Japan's cosmetics industry is experiencing a shift as increasingly younger demographics, starting from as young as three years old, are being introduced to makeup. Various cosmetic brands are capitalizing on this trend, rolling out products specifically catered towards this new, younger market. This development, stirring both curiosity and concern, sheds light on evolving societal norms and parenting choices in Japan while providing a growing opportunity for cosmetic companies.

In Japan, the use of makeup by young children is largely a reflection of cultural values around self-expression, personal care, and grooming. However, as the trend becomes more prevalent, it's prompting a widespread discussion about the appropriateness of this practice, age appropriateness and potential impacts on children's wellbeing.

Similar to the US and EU cosmetic markets, targeted child cosmetics are available but are typically play-oriented. The early introduction to cosmetics is less common in the West, often seen as a controversial topic that deals with the implications of childhood, body image, and societal pressure.