Japan Shampoo Market Size, Share, Opportunities, And Trends By Product (Medicated/Special-Purpose, Non-Medicated/Regular), By Application (Household, Commercial), By Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Online Stores, Others), By Manufacturer (Private Label, Toll Manufacturing, Multinational), And By Region – Forecasts from 2025 to 2030

Japan Shampoo Market Size:

The Japan shampoo market is projected to grow at a CAGR of 1.06% during the projected period (2025-2030), reaching a market size of USD 1.171 billion by 2030 from USD 1.111 billion by 2025.      

A major factor propelling the shampoo industry in Japan is the fast-paced urban lifestyle.  Consumers who prioritize efficiency and have busy schedules use dry shampoo as a practical way to prolong the intervals between regular hair washes.  Dry shampoo's time-saving features meet the needs of contemporary life, making it a useful and appreciated complement to regular grooming needs. In Japan, cultural considerations also have a significant impact on the use of shampoo.  In Japan, hygiene and cleanliness are highly valued in the beauty and grooming sector.

Japan Shampoo Market Overview & Scope:

The Japan shampoo market is segmented by:

• Product: The Japanese shampoo market is divided into two segments based on product, non-medicated/regular and medicated/special purpose. The non-medicated/regular segment is anticipated to lead the Japanese shampoo market share due to widespread availability and rising mass-production product acceptance worldwide.  Since non-medicated shampoos are easier to find and less expensive than their counterparts, non-medicated products are widely used.  Additionally, the non-medicated shampoo segment's revenue is driven by the growing availability of over-the-counter versions at pharmacies and drug shops.
• Application: The two market types based on application are domestic and commercial. The domestic segment is expected to dominate the market. The reasons driving the growth of the domestic segment include the increasing number of toddlers and babies using baby shampoos and the significant product use for personal hygiene purposes in the home. It is anticipated that the increasing number of companies advertising their hair grooming products on social media and through celebrity endorsements would increase demand from Japan home consumers.
• Distribution Channel: The market is divided into convenience stores, online stores, hypermarkets and supermarkets, and others based on the distribution. The availability of a wide range of products on supermarket shelves allowed hypermarkets and supermarkets to dominate the market. This enables customers to know their alternatives and purchase a specific product or combination of products based on their hair care requirements. The segment's rise was aided by the new trend of buying personal care goods in bulk at department stores and supermarkets.
• Manufacturers: The market is divided into private label, toll manufacturing, and multinational segments based on manufacturers. The multinational segment's growth in the market is propelled by the consistent supply of branded goods, the distribution networks of major multinational corporations, and a strong clientele. Across Japan, these elements made a substantial contribution to the revenue generated by multinational corporations. The segment's growth is driven by expanding projects and capacity-building initiatives carried out by international corporations.

Top Trends Shaping the Japan Shampoo Market: 

• Growing Need for Clinically Validated and Scalp-Focused Formulations

The market forecast for hair growth products in Japan is being positively impacted by consumers' increasing preference for formulations that are clinically supported and targeted at the scalp.  Purchase behaviour is being greatly impacted by this increasing incidence as well as increased consumer awareness about scalp health which plays an important role in controlling hair loss and promoting hair growth.  Products that address certain scalp issues are therefore becoming more and more popular.

• Growing Consumer Interest in Natural, Organic, and Clean-Labelled Products

Growing consumer knowledge of the possible negative effects of specific chemical compounds, such as parabens and aluminum compounds, is driving a significant change in the Japanese hair care market toward natural and organic hair care products.  Manufacturers have created novel formulations of ingredients inspired by nature in response to consumer demand for eco-friendly, chemical-free, and sustainable products.  In response to customer desires for clean-labeled products, businesses are increasingly using premium botanical and plant-based components in their products.

Japan Shampoo Market Growth Drivers vs. Challenges:

Drivers:

• Increased Concerns Toward Hair Care: The rise of the hair care products industry in Japan has mostly been driven by increased hair loss brought on by changing lifestyles and environmental exposure. Customers are being encouraged to buy a variety of hair care products by the increased awareness of these items that they are receiving from TV commercials, periodicals, and social media. The increased demand for specialized products can be attributed to the increasing level of concern surrounding hair care. Just as hair and scalp-related problems differ from person to person, so do hair textures. While some people struggle with hair breakage and loss, others may have dry or damaged hair. Specialized products like L'Oréal's Total Repair, which claims to repair damages caused by a variety of circumstances, are consequently being launched to the market. The market will benefit throughout the projected period from the rise in the availability of specialty products that aid in treating a variety of issues pertaining to the hair and scalp.
• A greater emphasis on product customization by manufacturers to promote market expansion: A growing number of industry players are moving toward personalization to accommodate a wide range of customer preferences and hair care requirements.  Important market players are experimenting with new substances that could improve the quality of their goods.  The market for protein- and vitamin-based products with many health advantages grows, and ingredients including biotin, probiotics, and fruit vitamins are being investigated. 

Challenges:

• Environmental Issues and Regulatory Compliance: The usage of dangerous chemicals and the growing environmental restrictions surrounding plastic trash are posing problems. Businesses like Unilever are responding by pledging to use more environmentally friendly packaging to be more sustainable, but this frequently comes at a higher operational cost. To cut down on the use of virgin plastic, the corporation has also expanded its expenditure on packaging research and development. Also, for Japanese brands, investments in medical skincare will be essential to compete effectively with local and western brands.

Japan Shampoo Market Competitive Landscape:

The market is moderately fragmented, with many key players including L'Oréal SA, Unilever PLC, Mandom Corporation, and Milbon Co., Ltd.

• Product Innovation: In June 2024, The Saisei Biomimetic Peptide Treatment, an anti-aging hair serum was created by NatureLab Tokyo, and is intended to prevent and reverse gray hair while regaining fullness. To restore hair to its natural color and thickness, this 12-year-old treatment uses biomimetic peptides to promote melanin synthesis and fight oxidative stress.
• Product Launch: In February 2024, Kao Corporation introduced "Melt," a new haircare line with an emphasis on high-end products. This program is a component of Kao's ambition to reach JPY 200 billion (about USD 1.38 billion) in haircare sales by 2027, with a focus on luxury products and hair color.

Japan Shampoo Market Scope:

Report Metric	Details
Japan Shampoo Market Size in 2025	USD 1.111 billion
Japan Shampoo Market Size in 2030	USD 1.171 billion
Growth Rate	CAGR of 1.06%
Study Period	2020 to 2030
Historical Data	2020 to 2023
Base Year	2024
Forecast Period	2025 – 2030
Forecast Unit (Value)	USD Billion
Segmentation	Product Application Distribution Channel Manufacturers Region
Geographical Segmentation	Tokyo, Kanagawa, Osaka, Aichi, Kyoto, Others
List of Major Companies in the Japan Shampoo Market	Kao Corporation Shiseido Company Lion Corporation Mandom Corporation Milbon Co., Ltd.
Customization Scope	Free report customization with purchase

Japan Shampoo Market Segmentation:  

By Product

• Medicated/Special-Purpose
• Non-Medicated/Regular

By Application

• Household
• Commercial

By Distribution Channel

• Hypermarkets/Supermarkets
• Convenience Stores
• Online Stores
• Others

By Manufacturers

• Private Label
• Toll Manufacturing
• Multinational

By Region

• Tokyo
• Kanagawa
• Osaka
• Aichi
• Kyoto
• Others

1. EXECUTIVE SUMMARY

2. MARKET SNAPSHOT

2.1. Market Overview

2.2. Market Definition

2.3. Scope of the Study

2.4. Market Segmentation

3. BUSINESS LANDSCAPE

3.1. Market Drivers

3.2. Market Restraints

3.3. Market Opportunities

3.4. Porter’s Five Forces Analysis

3.5. Industry Value Chain Analysis

3.6. Policies and Regulations

3.7. Strategic Recommendations

4. TECHNOLOGICAL OUTLOOK

5. JAPAN Shampoo Market BY PRODUCT

5.1. Introduction

5.2. Medicated/Special-Purpose

5.3. Non-Medicated/Regular

6. JAPAN Shampoo Market BY APPLICATION

6.1. Introduction

6.2. Household

6.3. Commercial

7. JAPAN Shampoo Market BY Distribution Channel

7.1. Introduction

7.2. Hypermarkets/Supermarkets

7.3. Convenience Stores

7.4. Online Stores

7.5. Others

8. JAPAN Shampoo Market BY Manufacturers

8.1. Introduction

8.2. Private Label

8.3. Toll Manufacturing

8.4. Multinational

9. JAPAN Shampoo Market BY GEOGRAPHY

9.1. Introduction

9.2. Tokyo

9.3. Kanagawa

9.4. Osaka

9.5. Aichi

9.6. Kyoto

9.7. Others

10. COMPETITIVE ENVIRONMENT AND ANALYSIS

10.1. Major Players and Strategy Analysis

10.2. Market Share Analysis

10.3. Mergers, Acquisitions, Agreements, and Collaborations

10.4. Competitive Dashboard

11. COMPANY PROFILES

11.1. Kao Corporation

11.2. Shiseido Company

11.3. Lion Corporation

11.4. Mandom Corporation

11.5. Milbon Co., Ltd.

11.6. Hoyu Co., Ltd.

11.7. Kracie Holdings, Ltd.

11.8. Unilever Japan

11.9. L’Oréal Japan

12. APPENDIX

12.1. Currency

12.2. Assumptions

12.3. Base and Forecast Years Timeline

12.4. Key benefits for the stakeholders

12.5. Research Methodology

12.6. Abbreviations

Kao Corporation

Shiseido Company

Lion Corporation

Mandom Corporation

Milbon Co., Ltd.

Hoyu Co., Ltd.

Kracie Holdings, Ltd.

Unilever Japan

L’Oréal Japan