AMZ123 learned that from April to June 2026, sales of beauty tools and care products across the three major platforms—Rakuten, Amazon, and Yahoo! Shopping—totaled approximately 1.40 billion yen, a 25.0% year-on-year increase. However, unit sales reached only 753,000, a minimal 1.2% rise. The average order value stood at 1,853 yen, jumping 23.5%. The market growth was almost entirely driven by higher unit prices rather than volume expansion. In terms of category mix, body massage tools claimed an 18.0% market share with an average price of 6,229 yen and a 361.7% year-on-year surge, becoming the largest segment. Makeup brushes and brush heads (2,239 yen, +14.4%) and puffs and sponges (714 yen, +26.8%) also saw steady growth, while facial cleansing tools (1,656 yen, -3.1%) were the only product category in decline. Medium-to-high-priced items (above 2,000 yen) together contributed around 90% of the total sales, while low-priced items accounted for just 9.9%, but the low-price segment served as a customer entry point through high-frequency repurchases. This paints a clear picture: Japanese consumers, while keeping consumables like puffs and sponges, are shifting their budgets toward body-care devices and professional brushes—a turning point that signals 'flat volume, rising prices.' For cross-border sellers, the Q2 signals suggest a combination logic rather than simply listing products: use 714-yen puffs to attract traffic, 2,239-yen makeup brushes as the mid-range profit engine, and 6,229-yen massage tools as the order value anchor. Meanwhile, optimize product detail pages focusing on usage scenarios and materials, shift inventory towards massage tools and brushes, and reduce production of facial cleansing products. This is the effective strategy to capture Japan's consumption upgrade in the yen zone.

Source: AMZ123
Original link: https://www.amz123.com/kx/H6K66yaI