Yoshiko Abe is approaching her 89th birthday, but that hasn’t slowed her down. She continues to visit the gym daily and recently took a free makeup course at her housing complex, which left her feeling happy and refreshed after applying foundation and pink lipstick—something she hadn’t done in years.
Japan, home to the world’s fastest-aging population, has over a quarter of its citizens aged 65 and older, which amounts to 36 million people. In just a decade, that proportion will rise to one in three.
This demographic shift has made older adults a growing focus for businesses in Japan. The market catering to seniors is expected to exceed 100 trillion yen ($650 billion) this year. This market isn’t limited to healthcare and elderly care facilities but also embraces consumer products and services. With advancements in artificial intelligence and robotics, new opportunities are emerging to serve this age group with innovative technologies and gadgets.
Akira Shimizu, a business professor at Keio University, refers to older adults as “cool grandpas and cute grannies,” highlighting that many remain in tune with current trends, including luxury and health products. According to Shimizu, these seniors care about their clothing and makeup as a way to express their personal style.
Businesses are capitalizing on the fact that today’s seniors are active, social, and still enjoy going out with friends or on dates. As a result, they often want to look good and dress up, whether for luxury cruises or “oldies” rock concerts.
Miwa Hiraku, a makeover class instructor from Shiseido, explains that maintaining one’s appearance is good for physical health too. Applying makeup involves hand agility and facial massages, which stimulate the saliva glands. Shiseido, a cosmetics company founded in 1872 as a pharmacy, has embraced this idea by offering free makeup courses for older people across Japan, believing that makeup not only benefits physical well-being but also boosts mental health and self-esteem.
Miwa Hiraku, a makeover class instructor, believes that applying makeup can act as a boost of energy to start the day. She shares that even when she turns 100, she plans to keep wearing makeup. “It’s not just about looking beautiful; it’s about living a long, healthy life,” she says.
Among the participants in her class is 85-year-old Yoshihiko Hotta, the only man in a group of around 30. Though he skipped the rouge, he eagerly applied hand cream and participated in all the exercises. Despite feeling some signs of aging, like sore legs, Hotta confidently stated, “I don’t think age is relevant.”