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Men’s beauty habits: Age a key differentiator in cosmetic use among Japanese men - survey Age appears to be a key differentiator for the use of cosmetics among Japanese men, with colour products finding favour with those in their 20s or below, while eye creams are looking strong for those in their 30s, according to a new survey. Owned by Japanese beauty retail and media firm istyle Inc, @cosme is a cosmetic portal that has amassed over 15 million product reviews from around 16 million monthly visitors. Since launching in 1999, it has spun off into a retail business which has an offline and online presence in markets such as Japan, Taiwan, Hong Kong and Thailand. ....