Soccer-specific internet media “Gekisaka” and the specialized unit “Men’s Beauty Unit” conduct the latest 2025 survey on beauty trends among junior high and high school boys
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The soccer-specific internet media “Gekisaka” and the “Men’s Beauty Unit”—a specialized unit promoting the spread of men’s beauty jointly operated by Mazeru Share Inc. and SUNNY SIDE UP Inc.—conducted a beauty trends survey targeting approximately 300 junior high and high school students who read Gekisaka. The results revealed that over 80% of junior high and high school boys responded that they are “interested” in beauty, highlighting the high sensitivity toward beauty among the young male demographic.
Over 80% of junior high and high school boys answered that they are “interested in beauty,” and the skincare implementation rate reached 70%. Furthermore, more than half started skincare in junior high school. This suggests that men’s beauty is beginning to take root in daily life among the younger generation as part of “grooming” and “condition management,” originating from life contexts such as school and club activities. ・Reasons for engaging in beauty are “cleanliness” and “addressing skin concerns” rather than “wanting to be popular”
Regarding the reasons for starting skincare, “wanting to maintain a sense of cleanliness” was the top choice at 81.6% (n=251), while students who answered “wanting to be popular with the opposite sex” accounted for less than half at 41% (n=251). It is thought that they are practicing beauty for themselves rather than focusing on how they are perceived by others, such as the opposite sex. Additionally, the core of beauty behavior is “skincare,” with the highest implementation rate at 71.5% (n=288). The usage rates for items such as “facial cleanser” at 86.1% (n=251) and “toner” at 77.7% (n=251) were high, making it clear that many junior high and high school boys are attentive to basic care with an awareness of their skin environment. ・Skin concerns are overwhelmingly dominated by puberty-specific acne. More than half responded that it is “most serious right now”
As for the deepest concern, “acne” stood out at 52.1% (n=288). Regarding the onset period, 58.2% (n=268) answered “within the last six months to a year,” proving it to be an ongoing concern. Since acne tends to worsen in environments exposed to sweat and UV rays, it is possible that daily living environments, such as club activities and commuting to school, directly affect skin concerns.
・Sports scenes x beauty also established: Over 60% of junior high and high school boys apply sunscreen
Body hair care, which is becoming common among adult men, was also found to have permeated junior high and high school boys. The implementation rate for body hair care reached 74.8% (n=103) of the total, with “leg hair” care being the highest at 91.5% (n=103). Additionally, 64.2% (n=288) of junior high and high school boys apply sunscreen during PE or club activities. As a reason, 15.1% (n=185) responded that “sunburn also affects performance,” showing a tendency to view sun protection as part of performance care based on the realization that sunburn in sports scenes can diminish concentration or lead to physical exhaustion.
*The number of valid responses (n) varies for each question.
Gekisaka and the Men’s Beauty Unit will continue to aim for the spread of men’s beauty from various angles through initiatives such as surveys, events, and promotions.
Please see the press release for details of the survey.
■Comment from Kohei Nishiyama, Editor-in-Chief of Gekisaka, Kodansha Ltd.
From the results of this survey, we have learned that for junior high and high school boys, beauty is no longer something “special,” but has become established as part of the care that supports their daily lives and competitive activities. There is a growing tendency to view it as part of conditioning—not just for appearance, but for maintaining cleanliness, preventing skin problems, and directly impacting performance during play. Furthermore, it has become clearer that “beauty is a theme directly connected to competitive ability.” The high level of beauty awareness among junior high and high school boys who strive in sports may be an area that creates new value for companies as well. At Gekisaka, we hope to continue contributing to the formation of a new culture that exists alongside sports while carefully observing the actual lives of young athletes.
■Men’s Beauty Unit Comment from Tomoki Tsuruzono, SUNNY SIDE UP Inc.
Through this joint survey, it has become clear that beauty awareness among junior high and high school boys is already established as part of their daily lives, club activities, and self-management, which was a new discovery for us. We believe that their attitude of emphasizing internal awareness, such as “wanting to have self-confidence,” in addition to practical purposes like maintaining cleanliness and addressing skin problems, will provide important implications for the future men’s beauty market.
Beauty is a social theme that leads to improved self-esteem and behavioral change, and the significance of companies and media collaborating to deliver correct information is increasing. The Men’s Beauty Unit will continue to contribute to the formation of a healthy and positive men’s beauty culture through surveys and communication based on actual conditions.
■Survey Overview
Target: Junior high and high school boys who read Gekisaka
Number of responses: 288
Method: Web questionnaire
Period: August 12 – August 24, 2025
Organizers: Gekisaka x Men’s Beauty Unit (Mazeru Share Inc. x SUNNY SIDE UP Inc.)