Shift in Pore Care Perception for Women 40-60: From 'Aggressive Cleaning' to 'Moisture Protection'
A survey of 258 women aged 40-60 by Mirai Co., Ltd. reveals that values emphasizing 'moisture retention and conditioning' are widely supported, overtaking or rivaling traditional 'deep cleaning' and 'rejuvenation' marketing approaches.
📋 Article Processing Timeline
- 📰 Published: May 25, 2026 at 19:40
- 🔍 Collected: May 25, 2026 at 11:01
- 🤖 AI Analyzed: May 25, 2026 at 11:22 (21 min after Collected)
Mirai Beauty Science Laboratory, operated by Mirai Co., Ltd. (Headquarters: Nagoya, Aichi; Representative: Toshiharu Yamaguchi), conducted a survey on pore care awareness among 258 women aged 40 to 60 in February 2026. The results indicate that the value of 'conditioning while protecting moisture' is broadly supported across age groups, surpassing approaches focusing solely on 'cleansing power' or 'rejuvenation.'
■ Survey Topics
- 22% of women in their 50s support 'moisture-retaining' appeals, rivaling 'rejuvenation' appeals (27%).
- For women in their 60s, 'washing with serum-like smoothness' ranked first at 21%, showing that the older the generation, the more they prioritize 'care' over 'cleansing.'
- SNS-style instant appeals, such as 'no pore panic at kiss distance,' only gained 1-3% sympathy across all age groups.
- The desire to 'naturally maintain one's current self' is spreading across all generations, outweighing the desire for 'strong rejuvenation.'
■ Survey Background
While strong cleaning claims like 'removing blackheads' remain mainstream in the pore care market, there is an increase in consumer concerns regarding dryness. Particularly for mature skin, there is growing skepticism regarding the premise that 'deep cleaning solves everything.'
■ About Mirai Co., Ltd.
Established in 2008. The company operates the fermented beauty brand 'I'm PINCH' and has spent over 18 years providing skincare that 'naturally conditions' rather than 'forcefully alters' the skin of mature women.
■ Survey Topics
- 22% of women in their 50s support 'moisture-retaining' appeals, rivaling 'rejuvenation' appeals (27%).
- For women in their 60s, 'washing with serum-like smoothness' ranked first at 21%, showing that the older the generation, the more they prioritize 'care' over 'cleansing.'
- SNS-style instant appeals, such as 'no pore panic at kiss distance,' only gained 1-3% sympathy across all age groups.
- The desire to 'naturally maintain one's current self' is spreading across all generations, outweighing the desire for 'strong rejuvenation.'
■ Survey Background
While strong cleaning claims like 'removing blackheads' remain mainstream in the pore care market, there is an increase in consumer concerns regarding dryness. Particularly for mature skin, there is growing skepticism regarding the premise that 'deep cleaning solves everything.'
■ About Mirai Co., Ltd.
Established in 2008. The company operates the fermented beauty brand 'I'm PINCH' and has spent over 18 years providing skincare that 'naturally conditions' rather than 'forcefully alters' the skin of mature women.
FAQ
今回の毛穴ケアに関する調査の対象者は？
2026年2月に実施されたインターネット調査で、40代100名、50代100名、60代58名の計258名の女性を対象としました。
50代女性における毛穴ケアの価値観の傾向は？
「汚れは100％落とし、うるおいは120％残す」への支持（22%）と、「50代毛穴を20代の毛穴へ」という若返り訴求への支持（27%）が僅差で並んでいます。
60代女性が毛穴ケアで最も重視するポイントは？
「美容液でふっくら洗う」が21%でトップであり、年代が上がるほど洗浄力よりも整えるケアを重視する傾向があります。
SNSで拡散されている「毛穴を落とす」美容に対する消費者の意識は？
「落としすぎると乾燥する」といった声や、強い洗浄力への不安が高まっており、「落とせば解決する」という従来の手法に疑問を持つ女性が増えています。
調査を実施した未来ビューティーサイエンス研究所の親会社は？
発酵美容ブランド「I'm PINCH」を展開する株式会社未来（2008年設立）です。