Over 40% of Western and Australian Tourists Try Beauty Services in Japan, Survey Finds

A recent survey shows that more than 40% of travelers from Europe, North America, and Australia have used beauty-related services in Japan, with “cleanliness and hygiene” and “Japanese techniques” receiving particularly high praise.

TOKYO, JAPAN (MERXWIRE) – As inbound tourism continues to grow, beauty services are emerging as a new highlight of travel consumption in Japan. According to the latest survey by HOT PEPPER Beauty Academy, over 40% of visitors from Europe, North America, and Australia have used beauty-related services during their stay, with average spending exceeding 20,000 yen. Cleanliness, hygiene standards, and Japanese-style techniques are key factors driving demand among overseas visitors.

The survey, conducted by Recruit’s HOT PEPPER Beauty Academy between August and November 2025, polled 1,535 inbound travelers from Europe, North America, and Australia. It found that 42.6% of respondents had used beauty services in Japan, including hair salons, nail salons, eyelash salons, massage and relaxation facilities, beauty salons, and hotel spas. In addition, 30.2% said they intend to use such services in the future, bringing total potential demand to over 70%.

By category, “massage and relaxation facilities” were the most used (26.7%), followed by “beauty salons and hotel spas” (18.7%) and “hair salons” (17.3%). Within hair salon services, haircuts accounted for the majority of use (86.5%), while hair treatments and head spa services reached 40.6%, and hair coloring 23.3%, highlighting strong interest in Japan’s detailed care techniques.

The survey also shows a clear correlation between travel frequency and salon usage. First-time visitors recorded a 31.6% usage rate, while the figure rose to 54.5% among those who had visited Japan five times or more, suggesting beauty experiences are becoming a regular part of repeat travelers’ itineraries.

Social media plays a major role in shaping demand. Among salon users, 56.0% said they obtained information through platforms such as Instagram and TikTok before arriving in Japan, while others discovered salons locally during their stay.

The primary motivation for using Japanese beauty services was “relaxation” (64.0%), followed by “experiencing Japanese techniques” (49.4%). In terms of satisfaction, “cleanliness and hygiene management” ranked highest at 61.9%, ahead of “customer service” (54.4%) and “technical skills” (52.9%), reinforcing Japan’s strong reputation for safety and hygiene.

On average, beauty salon users spent 20,630 yen during their trip, including salon services and cosmetic purchases.

A first-time visitor from California who received a haircut and head spa treatment in Shibuya said she was initially inspired after seeing Japanese salon videos on Instagram.

“Japanese salons are much more attentive than I expected. The environment was extremely clean, and the entire experience was calm and relaxing,” she said. “In the U.S., salons usually focus on efficiency, but here every detail is carefully checked. Even the shampoo and massage felt special. It wasn’t just a haircut—it felt like a healing experience. I would definitely book again on my next trip to Japan.”

A hairstylist at a Tokyo salon noted the growing presence of Western customers in recent years, particularly those booking via social media.

“In the past, most foreign clients were from Asia, but now we see increasing numbers from the U.S., Canada, Australia, and Europe,” he said. “Many are especially interested in head spa treatments, hair coloring, and Japanese hair care techniques.”

He added that some travelers contact stylists via Instagram or make bookings months in advance to include salon visits in their travel plans.

In the past, many overseas visitors were interested in Japanese beauty services but faced difficulties due to reservation systems and language barriers. However, with the rise of social media and online booking platforms, international travelers can now easily browse services, prices, locations, reviews, and even select stylists in advance, making beauty experiences in Japan far more accessible and boosting inbound consumer demand.

The Consumer Aesthetics and Cultural Tourism Society Japan recommends that Japan’s beauty industry further enhance its appeal to international travelers by focusing on “experience value” and “digital accessibility.” It suggests strengthening multilingual support and online booking systems, while actively using platforms such as Instagram and TikTok to showcase services and techniques, helping potential customers build trust before arriving in Japan and ultimately increasing conversion into in-store visits.

Media Contacts:
Consumer Aesthetics and Cultural Tourism Society Japan

PR Agency:
MERXWIRE INC.
Ada Huang
pr@merxwire.com

SOURCE: Consumer Aesthetics and Cultural Tourism Society Japan