[Japan ABC Association Announces H2 2025 'Magazine Sales Circulation'] 'Biteki' Reclaims No. 1 Spot in Beauty & Cosmetics Magazine Genre! A Massive Leap with Over 130% YoY Growth!
Shogakukan's beauty magazine 'Biteki' recorded a monthly average circulation of 91,595 copies in the second half of 2025, reclaiming the top spot in its genre for the first time in three and a half years. Maintaining high influence across digital editions and social media, the brand also announced the launch of a new men's media outlet, 'Biteki MEN'.
📋 Article Processing Timeline
- 📰 Published: May 19, 2026 at 03:00
- 🔍 Collected: May 18, 2026 at 18:31
- 🤖 AI Analyzed: May 18, 2026 at 19:28 (56 min after Collected)
The regular edition of the July 2026 issue of 'Biteki' will be released on Friday, May 21. Pre-orders have flooded in before the release, making an early sell-out inevitable!
The Only Beauty & Cosmetics Magazine to Achieve a Monthly Average Circulation of 90,000 Copies!
On Friday, May 15, 2026, the Japan Audit Bureau of Circulations (ABC) Association announced the magazine sales circulation for the second half of 2025 (July to December). In the beauty and cosmetics magazine genre, 'Biteki' (Shogakukan) reclaimed the number one spot in sales for the first time in three and a half years, since the first half of 2022 (January to June).
The average monthly sales circulation of 'Biteki' (print edition) in the second half of 2025 was 91,595 copies. This represents a remarkable leap, exceeding 130% compared to the same period the previous year, and over 150% compared to the first half of the same year, making it the only beauty and cosmetics magazine to achieve a monthly average circulation of over 90,000 copies. Furthermore, it firmly maintained its overwhelming first-place position in the number of unique users (UU) for its digital all-you-can-read edition (monthly average of 83,700).
A Total of 8 Versions Sold Out Across 5 Issues in H2 2025!
With the catchphrase "Polish the beauty of your 'skin, mind, and body' yourself," 'Biteki' has been broadcasting beauty from a holistic perspective since its launch in 2001. Rather than enforcing beauty standards, it has continued to stay close to its readers by creating a magazine predicated on becoming happier through beauty, celebrating its 25th anniversary this year.
In creating the magazine, the editorial team meticulously analyzes what readers "truly want to know right now" through monthly reader monitor meetings and surveys. A multitude of projects born from careful, repeated reporting by an editorial team well-versed in beauty—including the 'Biteki' original skin diagnosis "BSTI Diagnosis" inspired by the "MBTI Diagnosis"—generated significant buzz in the second half of 2025.
Additionally, highly planned cosmetic appendices featuring beauty influencers and experts who gather enthusiastic support from beauty-loving readers became a major topic of conversation. The October 2025 issue (released in August of the same year), which included a luxurious two-piece set of 'Biteki' original makeup brushes supervised by the immensely popular cosmetics producer Akari Yoshida, also known as "Akarin," saw two versions sell out in a flash. Furthermore, the second half of 2025 saw massive hit cosmetic appendices appearing in almost every issue, such as the December 2025 issue (released in October of the same year) delivering two types of Korean cosmetic BOXes, and the January 2026 issue (released in November 2025) featuring a special BOX by beauty expert Kaori Nagai. This resulted in a total of 8 versions selling out across 5 issues.
'Biteki' October 2025 Issue Plump & Firm Set (Regular) Edition. The luxurious two-piece double-ended makeup brush set developed exclusively for 'Biteki' readers by Akari Yoshida received a massive response.
25th Anniversary! The 'Biteki' Brand, No. 1 in Total Media Power, Continues to Expand!
The brand power of 'Biteki,' which celebrated its 25th anniversary this year, is not limited to the magazine itself. The official website, Biteki.com, boasts an overwhelming first-place in-house UU count of 3.43 million (average for October-December 2025 period, Web Metrics List announced by the Japan ABC Association) in the beauty and cosmetics magazine genre. Its official Instagram follower count also ranks first in the same genre with 639,000 followers (as of May 18, 2026). As the No. 1 brand in total media power, it is making a remarkable leap forward.
On Biteki.com, projects centered around talents have been strengthened. The media swiftly catches the sprouts of breakouts, such as newly formed idol groups or cast members of popular reality romance shows, without missing a beat. Through various social media platforms like Instagram and TikTok, it disseminates visuals and information unique to 'Biteki' that combine fresh personalities with beauty.
Focus is also being placed on the YouTube channel, which has 143,000 subscribers (as of May 18, 2026). Updated about twice a week on Wednesday and Friday nights, it continuously delivers trending content, including Vlog videos closely following the "Beauty Days" of 25th Anniversary Ambassadors Akari Yoshida, Kasumi Mori, and Seira Jonishi (Ms. Jonishi's video is scheduled to be released on May 22).
A Beauty Vlog closely following 25th Anniversary Ambassador Kasumi Mori shopping at an organic supermarket and visiting a cafe. Currently available on the 'Biteki' official YouTube channel.
Furthermore, starting from Thursday, May 21st, when the latest issue is released, a new media outlet specializing in men's beauty, "Biteki MEN," will also be launched. From Biteki.com and official social media accounts, it will broadcast a variety of men's beauty information, including skincare, makeup, and lifestyle. While men's beauty is gaining momentum, 'Biteki' is committed to delivering the "optimal information" and the "power of beauty" to men who are wondering, "What actually suits me in the end?" or "Where should I even begin?"
Hosting real-world events that invite readers is also one of 'Biteki's specialties. In March 2025, the first "Aitai Biteki" in the Kansai region was held at the Hankyu Umeda Main Store, inviting 1,800 people. Combined with the Tokyo event in September, it became a massive event inviting a total of 3,000 people. This year, marking the 25th anniversary, 'Biteki'
The Only Beauty & Cosmetics Magazine to Achieve a Monthly Average Circulation of 90,000 Copies!
On Friday, May 15, 2026, the Japan Audit Bureau of Circulations (ABC) Association announced the magazine sales circulation for the second half of 2025 (July to December). In the beauty and cosmetics magazine genre, 'Biteki' (Shogakukan) reclaimed the number one spot in sales for the first time in three and a half years, since the first half of 2022 (January to June).
The average monthly sales circulation of 'Biteki' (print edition) in the second half of 2025 was 91,595 copies. This represents a remarkable leap, exceeding 130% compared to the same period the previous year, and over 150% compared to the first half of the same year, making it the only beauty and cosmetics magazine to achieve a monthly average circulation of over 90,000 copies. Furthermore, it firmly maintained its overwhelming first-place position in the number of unique users (UU) for its digital all-you-can-read edition (monthly average of 83,700).
A Total of 8 Versions Sold Out Across 5 Issues in H2 2025!
With the catchphrase "Polish the beauty of your 'skin, mind, and body' yourself," 'Biteki' has been broadcasting beauty from a holistic perspective since its launch in 2001. Rather than enforcing beauty standards, it has continued to stay close to its readers by creating a magazine predicated on becoming happier through beauty, celebrating its 25th anniversary this year.
In creating the magazine, the editorial team meticulously analyzes what readers "truly want to know right now" through monthly reader monitor meetings and surveys. A multitude of projects born from careful, repeated reporting by an editorial team well-versed in beauty—including the 'Biteki' original skin diagnosis "BSTI Diagnosis" inspired by the "MBTI Diagnosis"—generated significant buzz in the second half of 2025.
Additionally, highly planned cosmetic appendices featuring beauty influencers and experts who gather enthusiastic support from beauty-loving readers became a major topic of conversation. The October 2025 issue (released in August of the same year), which included a luxurious two-piece set of 'Biteki' original makeup brushes supervised by the immensely popular cosmetics producer Akari Yoshida, also known as "Akarin," saw two versions sell out in a flash. Furthermore, the second half of 2025 saw massive hit cosmetic appendices appearing in almost every issue, such as the December 2025 issue (released in October of the same year) delivering two types of Korean cosmetic BOXes, and the January 2026 issue (released in November 2025) featuring a special BOX by beauty expert Kaori Nagai. This resulted in a total of 8 versions selling out across 5 issues.
'Biteki' October 2025 Issue Plump & Firm Set (Regular) Edition. The luxurious two-piece double-ended makeup brush set developed exclusively for 'Biteki' readers by Akari Yoshida received a massive response.
25th Anniversary! The 'Biteki' Brand, No. 1 in Total Media Power, Continues to Expand!
The brand power of 'Biteki,' which celebrated its 25th anniversary this year, is not limited to the magazine itself. The official website, Biteki.com, boasts an overwhelming first-place in-house UU count of 3.43 million (average for October-December 2025 period, Web Metrics List announced by the Japan ABC Association) in the beauty and cosmetics magazine genre. Its official Instagram follower count also ranks first in the same genre with 639,000 followers (as of May 18, 2026). As the No. 1 brand in total media power, it is making a remarkable leap forward.
On Biteki.com, projects centered around talents have been strengthened. The media swiftly catches the sprouts of breakouts, such as newly formed idol groups or cast members of popular reality romance shows, without missing a beat. Through various social media platforms like Instagram and TikTok, it disseminates visuals and information unique to 'Biteki' that combine fresh personalities with beauty.
Focus is also being placed on the YouTube channel, which has 143,000 subscribers (as of May 18, 2026). Updated about twice a week on Wednesday and Friday nights, it continuously delivers trending content, including Vlog videos closely following the "Beauty Days" of 25th Anniversary Ambassadors Akari Yoshida, Kasumi Mori, and Seira Jonishi (Ms. Jonishi's video is scheduled to be released on May 22).
A Beauty Vlog closely following 25th Anniversary Ambassador Kasumi Mori shopping at an organic supermarket and visiting a cafe. Currently available on the 'Biteki' official YouTube channel.
Furthermore, starting from Thursday, May 21st, when the latest issue is released, a new media outlet specializing in men's beauty, "Biteki MEN," will also be launched. From Biteki.com and official social media accounts, it will broadcast a variety of men's beauty information, including skincare, makeup, and lifestyle. While men's beauty is gaining momentum, 'Biteki' is committed to delivering the "optimal information" and the "power of beauty" to men who are wondering, "What actually suits me in the end?" or "Where should I even begin?"
Hosting real-world events that invite readers is also one of 'Biteki's specialties. In March 2025, the first "Aitai Biteki" in the Kansai region was held at the Hankyu Umeda Main Store, inviting 1,800 people. Combined with the Tokyo event in September, it became a massive event inviting a total of 3,000 people. This year, marking the 25th anniversary, 'Biteki'
FAQ
What is the circulation of 'Biteki' magazine?
The average monthly print circulation in the second half of 2025 was 91,595 copies, making it #1 in the beauty/cosmetics genre.
Why are the appendices of 'Biteki' so popular?
Because they analyze reader surveys and provide luxurious cosmetics sets co-developed with beauty experts and popular influencers.
When does 'Biteki MEN' launch?
It launches on May 21, 2026, as a new media outlet providing men's beauty information such as skincare and makeup.