Rapid Increase in Men Who "Don't Know What to Wear": "Men's Face Type Diagnosis" Solves Hair, Clothes, and First Impressions with Theory

Miko Okada, Representative Director of the Japan Face Type Diagnosis Association and developer of "Face Type Diagnosis®," will release a new book, "Men's Face Type Diagnosis: Understanding What Suits You in Clothes and Hairstyles Through 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, 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 such as:

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

"I always struggle with what to ask for at the hair salon."

"I'm not confident in choosing clothes."

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

These are the worries of men who can be described as "lost in appearance."

While a vast amount of information overflows on social media and YouTube, 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 problems to find what suits them through "theory," not "sense" or "intuition."

What is Face Type Diagnosis®?

Face Type Diagnosis® 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 Miko 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 Diagnosis has traditionally had a strong image for women, demand from men has also rapidly increased in recent years.

For example, consultations regarding "men's unique appearance concerns" have grown, such as:

・Wanting to improve their first impression for marriage hunting

・Wanting to convey trustworthiness 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 clothes selection" seen through operating a men's specialized salon?

In the men's image consulting salon that author Miko Okada is involved in operating, consultations have increased recently, 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 are appropriate for my age."

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

Especially among men in their 20s to 40s, with the increase in "opportunities to be seen" such as:

・Marriage hunting

・Job changes

・Business settings

・SNS profile pictures

・Dating apps

While interest in first impressions is growing, many men get lost as information increases without having their own criteria for what suits them.

Furthermore, 378 people applied for a seminar related to Men's Face Type Diagnosis even before the book's release. This indicates high interest not only from men themselves but also from women who "want to make their boyfriends or husbands more attractive," suggesting an expanding need in the men's beauty and first impression market.

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

"I want my boyfriend to look cool."

"I want my husband to 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 Diagnosis® 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 textures

・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, not relying on intuition.

Furthermore, by understanding "the impression conveyed by the face" such as:

"Being seen as gentle"

"Being seen as serious"

"Being seen as reliable"

"Being seen as young"

It can also be utilized for first impression strategies.

Today is an era where "opportunities to be seen" have increased, such as SNS profile pictures and online meetings.

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

This book is not just a fashion book; it is "a guide to knowing and utilizing one's unique charm," and it will be useful to many men.

Author Profile

Miko Okada

Image Consultant

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

After being a full-time housewife, she opened the image consulting salon "HAPPY SPIRAL" in Ginza and established the professional training school "HAPPY SPIRAL Academy."

She was the first in Japan to develop Face Type Diagnosis.