Business · Companies · 7 hrs ago
Kao's Biore UV leads Japan's growing sunscreen market
Kao's Biore UV holds 24% of Japan's sunscreen market, making it the country's leading brand for six consecutive years.
Sunscreen sales in Japan have shifted from a summer peak to stronger demand from spring through autumn.
More people now use sunscreen in daily life, including for commuting and school, as awareness of UV protection has grown.
The market reached 843 billion yen in sales in 2025, 1.4 times its size in 2017.
Biore UV's average selling price rose about 1.5 times, from 644 yen in 2017 to 975 yen in January-August 2026.
Kao aims to grow Biore UV sales 1.6 times by 2027, compared with 2023, by encouraging everyday use and offering higher-value products.
Kao’s Biore UV sunscreen series holds 24% of Japan’s domestic sunscreen market, the highest share.
Japan’s sunscreen market reached 843 billion yen in 2025, 1.4 times its 2017 size.
Sunscreen sales have shifted from a peak in August to stronger demand from spring through autumn.
More people use sunscreen for everyday outings, alongside traditional outdoor leisure activities.
Kao aims to increase Biore UV sales to 1.6 times their 2023 level by 2027.
- Who
- Kao, maker of the Biore UV sunscreen series.
- What
- Biore UV leads Japan’s sunscreen market, which has expanded as sunscreen use becomes more common.
- When
- The article was published in November 2026 and reports market and sales figures through 2025 and August 2026.
- Where
- Japan.
- Why
- Sunscreen is increasingly used for everyday outings, amid growing awareness of ultraviolet protection.
This story does not have two clearly opposing sides.
Japan’s sunscreen sales peaked in August, according to Kao’s analysis.
The sunscreen market was smaller than its 2025 size; Biore UV’s average selling price was 644 yen.
Sales grew from early spring and remained high into autumn, according to Kao’s analysis.
Japan’s sunscreen market reached 843 billion yen, 1.4 times its 2017 size.
Biore UV’s average selling price was 975 yen.
Kao’s target is for Biore UV sales to reach 1.6 times their 2023 level.
- Biore UV market share
- 24% of Japan’s domestic sunscreen market
- Market size in 2025
- 843 billion yen
- Market growth
- 1.4 times the 2017 market size
- Biore UV average selling price
- 644 yen in 2017; 975 yen in January–August 2026
- Kao sales target
- 1.6 times 2023 sales by 2027