Top 50 Personal cares in Japan
This curated ranking covers the 50 largest personal cares in Japan, ordered by estimated audience size from Rascasse's anonymized search-behavior signals. Out of 186 personal cares tracked in Japan, the 50 ranked here account for the largest measured audience reach. SK-II, Lush (company) and Sabon lead the list with a combined estimated audience of 13,348,855 people. Across all 50 entries the average audience size is 495,120, and the largest, SK-II, reaches around 8,961,638 people in Japan. Audience size is the estimated number of unique people in Japan who actively engage with each personal care, 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 |  SK-II |
8,961,638 | 90.5% | Personal care | Beauty & Wellness |
| 2 |  Lush (company) |
2,899,261 | 11.3% | Personal care | Beauty & Wellness |
| 3 |  Sabon |
1,487,956 | 82.0% | Personal care | Beauty & Wellness |
| 4 |  Aesop |
1,475,025 | 12.7% | Personal care | Beauty & Wellness |
| 5 |  Origins (cosmetics) |
1,224,655 | 9.2% | Personal care | Beauty & Wellness |
| 6 |  Missha |
1,004,641 | 29.3% | Personal care | Beauty & Wellness |
| 7 |  KOSÉ |
1,003,955 | 87.5% | Personal care | Beauty & Wellness |
| 8 |  Nivea |
767,399 | 3.4% | Personal care | Beauty & Wellness |
| 9 |  Vaseline |
599,048 | 4.7% | Personal care | Beauty & Wellness |
| 10 |  Cetaphil |
390,499 | 2.2% | Personal care | Beauty & Wellness |
| 11 |  Pond's |
377,875 | 4.6% | Personal care | Beauty & Wellness |
| 12 |  Melvita |
326,720 | 31.8% | Personal care | Beauty & Wellness |
| 13 |  Tony Moly |
321,772 | 26.9% | Personal care | Beauty & Wellness |
| 14 |  Dr.Jart+ |
301,943 | 41.5% | Personal care | Beauty & Wellness |
| 15 |  Nature Republic |
295,705 | 36.1% | Personal care | Beauty & Wellness |
| 16 |  DoTerra |
266,364 | 2.9% | Personal care | Beauty & Wellness |
| 17 |  Paula's Choice |
250,621 | 6.5% | Personal care | Beauty & Wellness |
| 18 |  Pixi |
243,787 | 0.5% | Personal care | Beauty & Wellness |
| 19 |  Weleda |
214,923 | 5.1% | Personal care | Beauty & Wellness |
| 20 |  Banila Co. |
207,997 | 22.7% | Personal care | Beauty & Wellness |
| 21 |  Tatcha |
188,359 | 7.9% | Personal care | Beauty & Wellness |
| 22 |  No7 |
175,758 | 11.4% | Personal care | Beauty & Wellness |
| 23 |  Molton Brown |
153,792 | 8.6% | Personal care | Beauty & Wellness |
| 24 |  Veet |
146,656 | 6.2% | Personal care | Beauty & Wellness |
| 25 |  Mum (deodorant) |
122,132 | 3.8% | Personal care | Beauty & Wellness |
| 26 |  Jurlique |
120,084 | 17.9% | Personal care | Beauty & Wellness |
| 27 |  Always (brand) |
117,044 | 4.0% | Personal care | Beauty & Wellness |
| 28 |  Smallable |
106,590 | 4.2% | Personal care | Beauty & Wellness |
| 29 |  aveeno |
105,723 | 3.7% | Personal care | Beauty & Wellness |
| 30 |  Tampax |
90,931 | 2.7% | Personal care | Beauty & Wellness |
| 31 |  Glossier |
79,522 | 1.6% | Personal care | Beauty & Wellness |
| 32 |  La Prairie (provincial electoral district) |
65,225 | 3.9% | Personal care | Beauty & Wellness |
| 33 |  Aquaphor |
61,318 | 1.1% | Personal care | Beauty & Wellness |
| 34 |  Dial (soap) |
61,212 | 5.0% | Personal care | Beauty & Wellness |
| 35 |  Stayfree |
60,001 | 6.7% | Personal care | Beauty & Wellness |
| 36 |  Elizabeth Arden |
54,086 | 3.0% | Personal care | Beauty & Wellness |
| 37 |  Tiger Balm |
44,047 | 1.1% | Personal care | Beauty & Wellness |
| 38 |  Yves Rocher (company) |
41,588 | 0.2% | Personal care | Beauty & Wellness |
| 39 |  Labello |
35,049 | 2.4% | Personal care | Beauty & Wellness |
| 40 |  100% Pure |
34,971 | 7.6% | Personal care | Beauty & Wellness |
| 41 |  Antipodes |
33,592 | 6.5% | Personal care | Beauty & Wellness |
| 42 |  Sebamed |
33,586 | 1.5% | Personal care | Beauty & Wellness |
| 43 |  L'Erbolario |
32,283 | 2.1% | Personal care | Beauty & Wellness |
| 44 |  Isana |
32,043 | 6.0% | Personal care | Beauty & Wellness |
| 45 |  Squatch |
26,752 | 1.0% | Personal care | Beauty & Wellness |
| 46 |  Summer's Eve |
24,758 | 8.7% | Personal care | Beauty & Wellness |
| 47 |  Bi-Oil |
23,459 | 2.3% | Personal care | Beauty & Wellness |
| 48 |  Clarins |
22,439 | 0.1% | Personal care | Beauty & Wellness |
| 49 |  Kiehl's |
21,044 | 0.1% | Personal care | Beauty & Wellness |
| 50 |  L'Oréal |
20,199 | 0.0% | Personal care | Beauty & Wellness |
Frequently asked questions
How is this Top 50 list compiled?
Rascasse aggregates anonymized search-behavior signals across Japan and ranks each personal care 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 personal care in Japan?
SK-II currently leads with an estimated audience of 8,961,638 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.