About 40% of Men in Their 20s Use UV-Protective Umbrellas—Top Reason Is Not Immediate Sunburn Avoidance but Preventing Future Spots and Wrinkles! Yet Lighter Skin Makes Body Hair More Noticeable...!?

In recent years, due to increasing awareness of beauty and skincare, more young men are incorporating daily UV protection into their routines—using sun umbrellas and applying sunscreen.

While many aim to maintain "fair skin" for improved cleanliness and to prevent future skin issues, lighter skin may also make body hair on arms, legs, and other areas more noticeable.

So, what are today's young men's attitudes and challenges regarding sun protection and full-body hair care?

To explore this, EMINAL Clinic Men's, a men's-only medical hair removal clinic, conducted a survey targeting men in their 20s on the topic of "Z-generation men's skincare awareness and the gap with body hair concerns."

Nearly 40% of men in their 20s use sun umbrellas—primary reason is sun protection

First, when asked, "Do you use a sun umbrella when going out?", the responses were as follows:

'Use frequently (13.6%)'

'Sometimes use (23.7%)'

'Considering using (12.4%)'

'Never use (50.3%)'

About 40% of respondents use sun umbrellas, and including those who are considering it, nearly half expressed a positive attitude toward using them. While sun umbrellas were traditionally seen as a women's accessory, they are now becoming increasingly common among men as part of daily life.

So, what specifically prompts men to use—or consider using—sun umbrellas?

Among those who answered 'use frequently,' 'sometimes use,' or 'considering using,' the most common reason was 'sun protection (38.4%)', followed by 'preventing heatstroke (26.9%)' and 'preventing spots, wrinkles, and skin aging (18.3%)'.

Besides health-related reasons like 'heatstroke prevention,' top responses included beauty and skincare motivations such as 'sun protection' and 'preventing spots and wrinkles'. This suggests that for Gen Z men, sun umbrellas are not just tools to beat the heat, but an extension of skincare—used to maintain healthy skin condition.

How, then, do men feel about sunburn itself?

When asked, "How concerned are you about sunburn on your skin?", approximately 60% responded 'very concerned (21.3%)' or 'somewhat concerned (39.8%)'.

While over 60% of men expressed concern about sunburn, when asked, "Why are you concerned about sunburn on your skin? (multiple answers allowed)", the top reason was 'to prevent spots, wrinkles, and aging (44.1%)', followed by 'dislike of redness and pain after sunburn (30.6%)' and 'wanting to improve overall appearance (29.1%)'.

Notably, the top concern is not immediate discomfort like redness or pain, but rather long-term damage—preventing spots, wrinkles, and aging (44.1%).

This result indicates that for today's young men, sun protection is not merely about avoiding short-term issues, but is viewed as skincare aimed at preserving their skin's appearance in the future.

It appears that beauty consciousness among younger men has evolved beyond superficial grooming, now encompassing long-term skin health management.

A new concern emerges from maintaining fair skin: body hair becomes more noticeable. Nearly half report being conscious of body hair care

Thus, Gen Z men are taking thorough UV protection measures for the future. However, maintaining fair skin has also brought a new concern—body hair.

When asked, "Have you ever felt that body hair is more noticeable on un-tanned skin compared to tanned skin?", about 40% responded 'often feel that way (16.1%)' or 'sometimes feel that way (27.4%)'.

A significant number of men feel that body hair stands out more on fair skin. As UV protection lightens skin tone, the contrast between skin and hair increases, making body hair more prominent.

In what situations does body hair seem most noticeable?

We asked for details from those who answered 'often feel that way' or 'sometimes feel that way'.

When body hair seems most noticeable:

• When wearing shorts (Student, Tokyo)

• When wearing short-sleeved shirts (Public servant, Kyoto)

• When wearing revealing clothing (Student, Chiba)

• When wearing swimwear (Public servant, Kanagawa)

Many feel body hair is especially noticeable during summer scenarios such as wearing short sleeves, shorts, or swimwear.

Precisely because men are protecting their arms and legs from sun exposure and keeping their skin fair, the contrast between skin tone and body hair becomes more pronounced during summer fashion and leisure activities.

We then explored awareness of full-body hair care and specific approaches.

When asked, "How conscious are you of full-body hair care?", about half responded 'very conscious (13.7%)' or 'somewhat conscious (32.7%)'.

About 40% feel body hair is more noticeable on fair skin, and approximately half are conscious of full-body hair care. This suggests a clear connection between efforts to prevent sunburn and maintain beautiful skin, and the desire to properly manage body hair.

Additionally, when asked, "What kind of body hair removal or care are you currently doing?", the responses were:

'Medical hair removal (23.9%)'

'Salon hair removal (25.1%)'

'Only self-care (41.5%)'

'Not doing anything (9.5%)'

While most men rely solely on self-care, about half are using professional medical or salon hair removal services—indicating that specialized hair care is becoming more widespread among men.

Nearly 90% of those who've had hair removal feel their skin looks cleaner and brighter

So, what changes in skin appearance have men experienced after hair removal treatments?

We asked those who answered 'medical hair removal' or 'salon hair removal' in the previous question.

When asked, "After hair removal, have you felt your skin looks cleaner or brighter (e.g., improved tone or cleanliness)?", nearly 90% responded 'strongly feel that way (skin looks cleaner or brighter) (45.6%)' or 'somewhat feel that way (42.1%)'.

The vast majority reported that hair removal made their skin appear cleaner and brighter, with enhanced brightness and cleanliness. This is likely due to the visual effect of smoother, hair-free skin appearing lighter and more refined.

Combining sun protection to maintain fair skin with professional hair removal may be the fastest route to achieving the 'clean, beautiful skin' that men in their 20s today desire.

Finally, when asked, "With summer (July–August) approaching and more skin exposure expected, do you think it's a good idea to start men's hair removal now (in June)?", the responses were:

'Plenty of time—should start now (42.1%)'

'Should start now because results can be felt quickly (39.5%)'

'Might not be perfect by summer, but it's worth starting for the future (14.9%)'

'Too late to start now—better to wait (3.5%)'

The high percentage of positive responses likely stems from real, firsthand experiences—men who've undergone treatments know from experience that results can be seen quickly. Because they've personally felt the speed of results, they confidently say it's 'never too late' even as summer approaches.

Summary: From skincare awareness to full-body care—the evolving beauty trends among men in their 20s

This survey revealed that men in their 20s are conscious of sun protection for both health and beauty reasons, and this awareness extends to body hair care.

Their motivation for using sun umbrellas and sunscreen isn't just to avoid immediate skin issues, but to practice long-term 'skincare for future skin'—preventing accumulated damage like spots and wrinkles. However, this rigorous UV protection, while resulting in fairer, more beautiful skin, has led to a new concern: the contrast between light skin and dark body hair makes hair more noticeable.

Against this backdrop, about half of those conscious of body hair care are turning to professional medical or salon hair removal.

In fact, nearly 90% of those who've experienced professional hair removal report that their skin looks cleaner and brighter, with enhanced cleanliness.

Moreover, about 80% of those with hair removal experience view starting treatment in June—before peak summer—as a positive step. While many newcomers may hesitate, thinking it's 'too late to start now', those who've experienced the treatments firsthand overwhelmingly say, 'You should start right away'.

For today's men in their 20s, sun protection and body hair care are not separate efforts, but part of an integrated process toward achieving ideal, clean-looking skin. Going forward, full-body care addressing both skin tone and body hair is likely to become a new standard in personal grooming.

Start men's hair removal at EMINAL Clinic Men's

EMINAL Clinic Men's opened in January 2021 as the men's division of EMINAL Clinic, a women's medical hair removal chain with over 60 clinics nationwide.

Staffed by nurses highly skilled in hair removal techniques, EMINAL Clinic Men's now operates over 60 clinics across Japan, just like its women's counterpart.

EMINAL Clinic Men's is committed to providing medical hair removal that minimizes pain and covers large areas per session.

Its most popular plan, "Choose Any 3 Areas for Beard Removal", is available at a very accessible one-time payment of ¥8,400 (tax included) for a 3-session package※1.

We take every client's insecurities and concerns seriously—please feel free to consult us about any issue.

If you're considering hair removal, we encourage you to visit EMINAL Clinic Men's for a free consultation!

※1 Available only for first-time consultations.

※1 Self-pay service; not covered by insurance.

※1 Posted prices are subject to change without notice.

Treatment details

Treatment time: Approximately 30–120 minutes (varies by course)※ May vary individually depending on area, hair volume, and hair type

Anesthesia: Anesthetic cream is used to reduce pain※ Anesthesia available only for beard, underarms, and VIO areas

Post-treatment care: Avoid scratching, rubbing, or otherwise irritating the treated area for at least two weeks after treatment.

Avoid bathing (showers permitted), saunas, steam rooms, massages, intense exercise, and alcohol consumption on the day of treatment.

Avoid sun exposure from one month before treatment through two weeks after.

Keep skin clean and moisturized.

Risks/side effects: Redness, heat sensation, itching, pain, and dryness may occur immediately after treatment, but these typically resolve within a few weeks. Rarely, folliculitis, hyperpigmentation, hypopigmentation, hypertrophic scarring, or hair thickening/increased growth due to sun exposure may occur.

Visit frequency: As frequent as once per month

※ Self-pay service; not covered by insurance.

Men's Medical Hair Removal Clinic 'EMINAL Clinic Men's': https://mens-eminal.jp/

Official Instagram: https://www.instagram.com/eminalclinic_mens/

Survey Overview: Survey on 'Gen Z Men's Skincare Awareness and Body Hair Gap'

[Survey Period] June 12 (Fri)–15 (Mon), 2026

[Survey Method] Internet survey via PRIZMA

[Respondents] 1,002 people

[Target] Male respondents aged 20s at time of survey

[Conducted by] EMINAL Clinic Men's

[Panel provider] SACRISA

※ This survey was not conducted among patients or medical staff of EMINAL Clinic Men's.

Results may differ from EMINAL Clinic Men's actual plans, pricing, treatment details, or outcomes.

For media and article use:

When quoting content from this press release, please comply with the following:

• Clearly state the source as 'SACRISA survey' and 'EMINAL Clinic Men's'

• For online use, please include the following source link:

URL: https://mens-eminal.jp/