According to the latest report from Mintel Japan, 40% of Japanese women have tried subscription purchases of beauty and personal care products, while 31% continue to use them. The survey found that “no particular reason” was the most common reason for using subscriptions.
According to Mintel Japan’s report for the Japanese market, “BPC Subscription Trends – Japan – 2026,” 40% of Japanese women have tried subscription purchases of beauty and personal care products, while 31% currently use them. The figures cover both past experience and current use.
Among women who currently use or have previously used subscriptions, more than 30% cited “no particular reason,” making it the most common motivation. Price benefits and convenience also received some support but were not major motivations overall. Trust and attachment are also important for direct-to-consumer brands.
Usage experience is highest among those aged 18–29 and 60 and over, indicating strong interest among younger and older consumers. The analysis says subscriptions are sometimes chosen because of an introductory discount and then continued thereafter.
In Japan, disposable income tends to influence usage rates, while consumers show a stronger preference for choosing products that suit them than for saving time. The availability of nearby drugstores, where products can be purchased when needed, is also seen as a factor.