Are You Aware of "Glycerin-Free Cosmetics," a Trend on Social Media, Especially Among Those in Their XXs?

Bizki Inc., which operates "Kirei Style," a platform that disseminates information related to beauty and health with the concept of "Update my day with Kirei Style," conducted a survey on "glycerin-free" targeting 1,671 women nationwide and compiled characteristics by age group.

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[Survey Overview]

Target Audience: Women aged 20-59

Sample Size: 1,671

Location: Nationwide

Survey Method: Online research

Survey Date: January 30, 2026

[Question: When purchasing cosmetics, do you consider whether they are "glycerin-free (free of glycerin)"?]

The response options for the question are as follows:

1. I consider it

2. I do not consider it

3. I don't know the term "glycerin-free"

Overall

A survey was conducted among 1,671 women nationwide aged 20-59 asking, "When purchasing cosmetics, do you consider whether they are glycerin-free (free of glycerin)?" The results showed that 48.7% of respondents, about half, chose the answer "I don't know the term 'glycerin-free' in the first place."

Although the exact origin of "glycerin-free" is unclear, it is said to have started gaining traction around 2020 through beauty YouTubers and social media. While it is still a new beauty method, one in two people recognizes the term "glycerin-free," indicating that information is gradually spreading.

By Age Group

Looking at the results by age group, about 1 in 5 people in their 20s responded that they "consider glycerin." The "glycerin-free" beauty method originally spread among people who were prone to acne or excessive sebum production, suggesting that younger individuals with higher sebum secretion are more likely to be concerned.

Conversely, among those in their 50s, the proportion of people who consider glycerin is about half that of those in their 20s, and 52.4% of respondents in this age group stated they did not know the term itself, which was the highest percentage.

Sebum secretion begins to decrease from around the ages of 30-40, and by the age of 50, it is said to decrease to about 40-50% of that in their 20s. Middle-aged individuals tend to have insufficient sebum. Therefore, they may not feel the need for beauty methods like "glycerin-free" and may not be interested.

Marital Status

When looking at the results by marital status, single individuals were slightly more likely to "consider glycerin," while married individuals were more likely to "not know the term itself."

The age group data showed that younger people are more concerned about glycerin, and this may be linked to the single demographic here.

Presence of Children

When looking at the results by the presence of children, those without children were more likely to "consider glycerin," while those with children were more likely to have "not known the term itself."

When combined with the marital status results, it was found that single individuals without children were slightly more concerned about glycerin-free products than married individuals with children.

Differences in lifestyle changes and disposable time may lead to variations in information gathering on social media, and it is possible that single individuals without children are more knowledgeable about trending beauty methods.

By Occupation

A significant difference was observed in the "consider it" category by occupation, with students and part-time/freelance workers showing the highest percentage at 20.9%. Compared to full-time housewives at 8.0%, approximately 2.6 times more people consider the presence of glycerin.

This is likely linked to the high awareness among younger age groups, as indicated in the "By Age Group" data.

This survey suggests that the "glycerin-free" trend, which originated on social media and is a beauty method for acne-prone or oily skin, has high awareness among younger demographics who are sensitive to trends and have higher sebum secretion.

For those who usually prefer thick lotions containing glycerin, it might be worth considering "glycerin-free" options for a refreshing skincare routine during the summer.

Kirei Style provides information on health and beauty.

We encourage you to utilize our platform if you wish to resolve daily concerns or enjoy beauty more.

About Kirei Style

With the concept of "Update my day with Kirei Style," Kirei Style delivers valuable information for women across a wide range of genres, including product reviews for skincare, haircare, and body care, specialized job postings in the beauty industry, gourmet, fashion, and outing information.

Beauty Information Site Kirei Style: https://kireistyle-woman.com/

*For product inclusion requests: https://kireistyle-woman.com/contact

Kirei Style Social Media Accounts

- X: https://twitter.com/kirei_style/

- Instagram: https://www.instagram.com/kireistyle_official/

- Facebook: https://www.facebook.com/kireistyle/

'Kirei Style' will continue to deliver more information on beauty and health to a wider audience and contribute to the growth of the beauty market.

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Company Profile

Company Name: Bizki Inc.

Address: Shibuya Amflath 1F, 6-7 Maruyamacho, Shibuya-ku, Tokyo

Capital: 10 million yen

URL: https://bizki.jp/