The emergence of 'genderless cosmetics' in Japan reflects a rising trend to stop pigeonholing people based on socially constructed differences between the sexes. Perhaps it is also time to stop categorizing behaviors as those of men or women.
Against the backdrop of an increasing awareness amongst men on beauty and skincare, brand after brand have been promoting gender-neutral makeup. Even the idea that men and women have different skin types, as it turns out, is based on preconceptions of differences between sexes.
Skin type is not determined by sex, rather external factors play a major role. The idea that men have tougher skin just because they are men no longer holds up.
The use of skincare products as well as eyebrow and face makeup by men is becoming more widespread, and lip products and mascaras are also gaining traction. The closing of the gender gap is starting from the face.
New Products Mean New Customers
Red lips contrasted with pale skin leave a lasting impression. Looking at displays for the new 'perse' line of makeup products produced by The Yoshimichi Siblings, a celebrity sister-brother duo, one might feel as if they have come upon the beginning of a new era.
Read the rest of this article here for more on new gender-neutral skin care trends in Japan. And find more great articles on the environment and the challenges of achieving the SDGs, on our new website Japan 2 Earth, sparking a transition on the environment and SDGs.
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Author: Akiko Shigematsu