【Survey Report】Awareness of 'Care Beauty' Expands: 1 in 3 among General Public, 1 in 2 among Care/Medical Professionals
A recent survey by Mirai Project Co., Ltd., which operates the 'Care Beauty Research Institute' for training professionals in beauty for the elderly, reveals that 34.5% of the general Japanese public and 50.2% of care/medical professionals are aware of 'care beauty'. This expansion in name recognition is accompanied by a 1.5-fold increase in those who correctly understand the service content, reaching 18.1%.
📋 Article Processing Timeline
- 📰 Published: May 13, 2026 at 19:41
- 🔍 Collected: May 13, 2026 at 11:01
- 🤖 AI Analyzed: May 14, 2026 at 04:56 (17h 54m after Collected)
Mirai Project Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Satoshi Yamagiwa), which operates the "Care Beauty Research Institute," a professional training school for beauty services for the elderly, conducted a recent survey. The survey revealed that 1 in 3 Japanese people (34.5%) are aware of "care beauty," and 1 in 2 care and medical professionals (50.2%) are aware of it. Along with the expansion of name recognition, the percentage of people who correctly understand the service content has also increased to 18.1% (1.5 times compared to the previous year).
This trend is backed by the growing actual demand on-site, with approximately 30,000 annual users of care beauty services, and increasing social interest towards the legal revisions in 2026. This report presents the latest penetration status, showing how care beauty is becoming a "familiar option."
Survey Results
■【General Awareness】Awareness increased by 10 points in one year. Now a service known by 1 in 3 people.
When 1,409 men and women aged 10 to 70 nationwide were surveyed about their awareness of the term "care beauty," 34.5% (487 people) responded "know it" or "know a little about it." This represents an increase of about 10 percentage points compared to the 2025 survey, showing a significant rise in one year.
"Care beauty" is a new non-care insurance service that supports the maintenance and improvement of QOL (Quality of Life) and physical functions by providing mental and physical care to the elderly through beauty, such as care nails, care esthetics, and care makeup support. As a presence that can complement the "mental care" required in nursing care settings, there has been a movement towards its introduction in medical settings and local governments in recent years.
■【Industry Awareness】1 in 2 people in care and medical settings are aware. "Care beauty" is spreading faster in the field.
"Care beauty" is penetrating the care and medical fields ahead of the general public. A survey of 626 care and medical industry professionals regarding their awareness of care beauty revealed that over half, 50.2%, were aware of it.
Notably, among those who recognized care beauty and those who had "heard about it," 15.3% cited "workplace" as their source of awareness. This is about 2.6 times higher than the general public (5.8%), underscoring the reality that "on-site" word-of-mouth, such as introductions within facilities and sharing of case studies among staff, is driving awareness.
【Understanding of Content】Understanding of service content also increased 1.5 times year-on-year. The "quality" of awareness is also improving.
Along with the spreading name recognition of "care beauty," the number of people who correctly understand the content of the service is steadily increasing. Among the 487 general public who recognized the term care beauty, 18.1% correctly understood the service content, a sharp increase of approximately 1.5 times from 12.4% in the previous year. It can be said that societal understanding has deepened one step further, from simply having "heard the term" to understanding the "specific content of care" that supports the improvement of QOL for the elderly.
■【Occupational Awareness】1 in 3 professionals on site recognize "Care Beautist." Establishment as a profession is progressing.
Along with the spread of care beauty, awareness of "Care Beautist," the specialized professionals who provide it, is also steadily expanding. A Care Beautist is a professional who delivers individuality and vitality to seniors through beauty care, supporting the improvement of their QOL (Quality of Life).
In this survey, awareness among the general public rose to 18.9% (an increase of 4.9 percentage points from the previous year). Furthermore, among care and medical professionals, it reached 30.7%, revealing that 1 in 3 professionals in the field recognize "Care Beautist" as an occupation.
※ Survey Overview
・Method: Internet research
・Period: General Public: March 27 - April 3, 2026
Medical/Care Professionals: April 7 - April 14, 2026
・Target: 1,409 men and women aged 10 to 70 nationwide
626 men and women aged 16 to 70 nationwide who are medical/care professionals
・Organizer: Mirai Project Co., Ltd.
※This survey is the result of internet research, and no correction has been made for population composition ratio.
Background
Three factors that boosted the expansion of care beauty awareness
The spread of the term "care beauty" and the current level of awareness are due to three major turning points.
【2015】Deregulation of "home beauty services" expanded the market
Previously, barber and beauty services were generally performed in salons, and visits (home services) were limited to special reasons such as illness. However, with the deregulation of the Barbers and Beauticians Law in 2015, home services for "those requiring nursing care" and "those constantly providing nursing care/childcare" became widely recognized. (*1) The legal establishment of a system where "professionals come to homes or facilities" formed the basis for its current widespread use.
【2018】Professional "Care Beau
This trend is backed by the growing actual demand on-site, with approximately 30,000 annual users of care beauty services, and increasing social interest towards the legal revisions in 2026. This report presents the latest penetration status, showing how care beauty is becoming a "familiar option."
Survey Results
■【General Awareness】Awareness increased by 10 points in one year. Now a service known by 1 in 3 people.
When 1,409 men and women aged 10 to 70 nationwide were surveyed about their awareness of the term "care beauty," 34.5% (487 people) responded "know it" or "know a little about it." This represents an increase of about 10 percentage points compared to the 2025 survey, showing a significant rise in one year.
"Care beauty" is a new non-care insurance service that supports the maintenance and improvement of QOL (Quality of Life) and physical functions by providing mental and physical care to the elderly through beauty, such as care nails, care esthetics, and care makeup support. As a presence that can complement the "mental care" required in nursing care settings, there has been a movement towards its introduction in medical settings and local governments in recent years.
■【Industry Awareness】1 in 2 people in care and medical settings are aware. "Care beauty" is spreading faster in the field.
"Care beauty" is penetrating the care and medical fields ahead of the general public. A survey of 626 care and medical industry professionals regarding their awareness of care beauty revealed that over half, 50.2%, were aware of it.
Notably, among those who recognized care beauty and those who had "heard about it," 15.3% cited "workplace" as their source of awareness. This is about 2.6 times higher than the general public (5.8%), underscoring the reality that "on-site" word-of-mouth, such as introductions within facilities and sharing of case studies among staff, is driving awareness.
【Understanding of Content】Understanding of service content also increased 1.5 times year-on-year. The "quality" of awareness is also improving.
Along with the spreading name recognition of "care beauty," the number of people who correctly understand the content of the service is steadily increasing. Among the 487 general public who recognized the term care beauty, 18.1% correctly understood the service content, a sharp increase of approximately 1.5 times from 12.4% in the previous year. It can be said that societal understanding has deepened one step further, from simply having "heard the term" to understanding the "specific content of care" that supports the improvement of QOL for the elderly.
■【Occupational Awareness】1 in 3 professionals on site recognize "Care Beautist." Establishment as a profession is progressing.
Along with the spread of care beauty, awareness of "Care Beautist," the specialized professionals who provide it, is also steadily expanding. A Care Beautist is a professional who delivers individuality and vitality to seniors through beauty care, supporting the improvement of their QOL (Quality of Life).
In this survey, awareness among the general public rose to 18.9% (an increase of 4.9 percentage points from the previous year). Furthermore, among care and medical professionals, it reached 30.7%, revealing that 1 in 3 professionals in the field recognize "Care Beautist" as an occupation.
※ Survey Overview
・Method: Internet research
・Period: General Public: March 27 - April 3, 2026
Medical/Care Professionals: April 7 - April 14, 2026
・Target: 1,409 men and women aged 10 to 70 nationwide
626 men and women aged 16 to 70 nationwide who are medical/care professionals
・Organizer: Mirai Project Co., Ltd.
※This survey is the result of internet research, and no correction has been made for population composition ratio.
Background
Three factors that boosted the expansion of care beauty awareness
The spread of the term "care beauty" and the current level of awareness are due to three major turning points.
【2015】Deregulation of "home beauty services" expanded the market
Previously, barber and beauty services were generally performed in salons, and visits (home services) were limited to special reasons such as illness. However, with the deregulation of the Barbers and Beauticians Law in 2015, home services for "those requiring nursing care" and "those constantly providing nursing care/childcare" became widely recognized. (*1) The legal establishment of a system where "professionals come to homes or facilities" formed the basis for its current widespread use.
【2018】Professional "Care Beau