Cosmetics as the New Father's Day Gift Standard? Rising Demand for Men's Beauty in Gifting

Istyle Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Munehiro Endo) has conducted a survey on cosmetic gifting among 4,353 female @cosme Produce Members aged 15–69. This survey explores the expanding demand for cosmetics as gifts, changes in gender perceptions regarding men receiving beauty products, and also features gift recommendations from @cosme beauty advisors for Father’s Day. ## Survey Overview Survey Purpose: Demand for cosmetics as gifts Survey Title: Survey on Cosmetics Method: Online questionnaire Valid Responses: 4,353 Survey Period: May 22 (Fri) – 24 (Sun), 2026 Survey Region: Nationwide Target Respondents: Female @cosme Produce Members aged 15–59 (stratified by membership demographics) ## Survey Results: 'Cosmetic Gifting' According to a survey by Yano Research Institute (※1), while the gift market shows mixed performance depending on occasion, it has been steadily growing overall. In 2023, it surpassed pre-pandemic levels, continued expanding in 2024, and is expected to maintain growth into 2025. The gift market is recognized as a vital form of communication with solid long-term growth potential. In @cosme’s May 2026 'Survey on Cosmetics' (hereinafter, user survey), 84.1% of respondents reported having either given or received cosmetics as gifts to family, friends, acquaintances, or colleagues within the past 2–3 years—an increase of 5 percentage points since November 2022. This indicates that cosmetics are becoming a staple gifting item amid the growing gift economy. ### References ※1 Yano Research Institute, 'Survey on the Gift Market (2025)' https://www.yano.co.jp/press-release/show/press_id/4048 ※2 @cosme, 'Survey on Cosmetic Gifting' 2022 Results https://www.istyle.co.jp/news/info/2022/11/1121.html When asked about reasons for giving cosmetics as gifts and factors considered in selection, the top response was 'offering a sense of luxury or treat that isn’t usually purchased in daily life,' followed by 'being consumable, so it doesn’t burden the recipient,' and 'visually appealing as a gift (brand logos, packaging, etc.)'. These results suggest that the rising demand for cosmetic gifting stems from their balance as gifts—providing a sense of indulgence while remaining practical and non-imposing. ## Gifting Cosmetics to Men Is on the Rise! In recent years, growing interest in men’s beauty, particularly skincare, has made cosmetics increasingly common among men. This user survey also delved into gifting cosmetics to men. When asked whether they had given cosmetics to men in the past 2–3 years, 35.5% of respondents said they had. Among those who had given gifts within the past 2–3 years, this figure rose to 49.3%, indicating that gifting to men is becoming more widespread. Additionally, across generations—from teens to those in their 50s—many respondents reported having given cosmetics to men, suggesting it is becoming a general choice rather than limited to specific age groups. ## About 60% of Those Who Gave Cosmetics to Men Chose Skincare Products Respondents were also asked about the types of cosmetics they gifted. Skincare products led with 62.2%, surpassing hand/body care (36.8%)—a gifting staple—and grooming-related items such as haircare (29.0%) and fragrance (25.1%). Further, insights into why respondents chose to give cosmetics revealed shifts in both men’s and women’s attitudes. ### ① Women’s Expectations for Men I want him to become more attractive, experience the joy of beauty, and realize how much he can change. (26 years old) I wanted him to raise his aesthetic awareness and become more handsome. (24 years old) I gave it with the hope that he would improve his grooming habits, using cosmetics as a starting point. (39 years old) My husband isn’t very interested in beauty, so I gave it to encourage him to pay more attention to his appearance. (51 years old) There is a clear desire for men to take an interest in beauty. Younger women express a wish for men to enhance their aesthetic awareness, while older age groups emphasize grooming as part of daily self-care. ### ② Responding to the Recipient’s Concerns Because he had mentioned skin concerns. (29 years old) He talked about skin issues and said he wanted to start skincare but didn’t know what to buy, so I decided to gift skincare products. (30 years old) He has concerns about wrinkles and sagging, and feels skincare products are too expensive for him to buy himself. I gifted items I personally liked and felt effective. (50 years old) These responses reflect a desire to support the recipient by solving their problems and sharing effective products. Previously, @cosme believed that the growth of men’s beauty was largely driven by women’s understanding and acceptance. However, these comments suggest a shift beyond mere acceptance—toward more proactive attitudes such as 'wanting men to take interest' and 'hoping they enjoy beauty.' Women’s mindset regarding men’s beauty may be advancing one step further. ### ③ Men’s Own Interest in Beauty and Personal Requests I sensed he had relatively high aesthetic awareness. I intuitively felt he’d use it, and gifted it with the hope that he would. (17 years old) He requested it for his birthday, and I’d be happy if it helped raise his beauty awareness. (24 years old) Since he’s interested in beauty, I thought he’d appreciate it. (26 years old) Because he wanted it or seemed interested. (29 years old) I heard him mention recently getting into sheet masks and other beauty routines. (34 years old) He’s interested in cosmetics and wants them but lacks the confidence to buy them himself, so I gifted them. (37 years old) When I asked what he wanted for his birthday, he requested it, so I decided to gift it. (50 years old) On the other hand, men’s own requests and growing interest in beauty were cited as reasons, indicating that men themselves are becoming more open and proactive about skincare.