In recent years, the popularity of men's cosmetics has seen significant growth in Japan. This beauty trend has now even spread to construction sites, with workers opting for skincare products. This shift in societal norms underscores Japan's evolving perceptions towards masculinity, beauty, and self-care, as more men take an interest in their appearance, even in traditionally male-dominated industries.

Japan boasts a strong beauty industry known for its innovation and high-quality products. While previously concentrated on women's beauty, the focus has also started shifting to men's skincare and cosmetics. This trend has significant implications in the society, as it challenges traditional gender roles and promotes a more diverse understanding of masculinity. Japanese men are beginning to embrace the trend, even in industries such as construction, which traditionally have been associated with rugged masculinity.

In many Western societies such as the U.S and EU, men's grooming has been on the rise as well. Many brands have launched product lines geared specifically towards men. However, seeing this trend catch on in industries typically associated with traditional masculinity such as construction is still relatively rare, making Japan's case particularly noteworthy.