Top 50 Beauty & Wellness brands in Japan
This curated ranking covers the 50 largest beauty & wellness brands in Japan, ordered by estimated audience size from Rascasse's anonymized search-behavior signals. Out of 1,090 beauty & wellness brands tracked in Japan, the 50 ranked here account for the largest measured audience reach. Beauty, Cosmetics and Beauty salons lead the list with a combined estimated audience of 110,769,322 people. Across all 50 entries the average audience size is 18,962,690, and the largest, Beauty, reaches around 48,623,572 people in Japan. Audience size is the estimated number of unique people in Japan who actively engage with each beauty & wellness brand, derived from search demand signals. Rankings reflect search-behavior signals collected across Japan and are refreshed weekly.
Ranking
| Rank | Name | Audience size | Country share | Subtype | Category |
|---|---|---|---|---|---|
| 1 |  Beauty |
48,623,572 | 6.5% | Beauty | Beauty & Wellness |
| 2 |  Cosmetics |
34,529,868 | 5.5% | Cosmetics | Beauty & Wellness |
| 3 |  Beauty salons |
27,615,882 | 6.3% | Treatment | Beauty & Wellness |
| 4 |  Day spa |
23,104,779 | 29.3% | Treatment | Beauty & Wellness |
| 5 |  Hair products |
22,264,214 | 4.9% | Hair | Beauty & Wellness |
| 6 |  Shampoo |
21,528,671 | 11.9% | Hair | Beauty & Wellness |
| 7 |  Nail art |
20,774,693 | 14.4% | Nails | Beauty & Wellness |
| 8 |  Lipstick |
20,055,283 | 14.4% | Cosmetics | Beauty & Wellness |
| 9 |  Eye shadow |
19,883,968 | 17.2% | Cosmetics | Beauty & Wellness |
| 10 |  Foundation (cosmetics) |
19,835,150 | 18.0% | Cosmetics | Beauty & Wellness |
| 11 |  Hair removal |
19,812,748 | 15.7% | Hair removal | Beauty & Wellness |
| 12 |  Spas |
19,794,633 | 5.0% | Treatment | Beauty & Wellness |
| 13 |  Health And Beauty |
19,656,412 | 18.9% | Beauty & Wellness | |
| 14 |  Mascara |
19,355,361 | 17.6% | Cosmetics | Beauty & Wellness |
| 15 |  Makeup Tutorials |
18,580,688 | 15.7% | Cosmetics | Beauty & Wellness |
| 16 |  BB cream |
18,524,644 | 25.8% | Beauty & Wellness | |
| 17 |  Eyelash |
18,381,490 | 12.1% | Cosmetics | Beauty & Wellness |
| 18 |  Hair straightening |
18,345,138 | 15.3% | Hair | Beauty & Wellness |
| 19 |  Long hair |
18,255,048 | 16.6% | Hairstyle | Beauty & Wellness |
| 20 |  Skin |
18,215,634 | 5.2% | Skin | Beauty & Wellness |
| 21 |  Manicure |
18,180,265 | 12.4% | Nails | Beauty & Wellness |
| 22 |  Concealer |
18,151,764 | 19.1% | Cosmetics | Beauty & Wellness |
| 23 |  Eyebrow |
17,967,439 | 11.6% | Cosmetics | Beauty & Wellness |
| 24 |  Fragrances |
17,952,094 | 5.0% | Fragrances | Beauty & Wellness |
| 25 |  Makeup brush |
17,947,141 | 19.8% | Cosmetics | Beauty & Wellness |
| 26 |  Hair dryer |
17,947,030 | 17.4% | Hair | Beauty & Wellness |
| 27 |  Nail salon |
17,883,802 | 15.8% | Nails | Beauty & Wellness |
| 28 |  Eye liner |
17,756,007 | 15.8% | Cosmetics | Beauty & Wellness |
| 29 |  Hair coloring |
17,445,798 | 11.3% | Hair | Beauty & Wellness |
| 30 |  Lip gloss |
17,422,674 | 20.1% | Cosmetics | Beauty & Wellness |
| 31 |  Artificial nails |
17,235,431 | 15.9% | Nails | Beauty & Wellness |
| 32 |  Lip balm |
17,216,430 | 26.2% | Skin | Beauty & Wellness |
| 33 |  Hairbrush |
17,145,010 | 20.4% | Hair | Beauty & Wellness |
| 34 |  Hair conditioner |
17,144,750 | 13.1% | Hair | Beauty & Wellness |
| 35 |  Fragrance oil |
16,891,162 | 49.5% | Fragrances | Beauty & Wellness |
| 36 |  Skin care |
16,867,718 | 6.0% | Skin | Beauty & Wellness |
| 37 |  Sunscreen |
16,608,481 | 17.2% | Sun | Beauty & Wellness |
| 38 |  Face powder |
16,259,852 | 20.0% | Cosmetics | Beauty & Wellness |
| 39 |  Cleanser |
16,203,775 | 24.0% | Skin | Beauty & Wellness |
| 40 |  Permanent makeup |
16,132,494 | 14.0% | Cosmetics | Beauty & Wellness |
| 41 |  Cuteness |
16,048,947 | 18.1% | Beauty | Beauty & Wellness |
| 42 |  Hair iron |
16,023,277 | 15.7% | Hair | Beauty & Wellness |
| 43 |  Waxing |
15,761,317 | 14.1% | Hair removal | Beauty & Wellness |
| 44 |  Eyelash extensions |
15,573,344 | 12.7% | Lashes | Beauty & Wellness |
| 45 |  Nail polish |
15,488,805 | 12.4% | Nails | Beauty & Wellness |
| 46 |  Facial care |
15,390,503 | 17.9% | Treatment | Beauty & Wellness |
| 47 |  Hair care |
15,377,884 | 6.7% | Hair | Beauty & Wellness |
| 48 |  CC cream |
15,288,275 | 31.0% | Cosmetics | Beauty & Wellness |
| 49 |  Shaving |
15,009,955 | 14.8% | Beard | Beauty & Wellness |
| 50 |  Beauty & Fashion |
14,675,245 | 16.3% | Beauty | Beauty & Wellness |
Frequently asked questions
How is this Top 50 list compiled?
Rascasse aggregates anonymized search-behavior signals across Japan and ranks each beauty & wellness brand by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest beauty & wellness brand in Japan?
Beauty currently leads with an estimated audience of 48,623,572 people in Japan.
Methodology
Audience sizes are estimated from anonymized search-behavior signals across Japan. Lists below 5 entries are not published. See methodology for full details.