Key points

On October 16, 2026, former Minister for Internal Affairs and Communications Yoshimasa Hayashi of the Liberal Democratic Party established the parliamentary group "J-Beauty Industry Promotion Parliamentary Group" within the National Diet and assumed the position of chairperson. The group recognizes the current challenge posed by South Korea's K-Beauty and aims to promote overseas expansion and deregulation across a broad range of beauty sectors including cosmetics, hairdressing, esthetics, nails, and beauty equipment, with the goal of developing the industry as a foreign currency-earning sector. Prime Minister Sanae Takaichi has been requested to become the supreme advisor and is participating in the group. Approximately 90 Diet members, including 45 attending in person and 43 by proxy, participated in the inaugural meeting. [1] [2]

Establishment and Purpose of the J-Beauty Industry Promotion Parliamentary Group

On October 16, 2026, former Minister for Internal Affairs and Communications Yoshimasa Hayashi of the Liberal Democratic Party became chairperson of the newly established parliamentary group "J-Beauty Industry Promotion Parliamentary Group" within the National Diet to support Japan's beauty industry. The group is concerned about the current situation where South Korea's K-Beauty is dominant and aims to promote overseas expansion and deregulation across a wide range of beauty sectors including cosmetics, hairdressing, esthetics, nails, and beauty equipment, with the goal of developing the industry as a foreign currency-earning sector. Hayashi emphasized that Japan's beauty industry has world-class hygiene management and quality, and has high potential as a growth industry. [1] [2] [3]

The group has identified policy issues including reviewing regulations under the Pharmaceuticals and Medical Devices Act related to efficacy claims on cosmetics, measures against illegal advertisements on the internet, and strengthening beauty services for foreign visitors to Japan. These efforts aim to enhance the competitiveness of Japan's beauty industry and strengthen its presence in overseas markets. Approximately 90 Diet members and 61 corporate and organizational representatives attended the inaugural meeting. The group plans to hold monthly meetings to compile proposals toward formulating a growth strategy for 2027. [1] [3]

Participants in the Inaugural Meeting and Prime Minister Takaichi's Involvement

The inaugural meeting of the "J-Beauty Industry Promotion Parliamentary Group" held within the National Diet on October 16, 2026, was attended by approximately 90 Diet members, including 45 attending in person and 43 by proxy. Yoshimasa Hayashi serves as chairperson, Fumiaki Kobayashi as secretary-general, and Yozo Kaneko as secretariat director. Additionally, 61 representatives from companies and organizations participated. Prime Minister Sanae Takaichi is a member of the group and has been requested to assume the role of supreme advisor, though this has not yet been finalized. According to group executives, her participation was confirmed on the premise of her assuming the supreme advisor position. [1] [2] [3]

Although Prime Minister Takaichi had previously publicly stated that she used Korean cosmetics, it was reported at the group's inaugural meeting that she is currently using Japanese cosmetics. The group aims to strengthen the competitiveness of Japan's beauty industry and plans to promote policies in cooperation with the government. Going forward, the group will hold monthly meetings to discuss specific policy issues such as growth strategy formulation and deregulation. [2]

Policy Issues and Future Outlook of the Parliamentary Group

Following the inaugural meeting, more than 40 Diet members have participated in the "J-Beauty Industry Promotion Parliamentary Group." The group plans to focus on overseas expansion strategies, reviewing regulations on efficacy claims for cosmetics under the Pharmaceuticals and Medical Devices Act, measures against illegal advertisements on the internet, and strengthening services for foreign visitors to Japan. These policy issues are positioned as important initiatives to enhance the competitiveness and growth of Japan's beauty industry. The group intends to hold monthly meetings and compile proposals toward formulating a growth strategy for 2027. [2] [3]

The group’s policy agenda includes reviewing regulations under the Pharmaceuticals and Medical Devices Act concerning efficacy claims on cosmetics, establishing domestic systems for beauty equipment, addressing illegal advertisements on the internet, and developing human resource systems for services targeting foreign visitors. These are critical issues directly affecting the industry and are being advanced as part of a growth strategy centered on regulatory reform. Future developments are expected to attract attention. [3]