Japanese brands launch non-sticky UV skincare lines aimed at men amid heatwave
Japanese consumer-goods companies have introduced new UV protection products designed for men, emphasizing light textures and added skin-care benefits.
Amid persistent high temperatures, Japanese consumer-goods makers have launched a series of UV protection products aimed specifically at male users. Shiseido introduced a 40-gram Anessa Multi-Control UV Sunscreen Gel that doubles as a toner and moisturizer, priced at 1,628 yen. Osaka-based I-ne released a 60-gram medicated gel under its Murphy brand, featuring a fragrance system to mask sweat odors and priced at 2,750 yen.
Suntory Wellness added a 50-gram Varon UV Air Protector containing oolong and Uji tea extracts, sold for 3,300 yen and coated with a dry powder to avoid stickiness. Store personnel report strong sales among men in their 50s and 60s, and a company survey shows a 10-15 percent increase in men caring for their skin since 2022, driven by factors such as video-call exposure and extended working ages.
Why it matters
The products reflect a shift toward male-focused skincare in Japan, tapping a growing market as heatwaves intensify.
In this story
