Recruit Lifestyle Co., Ltd.'s Beauty Research Institute conducted a "beauty consciousness" survey targeting men and women aged 20 to 64 living in cities with a population of over 200,000. The survey revealed that the number of beauty-conscious men, commonly known as "beautiful men," is increasing and evolving. Overall, 39.3% of men use cosmetics at home for daily facial (skin) care. Nearly half (48.3%) of men aged 20 to 34 do the same, and approximately one in ten (11.0%) use beauty devices such as facial rollers, facial massagers, and facial steamers. Additionally, 19.7% of men use beauty devices for body hair removal and hair removal, exceeding 20% for men aged 20 to 49. The percentage of men who visit beauty salons increased 3.9% from 41.8% last year to 45.7%. The average spend per visit is 4,290 yen. While the 20-34 age group saw a decrease of 249 yen from last year, the 50-64 age group saw an increase of 309 yen. Furthermore, 25.6% of men visit salons 12 or more times a year, demonstrating increased salon visits among middle-aged and older people.

Men are also highly interested in hair and scalp care at home. Overall, 26.1% of men use shampoo brushes and scalp massagers for scalp care, exceeding the 17.8% of women. The average cost was 1,409 yen, 258 yen more than women. The use of hair growth products and scalp lotions was 24.8% overall, and 31.3% of men aged 50-64, with the increase increasing with age.

When it comes to relaxation salon visits, aromatherapy treatments ranked third (20.3%), following osteopathy, chiropractic, foot care, and reflexology. The majority of people cited the purpose of going to the spa to relieve everyday fatigue and stress, with 22.0% saying they were "very tired from work or studying" and 20.2% saying they were "stressed and irritable."