Mimi Beauty Conducts Survey on User Habits for Face Washing and Cleansing
Mimi Beauty Co., Ltd. surveyed 547 members of its beauty media platform regarding their face washing and cleansing habits. The survey revealed that 99.8% of users have skin concerns, primarily pores, and that foam face washes and oil cleansers are the mainstream choices. Social media remains the primary information source.
📋 Article Processing Timeline
- 📰 Published: May 18, 2026 at 22:00
- 🔍 Collected: May 18, 2026 at 13:31
- 🤖 AI Analyzed: May 18, 2026 at 21:58 (8h 26m after Collected)
Mimi Beauty Co., Ltd. (Location: Shibuya, Tokyo; CEO: Ryoko Kurokawa) conducted a survey on face washing and cleansing habits among 547 members ('mimists') of its beauty media platform, Mimi Beauty, to clarify the purchasing behavior of beauty enthusiasts.
## Survey Overview
- Period: April 14 to April 19, 2026
- Subjects: Mimi Beauty members aged 15-44 (Valid responses: 547)
- Method: Online survey
## Daily Usage: 98.1% for Face Wash, 96.4% for Cleansing
When asked about routine use (at least once a week), 98.1% of respondents use face wash daily, and 96.4% use cleansing products daily.
## 99.8% Have Skin Concerns; Top 3 are Pores, Spots, and Dullness
An overwhelming 99.8% of respondents reported having skin concerns. The most common concern was 'pores' (81.4%), followed by 'spots' (62.2%) and 'dullness' (59.0%). Expectations for both face washes and cleansers mirrored these concerns, with pore solutions being the most sought-after benefit.
## Popular Types: 'Foam' for Face Wash, 'Oil' for Cleansing
Regarding currently used products, 'foam' types were most popular for face wash (76.9%), while 'oil' types led for cleansing (84.3%). Additionally, many users switch between multiple types based on their needs: 72.3% for face wash and 60.9% for cleansing.
## Top 3 Information Sources: X, Instagram, and @cosme
The primary source for information is 'X' (70.8% for face wash, 68.9% for cleansing), followed by '@cosme' and 'Instagram.' This highlights the prevalence of social media in gathering beauty insights.
## Repeat Purchase Trends
Japanese brands like 'Biore,' 'KANEBO,' and 'FANCL' are popular for face washes. For cleansers, oil-based products are dominant, with many mentions of pore-specialized items such as 'ONE BY KOSE Pore Clear Oil.' Conversely, a certain segment prefers gentler milk, gel, or cream types, suggesting a market split between 'pore-specialized oils' and 'gentle-to-skin' types.
## Survey Overview
- Period: April 14 to April 19, 2026
- Subjects: Mimi Beauty members aged 15-44 (Valid responses: 547)
- Method: Online survey
## Daily Usage: 98.1% for Face Wash, 96.4% for Cleansing
When asked about routine use (at least once a week), 98.1% of respondents use face wash daily, and 96.4% use cleansing products daily.
## 99.8% Have Skin Concerns; Top 3 are Pores, Spots, and Dullness
An overwhelming 99.8% of respondents reported having skin concerns. The most common concern was 'pores' (81.4%), followed by 'spots' (62.2%) and 'dullness' (59.0%). Expectations for both face washes and cleansers mirrored these concerns, with pore solutions being the most sought-after benefit.
## Popular Types: 'Foam' for Face Wash, 'Oil' for Cleansing
Regarding currently used products, 'foam' types were most popular for face wash (76.9%), while 'oil' types led for cleansing (84.3%). Additionally, many users switch between multiple types based on their needs: 72.3% for face wash and 60.9% for cleansing.
## Top 3 Information Sources: X, Instagram, and @cosme
The primary source for information is 'X' (70.8% for face wash, 68.9% for cleansing), followed by '@cosme' and 'Instagram.' This highlights the prevalence of social media in gathering beauty insights.
## Repeat Purchase Trends
Japanese brands like 'Biore,' 'KANEBO,' and 'FANCL' are popular for face washes. For cleansers, oil-based products are dominant, with many mentions of pore-specialized items such as 'ONE BY KOSE Pore Clear Oil.' Conversely, a certain segment prefers gentler milk, gel, or cream types, suggesting a market split between 'pore-specialized oils' and 'gentle-to-skin' types.
FAQ
Where do people get information about skincare products?
Social media platform X is the most popular source (approx. 70%), followed by Instagram and @cosme, highlighting the importance of real user reviews.
How do beauty enthusiasts use different face washes?
About 72% of face wash users switch between multiple types, selecting products based on their skin condition or the time of day.
What is the most valued function in a cleanser?
Resolving 'pore' issues is the highest expectation, with oil-type cleansers receiving overwhelming support at 84.3% due to their high cleansing power.