Genderless cosmetics to nurture inclusive beauty in Japan

What comes to mind when you hear the word “genderless”? Many may think of fashion. As we have introduced Japan’s evolving definition of genderless fashion, more and more apparel brands have released genderless items.

These days, genderless cosmetics are trending in Japan as several genderless cosmetic brands have launched since this spring.

More people wish to be free from gender bias and express their true selves in Japan

In Japan, cosmetics have been considered only for women. However, Korean male idols and actors wearing makeup have been widespread, which has promoted an interest in beauty and makeup among Japanese men, especially younger generations. At the same time, the concept of ” being oneself regardless of gender or sexuality” is prevailing.

According to a survey on genderless cosmetics targeting women aged 22 to 50, 48% answered that they were interested in them. Especially the age range of 20 to 35 was more open to trying them since over half were interested in them.

Another survey targeting men shows that 20 to 25% of men aged 15 to 29 have tried makeup. Also, in response to a question asking whether society accepts men wearing makeup, 44.4% of respondents answered, “it is accepted.”

Japanese genderless cosmetics focus on men’s needs

What are the genderless cosmetics in Japan? Here are two examples.

SUORUM

SUORUM’s concept is “Cosmetics to love yourself more.” It produces eyebrow powder, concealers, facial mist and under-eye shadow pencils. These items reflect the trends and needs of men. For example, the latest makeup trend among male idols in Korea and Japan is to make tear bags stand out. According to a survey by a men’s beauty clinic, many are concerned about green tint after shaving their beard and acne scars, so SUORUM has developed a concealer to hide it.

Perse

Yoshiaki and Michi, a brother and sister model duo, have launched Perse. Their philosophy is to support people to find their beauty and to be themselves with their cosmetics. Lip balms and color contact lenses are currently available. Both are designed in natural tones that match anyone’s skin color.

Genderless cosmetics promote diverse beauty in Japan

Even though these genderless cosmetic brands aim to encourage people to be themselves regardless of gender, many of their products are developed based on the makeup of male idols and the needs of men. The stereotype that makeup and skincare are for women still underlies society, which may be why messages for men are often seen. It will take a little more time to achieve a truly gender-neutral society. However, these brands will further accelerate the trend toward being oneself without being limited by gender.