time-saving and cost-effectiveness.

Our “Pure Natural Premium Brightening Whitening Introductory Serum” dispels the negative perception of increased hassle by highlighting its dual function as both a booster and a solution for whitening and exfoliation in one bottle. Feedback from customers using it has been extremely positive!

Shiori Nonaka
Product Planning
Marketing Division
pdc Co., Ltd.

The trend of PRE-step items gaining traction and becoming established in the skincare market is likely to spread to the haircare market as well. The concept of “preparation” to make daily care more effective is a highly logical approach not only for skincare but also for haircare. We anticipate the PRE-step item market will expand further, with an even greater variety of products becoming available.

Launched as an item to boost the effects of post-shampoo treatments, “Serum-in Water Treatment” targets busy individuals in their 30s and 40s.
We prioritized ensuring this extra step feels effortless even amidst hectic schedules, requiring just 10 seconds to complete while delivering clearly noticeable results.

As a result, it has received high praise from beauty experts and is selling well on Amazon and various other online marketplaces.

Mizuki Hashimoto, Brand Manager, Hair Theory Lab

Items that offer more than just a boost are becoming the new standard.

Pre-cleansing steps before washing your face and booster serums that enhance subsequent absorption and texture are prime examples, with both awareness and adoption expanding. More people are incorporating them hoping to improve skin concerns.

In hair care too, specialized “pre-care” lineups are growing—including brushing before shampooing, pre-shampoos, scalp serums, and even pre-treatments used after shampooing and before conditioning.

Proactive protection, proactive preparation—this mindset is gaining support and steadily gaining traction. It is expected to become increasingly ingrained in daily care going forward.

#Third-Party Parts Care

From neck to hands, feet, and mouth. Detailed care becomes the new standard.

The rise of home care, established by increased time spent at home, is now expanding beyond the face and hair.

Third-Parts Care is the concept of maintaining often-overlooked areas beyond the face and hair using specialized products for each area. Care for the eye area and neck, where signs of aging often appear first, is now standard practice. In recent years, awareness has expanded to include “hard-to-see areas” and “previously neglected areas” such as the scalp, eyes (eyeballs), mouth area, teeth, décolleté, and intimate areas.

【REAL VOICE】

The voices of those who incorporate third-party care...

While lip care and nail care have traditionally been the focus, the market for home care products targeting specific areas like the delicate zone, eye area, and neck has been expanding in recent years. Furthermore, these areas are becoming increasingly specialized—lips, bust, hips, back, hands, feet, ears, nose... the list keeps growing.

We found that people in age groups facing more age-related concerns are increasingly incorporating third-part care into their routines, even if they find it troublesome. Specifically, many people routinely care for their eye area and neck.

Conversely, for those who have never tried targeted care, time and cost appear to be barriers. Many expressed interest in trying it if the hassle could be minimized and the routine made easier to maintain.

Many also shared that caring for these areas brings personal satisfaction, with the time spent on care becoming a form of relaxation. The appeal lies in its ability to elevate one's overall impression—not just appearance, but encompassing mental well-being.

Trenders Inc.,Style Arena (Japan Fashion Association)survey
*Survey dates: October 10 (Fri), October 19 (Sun)
Survey subjects: Women in their teens to 30s
Survey area: Omotesando
Valid responses: 36
Survey method: Street survey

Care for unseen areas becomes commonplace & specialized

The market now offers a wide range of specialized products designed to target specific areas with formulations and shapes tailored to each part's function.

Even looking at just one part, the sheer variety of care products available signals growing demand. Moving forward, third-part care tailored to seasons and specific concerns is expected to become a daily staple, with niche categories expanding further.

#Care Dan

Expanding Men’s Care Demand Through Problem-Focused × Gender-Neutral Design

Many people now realize that beauty care has become quite widespread among younger generations. Recently, however, it's gradually permeating even among “ordinary middle-aged and older men.” Even those in their 40s and above, traditionally seen as uninterested in beauty, are establishing routines for basic care like cleansing, moisturizing, UV protection, and scalp care.

Books, essays, and social media accounts detailing how ordinary middle-aged men became interested in beauty have also become a hot topic. Major beauty magazines have launched men's accounts, and media activity is growing increasingly active.

【REAL VOICE】

When we asked men in their 40s and 50s who practice daily skincare, many said they started because they noticed visible changes due to aging. They also mentioned that once they actually tried the care and felt the effects, they understood why it was worth the effort and could stick with it. Drugstores are the main place for purchasing items, with prices typically around ¥1,000.

Furthermore, even among men who expressed little interest in beauty and did not practice skincare, there was a tendency to care about personal grooming and cleanliness, and they tended to hold a positive impression of men's skincare.

  
 
 
 
 
 
 
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Our street survey revealed a growing awareness of beauty among middle-aged men. It also confirmed that knowledge about beauty is becoming widespread across all ages and genders.

Trenders Inc.,Style Arena (Japan Fashion Association)survey
※Survey Date: October 11 (2023), Survey Target: Men in their 30s to 50s, Survey Area: Shinjuku, Valid Responses: 17, Survey Method: Street Survey

Is the joy of digging deeper something men are more likely to get hooked on?

Participants in VOCE's men's features also include many in their 40s, and once they start beauty routines, they tend to be extremely serious and thorough in their practices. This tendency is more pronounced than among women. Another key point is that the later they start, the greater the perceived effectiveness.

While men's product shelves continue to expand, at the same time, gender neutrality is progressing overall. It seems that the more knowledgeable men are about beauty, the less likely they are to use products specifically labeled for men.

Kaoru Matsumoto, VOCE Editorial Department

I believe men are gradually overcoming their resistance to beauty and discovering its enjoyment. Even within our company, we have men in their 40s and older using parasols, and I sense that UV protection measures like applying sunscreen have become established. When we exhibited at men's beauty events, we saw many attendees actively seeking information and enjoying beauty, so I expect more people will start sharing information going forward.
Sales of our “Matomeju Homme” are also strong. Through collaborations with male beauty influencers, Amazon sales surged approximately 8 times! This reaffirms the high demand for solutions to common concerns like hairstyles falling flat and the desire to touch up styling without getting hands dirty.

Utena Public Relations Office, Eri Yoneya

Expanding Men’s Care Demand Through Problem-Focused × Gender-Neutral Design

New lines targeting men's specific concerns like dryness, shine, pores, dark spots, dullness, and under-eye issues, along with scalp care, odor control, and aging signs, are launching one after another. Meanwhile, gender-neutral minimalist designs, muted-tone packaging, and subtle, clean scents—features making products accessible to anyone—are also increasing.

Particularly popular are “easy and effective” items like all-in-one products emphasizing time-saving convenience, tone-up UV protection, and targeted care for eyebrows, gray hair, and facial hair. As these items become readily available at drugstores, lowering the barrier for men to start grooming, more men in their 40s and 50s are beginning their beauty routines.

While the men’s beauty market was already growing, the middle-aged to senior generation is now becoming a new growth engine, and it is predicted to expand even more rapidly going forward.

Beauty transcends generations and genders!

Looking at trends through a multifaceted and objective lens centered on four key words reveals that beauty literacy among consumers across Japan is rising. Attention is shifting beyond existing care routines toward extra steps and detailed care for specific areas.

Anticipate needs proactively, address concerns with pinpoint precision, and refine every detail. Furthermore, home care aimed not just at appearance but also at mood and mental stability is expanding. Inclusive designs that are easy for anyone to use and maintain, regardless of age or gender, are becoming mainstream.

In 2026, beauty practices transcending generations and genders will likely become even more deeply ingrained in daily life.

【Survey Cooperation】

Style Arena (Japan Fashion Association)
Launched in 2002, this information platform is planned and operated by the Japan Fashion Association, a general incorporated foundation. Its mission is to “communicate the ‘now’ of Tokyo.” For over 20 years, it has conducted fixed-point street snap observations in major areas like Harajuku, Shibuya, Omotesando, Ginza, and Daikanyama. Currently, it visualizes and analyzes the lifestyles and consumer insights of fashionable youth through street interviews, while also distributing videos via social media and conducting independent research.

WEB：https://www.style-arena.jp
Instagram：https://www.instagram.com/stylearena.jp/
Japan Fashion Association Foundation：https://www.japanfashion.or.jp

Illustration: Yu Fukagawa
Text: Mai Kaneko