Companies roll out new UV protection products for men amid severe heat

Japanese consumer goods companies have introduced a range of UV protection products aimed specifically at men this year, as extreme heat continues to grip the nation. While sunscreens have historically been marketed as unisex, manufacturers are now capitalizing on the growing interest among men in maintaining healthy skin by offering products that tackle body odor and provide hydration through ingredients like tea extracts.

In March, Shiseido Co launched the Anessa Multi-Control UV Sunscreen Gel, a 40-gram product priced at 1,628 yen. This product is designed to be applied after cleansing and offers a lightweight, smooth feel suitable for men's naturally oilier skin. It also doubles as a toner and moisturizer, simplifying men's skincare routines. Osaka-based beauty product maker I-ne Co released a medicated UV all-in-one gel under its men's total-care brand Murphy in the same month.

Priced at 2,750 yen, this 60-gram product boasts a lightweight texture and a unique fragrance technique that masks sweat-related odors. Meanwhile, Suntory Wellness Ltd, a division of beverage giant Suntory Holdings Ltd, introduced the Varon UV Air Protector in May. Priced at 3,300 yen for a 50-gram bottle, this product contains oolong and Uji tea extracts and features sunscreen ingredients coated in a dry powder to prevent stickiness.

It also helps condition dry skin affected by UV rays. According to a Sogo & Seibu Co salesperson in Yokohama, the Varon UV Air Protector has been particularly popular among men in their 50s and 60s. A Suntory Wellness survey found that skin care among men increased by about 10 to 15 percent in 2026 compared to 2022, with the strongest growth among those in their 40s and 50s. The survey also noted that the rise in online meetings has led to more frequent self-observation.