Men’s make-up and skin products get a boost in Japan as older businessmen seek to look better in online meetings

Confronted with the sight of their faces repeatedly during virtual meetings, Japanese businessmen in their 40s, 50s and 60s are increasingly turning to cosmetics

Unlike many younger men, who want a drastic makeover, older businessmen just want to show a slightly better version of themselves, one salon owner says

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Yoshihiro Kamichi, a 44- year-old Japanese businessman, gets make-up applied at Ikemen-Works. Photo: AP

Published: 9:15am, 24 Apr 2021Updated: 9:15am, 24 Apr 2021

The coronavirus pandemic has pushed many businesses in Japan to the edge of financial ruin, but Takumi Tezuka, who owns a make-up and hair salon for men in Tokyo, has seen his customer base expand.

Japanese businessmen in their 40s, 50s and 60s who had little interest in cosmetics before the pandemic are increasingly visiting Tezuka’s salon, Ikemen-Works, hoping for a better look in online meetings.

A large personal care company, Shiseido, says one of its male make-up lines has seen double-digit growth during the pandemic.

Company officials give a similar reason: men, confronted with the sight of their faces repeatedly during online meetings, want to improve what they see.

Kamichi receives make-up and gets his hair done by a make-up artist at Ikemen-Works. Photo: AP

“Before, most of our customers were males in their teens and 20s, but thanks to remote work we now have more businessmen,” Tezuka said.