Increasing Number of Men Who Don't Know What to Wear: 'Men's Face Type Analysis' Solves Hair, Clothes, and First Impressions with Theory

Jitsuko Okada, Representative Director of the Japan Face Type Analysis Association and developer of 'Face Type Analysis®,' will release a new book, 'Men's Face Type Analysis: Understand What Suits You in Clothes and Hairstyles with Theory,' from Kanki Publishing on May 11, 2026.

In recent years, the male beauty market has been rapidly expanding.

Men's makeup, men's hair removal, skincare, eyebrow salons, and aesthetic medicine—it has become commonplace for men to groom their appearance.

However, along with this market expansion, there has been an increase in concerns that can be described as 'men lost in appearance,' such as:

'Ultimately, I don't know what suits me.'

'I always struggle with what to order at the hair salon.'

'I'm not confident in choosing clothes.'

'I want to look clean, but I don't know the right way.'

While SNS and YouTube are overflowing with information, many men lack the criteria to judge 'whether it suits them,' and some become even more confused as information increases.

This book was created to guide modern men facing such concerns to find what suits them, not through 'sense' or 'intuition,' but through 'theory.'

What is Face Type Analysis®?

Face Type Analysis® is a theory that analyzes facial contours, feature balance, and three-dimensionality to classify a person's impression and charm into 8 types.

Developed by Jitsuko Okada in 2017, it has since trained over 6,700 professionals. It has spread nationwide, primarily in the beauty industry, and is utilized as a theory for fashion, hair, and makeup proposals.

While Face Type Analysis has traditionally had a strong image for women, demand from men has rapidly increased in recent years.

Consultations regarding 'men's unique appearance concerns' are increasing, such as:

・Wanting to improve their first impression for marriage hunting.

・Wanting to convey reliability in business settings.

・Wanting to refine their SNS profile picture.

・Wanting to know what hairstyle suits them.

・Wanting to look fashionable but not try too hard.

What is the reality of 'men lost in clothing choices' revealed by operating a men's specialized salon?

In the men's image consulting salon that author Jitsuko Okada is involved in operating, consultations have increased in recent years, such as:

'I don't know what to wear.'

'I don't know how to order at the hair salon.'

'I don't know what clothes suit my age.'

'The more I try to be fashionable, the more uncomfortable I feel.'

Especially among men in their 20s to 40s, while interest in first impressions is growing due to an increase in 'opportunities to be seen' such as:

・Marriage hunting

・Job change

・Business scenes

・SNS profile pictures

・Dating apps

Many men become confused as information increases without having 'criteria for what suits them.'

Furthermore, before the book's release, 378 people applied for a related seminar on Men's Face Type Analysis even at the preliminary stage. Not only men themselves, but also women who 'want to make their boyfriend or husband more attractive' showed high interest, indicating an expansion of demand in the men's beauty and first impression market.

In fact, many voices from women have been received, such as:

'I want to make my boyfriend look cool.'

'I want to make my husband look more attractive.'

'I want to bring out more charm in my favorite person.'

These voices became one of the backgrounds for the development of this book.

[Men's Face Type Analysis® Styling Examples]

49-year-old male Before/After

30-year-old male Before/After

Reproducible because it's 'theory,' not 'sense.'

This book specifically explains:

・Clothes that suit you

・Hairstyles

・Glasses

・Material feel

・Patterns

・Accessories

・Suit styles

・Casual styles

for each face type.

Since it even verbalizes 'why it suits you,' the content is easy for anyone to reproduce, rather than relying on intuition.

Furthermore, by understanding 'the impression conveyed by your face,' such as:

'You look gentle.'

'You look serious.'

'You look reliable.'

'You look young.'

It can also be useful for first impression strategies.

Today, with SNS profile pictures and online meetings, we live in an era where 'opportunities to be seen' have increased.

That's why knowing 'how you are perceived' and utilizing that knowledge is important not only in romance but also in work and communication.

This book is not just a fashion book; it is a valuable resource for many men to 'understand and utilize their unique charm.'

■Author Profile

Jitsuko Okada

Image Consultant

Representative of the Japan Face Type Analysis Association. 21 years of experience as an image consultant.

After being a専業主婦 (full-time housewife), she opened the image consulting salon 'HAPPY SPIRAL' in Ginza and established the professional training school 'HAPPY SPIRAL Academy.'

She developed Face Type Analysis for the first time in Japan.