By CHISATO TANAKA Associated Press
April 29, 2021
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TOKYO – The coronavirus pandemic has pushed many businesses in Japan to the edge of financial ruin, but Takumi Tezuka, who owns a makeup and hair salon for men in Tokyo, has seen his customer base expand.
Japanese businessmen in their 40s, 50s and 60s who had little interest in cosmetics before the pandemic are increasingly visiting Tezuka’s salon, Ikemen-Works, hoping for a better look in online meetings.
A large personal care company, Shiseido, says one of its male makeup lines has seen double-digit growth during the pandemic. Company officials give a similar reason: Men, confronted with the sight of their faces repeatedly during online meetings, want to improve what they see.
Lipstick, foundation, and concealers have long been pillars of women’s beauty routines. Globally the cosmetics market is projected to be worth more than €629 billion by 2025.
But since the onset of the pandemic, brands and salons in Japan have constituted a marked increase in men looking to use their products and services. We have fewer opportunities to meet people under this situation. And I didn t like myself paying less attention to my appearance, said Yoshihiro Kamichi, one of the growing number of men who have begun experimenting with makeup.
Kamichi pointed out that spending more time at home means he is looking at himself much more critically in the mirror. He has turned to makeup to make him feel transformed. Who is this person? he said. I was surprised how different I look .
Chisato Tanaka
Customer Kenta Yamazaki, a 24-year-old hairdresser, looks at beauty products at @cosme TOKYO, a store selling a selection of cosmetics and makeup products including men s cosmetic, in Tokyo s Harajuku district Tuesday, Feb. 9, 2021. The coronavirus pandemic has been pushing businesses to the edge in Japan, but some in the men s beauty industry have seen an unexpected expansion in their customer base. Japanese businessmen in their 40s, 50s and 60s who had little interest in cosmetics before the pandemic are now buying makeup. (AP Photo/Eugene Hoshiko) April 19, 2021 - 9:04 PM
TOKYO - The coronavirus pandemic has pushed many businesses in Japan to the edge of financial ruin, but Takumi Tezuka, who owns a makeup and hair salon for men in Tokyo, has seen his customer base expand.
Japanese businessmen brighten makeup industry amid pandemic
CHISATO TANAKA, Associated Press
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1of20Yoshihiro Kamichi, a 44-year-old office worker, receives makeup and gets his hair done by a makeup artist at Ikemen-Works, a makeup salon for men, in Tokyo Wednesday, Feb. 3, 2021. The coronavirus pandemic has been pushing businesses to the edge in Japan, but some in the men s beauty industry have seen an unexpected expansion in their customer base. Japanese businessmen in their 40s, 50s and 60s who had little interest in cosmetics before the pandemic are now buying makeup.Eugene Hoshiko/APShow MoreShow Less
2of20Yoshihiro Kamichi, a 44-year-old office worker, receives makeup and gets his hair done by a makeup artist at Ikemen-Works, a makeup salon for men, in Tokyo Wednesday, Feb. 3, 2021. The coronavirus pandemic has been pushing businesses to the edge in Japan, but some in the men s beauty industry have seen an unexpected expansion in their cu
Yoshihiro Kamichi, a 44-year-old office worker, receives makeup and gets his hair done by a makeup artist at Ikemen-Works, a makeup salon for men, in Tokyo on Feb. 3. (AP Photo)
The coronavirus pandemic has pushed many businesses in Japan to the edge of financial ruin, but Takumi Tezuka, who owns a makeup and hair salon for men in Tokyo, has seen his customer base expand.
Japanese businessmen in their 40s, 50s and 60s who had little interest in cosmetics before the pandemic are increasingly visiting Tezuka’s salon, Ikemen-Works, hoping for a better look in online meetings.
A large personal care company, Shiseido, says one of its male makeup lines has seen double-digit growth during the pandemic. Company officials give a similar reason: Men, confronted with the sight of their faces repeatedly during online meetings, want to improve what they see.