Japan makers roll out new UV protection products for men amid severe heat

Japanese manufacturers have introduced a range of UV protection products specifically designed for men this year, as extreme heat continues to affect the nation. While sunscreens have historically been marketed as gender-neutral, companies are now targeting the growing market by creating products that combat body odor and provide moisture using tea extracts, catering to the increasing interest among men of various ages in maintaining healthy skin.

Shiseido Co. introduced the Anessa Multi-Control UV Sunscreen Gel in March, a lightweight, smooth formula priced at 1,628 yen, offering the dual benefits of toner and moisturizer in a single product. A similar all-in-one gel, Murphy's men's total-care brand from Osaka-based I-ne Co., priced at 2,750 yen, features a unique fragrance technique to mask sweat-related odors.

Suntory Wellness Ltd., a subsidiary of beverage giant Suntory Holdings Ltd., launched the Varon UV Air Protector in May, a 50-gram product infused with extracts of oolong and Uji tea, priced at 3,300 yen. The sunscreen's dry powder coating prevents stickiness and has proven popular among men aged 50 and above. A Sogo & Seibu store salesperson reported a 10 to 15 percent increase in men's skin care usage in 2026 compared to 2022, particularly among those aged 40 to 50, attributing this surge to the growing prevalence of extended retirement and reemployment after retirement, as well as the increased use of online meetings that expose individuals to more self-reflection.