[Fashion & Beauty Attitude/Reality Survey 2026] Monthly Purchase Amount is 9,343 Yen, Remaining Stable Compared to 2024 Survey.

The Halmek Institute for Better Living, which explores the insights of people aged 50 and over through consulting for marketing and research for publications like the number-one selling magazine 'Halmek,' conducted a web-based 'Fashion & Beauty Attitude/Reality Survey' among 1,000 women aged 40-89.

■ Key Survey Findings
- The average monthly purchase amount for fashion and beauty is 9,343 yen, remaining stable. The impact of price hikes and extreme heat on makeup is not significant.
- When it comes to style, 'being appropriate for the occasion' is valued more than 'looking proper.' Fashion has become a means for 'oneself' to lift spirits and express individuality.

【Survey Background】
The Halmek Institute for Better Living conducts research and analysis on senior insights. This regular survey on fashion and beauty included additional items this time to investigate changes in reality due to factors like price hikes and extreme heat.

【Survey Overview】
Method: Web survey
Target/Respondents: 1,000 women nationwide, aged 40-89
Date: January 20, 2026 (Tue) - January 26, 2026 (Mon)
Conducted by: Halmek Institute for Better Living, Halmek Age Marketing Co., Ltd.

■ Monthly purchase amount for fashion and beauty is 9,343 yen, remaining stable.
The average monthly purchase amount for fashion and beauty products like makeup and shampoo is 9,343 yen. This figure is stable with no significant change compared to the previous (2024) and the one before that (2022) surveys.
Regarding changes in makeup habits due to price hikes, 'no particular change' was the most common answer at 56.6%.
Similarly, for changes due to extreme heat, 'no particular change' was the top response at 62.2%.

■ 'Appropriate for the occasion' is more important than 'looking proper.'
'Suiting me' became the top priority when dressing up, increasing in importance. 'Looking proper,' which was number one previously, dropped by 17.5 percentage points. In contrast, 'being appropriate for the occasion' rose by 12.5 percentage points.
Frequent responses for the purpose of dressing up included 'to lift my spirits/have fun,' 'to switch my mood,' and 'for self-satisfaction/self-expression.'
The definition of 'dress-up clothes' also showed a focus on a personal axis, with comments like 'clothes I like,' 'something that expresses my way of life,' and 'comfort.'
As for values regarding clothing, 'wanting to wear good things for a long time' was the top answer.

■ Purpose of Dressing Up (Open-ended)
《To lift spirits/have fun》
'Something that lifts my mood, makes me happy, and fills me with energy.' (83 y/o)
《To switch mood》
'Something that makes me feel sharp.' (43 y/o)
《For self-satisfaction/self-expression》
'Something for myself, for self-satisfaction.' (55 y/o)

■ Definition of 'Dress-up Clothes' (Open-ended)
《Emphasis on individuality/preference》
'Clothes that I like and that suit me, which I can wear in front of others with confidence.' (66 y/o)
《Functionality》
'Comfort and functionality.' (82 y/o)
《Material/Luxury》
'Clothes made of delicate materials that require hand washing.' (44 y/o)

■ Expert's View
Yukie Umezu, Director, Halmek Institute for Better Living
A quiet revolution in senior fashion: 'Mood' over 'Proper'
With no end to price hikes, pressure on living expenses continues. So, is fashion consumption among women in their 40s to 80s shrinking? This survey reveals a reality that contradicts this image. Monthly spending on fashion and beauty has remained almost flat at 9,343 yen.
Meanwhile, values towards fashion are quietly changing. The emphasis is shifting from 'whether it's proper' to 'whether it suits me.' Senior fashion is moving its axis from 'the right answer that conforms to others' to 'the optimal solution that fits oneself and the occasion.' 'Looking proper' has dropped 17.5 points in two years, while 'being appropriate for the occasion' has risen 12.5 points. It is evolving from something that follows social correctness to something adjusted according to oneself and the scene.
Behind this is the spread of the consciousness of 'dressing up for myself.' Open-ended responses were dominated by phrases like 'lift my spirits,' 'fun,' 'switch my mood,' and 'self-satisfaction,' indicating that fashion plays a role in moving emotions.
From now on, proposing products alone will be insufficient. Scene-based proposals that include 'where to go' and 'in what mood' will be crucial. Fashion is now changing its role from 'grooming for others' to 'a switch to regulate one's own mood.'