Mimi Beauty Conducts Survey on User Habits for Face Washing and Cleansing

Mimi Beauty Co., Ltd. (Location: Shibuya, Tokyo; CEO: Ryoko Kurokawa) conducted a survey on face washing and cleansing habits among 547 members ('mimists') of its beauty media platform, Mimi Beauty, to clarify the purchasing behavior of beauty enthusiasts.

Survey Overview - Period: April 14 to April 19, 2026 - Subjects: Mimi Beauty members aged 15-44 (Valid responses: 547) - Method: Online survey

Daily Usage: 98.1% for Face Wash, 96.4% for Cleansing When asked about routine use (at least once a week), 98.1% of respondents use face wash daily, and 96.4% use cleansing products daily.

99.8% Have Skin Concerns; Top 3 are Pores, Spots, and Dullness An overwhelming 99.8% of respondents reported having skin concerns. The most common concern was 'pores' (81.4%), followed by 'spots' (62.2%) and 'dullness' (59.0%). Expectations for both face washes and cleansers mirrored these concerns, with pore solutions being the most sought-after benefit.

Popular Types: 'Foam' for Face Wash, 'Oil' for Cleansing Regarding currently used products, 'foam' types were most popular for face wash (76.9%), while 'oil' types led for cleansing (84.3%). Additionally, many users switch between multiple types based on their needs: 72.3% for face wash and 60.9% for cleansing.

Top 3 Information Sources: X, Instagram, and @cosme The primary source for information is 'X' (70.8% for face wash, 68.9% for cleansing), followed by '@cosme' and 'Instagram.' This highlights the prevalence of social media in gathering beauty insights.

Repeat Purchase Trends Japanese brands like 'Biore,' 'KANEBO,' and 'FANCL' are popular for face washes. For cleansers, oil-based products are dominant, with many mentions of pore-specialized items such as 'ONE BY KOSE Pore Clear Oil.' Conversely, a certain segment prefers gentler milk, gel, or cream types, suggesting a market split between 'pore-specialized oils' and 'gentle-to-skin' types.