Introduction
Good morning to all salon owners.
Today, we bring you three noteworthy news stories from the industry: the expansion of the men's beauty market into regional cities, and the latest trends in home beauty equipment.
Of particular note is the first foray into Shikoku by a major men's beauty salon. This indicates new opportunities in the local market. Meanwhile, the news of the bankruptcy of a long-established salon teaches us the importance of responding quickly to changes in the market.
I hope today's article will give you some tips for running your salon.
📰 Today's News
1. Dandy House opens its first store in Kagawa Prefecture, marking the full-scale expansion of men's beauty into regional areas
🔍 Points <br>Dandy House, a pioneer in men's beauty salons, will open its first store in the Shikoku area.
📝 Details
Dandy House, a men's beauty salon run by the Miss Paris Group, announced on November 17th that it will open a new store at Yume Town Takamatsu in Takamatsu City, Kagawa Prefecture on December 5th, 2025. This will be the first store in Kagawa Prefecture and will become a new base for men's beauty in the Shikoku area.
The men's beauty market, which has previously been centered in the metropolitan area and large cities, is finally expanding into core cities in the regions.
Opening a salon in a large commercial facility is a strategy that leads to stable customer acquisition and increased brand recognition. For those who run salons for women in rural areas, opening a salon in a large commercial facility can open up new perspectives, such as the possibility of competition and cooperation within the facility, and attracting male customers.
📌 Information source
- atpress "Japan's first men's only beauty salon 'Dandy House' arrives in Kagawa Prefecture for the first time!" (November 17, 2025)
- Nifty News: "Kagawa Prefecture's first store! Miss Paris Group's Men's Beauty Salon Dandy House to open on December 5, 2025" (November 17, 2025)
2. The franchise headquarters of the long-established "Proportion Academy" goes bankrupt due to increased competition after COVID-19
🔍 Point <br>Even long-established beauty salons with many years of experience will face difficult results if they cannot adapt to changes in the market.
📝 Details
Japan Proportion Academy Co., Ltd., which operated the "Proportion Academy" beauty salon franchise and directly managed stores nationwide, went bankrupt on November 17, 2025.
The main reasons for this are the sharp decline in users during the COVID-19 pandemic and the slow recovery of user numbers even after the pandemic. This case demonstrates the reality that even with many years of experience, businesses can become unsustainable if they are unable to respond to major market trends such as competition with cosmetic medical care and changes in customer needs.
In particular, for salon owners who operate franchises, this will be an opportunity to reconsider the importance of not just relying on headquarters, but also having unique services and customer attraction strategies that are rooted in the local community.
📌 Information source
- Data Max, "Bankruptcy of Japan Proportion Academy Co., Ltd. and Two Other Companies" (November 17, 2025)
3. New RF and EMS facial beauty device released, further increasing sophistication of the home care market
🔍 Point <br>Facial beauty devices with salon-level functionality are becoming popular in homes at affordable prices.
📝 Details
ANLAN Japan Co., Ltd. released the "ANLAN Double Pointer," a stick-type beauty device equipped with two functions: RF (radio waves) and EMS (electrical muscle stimulation), on November 17, 2025.
The design incorporates the idea of acupressure, promoting the fact that it can easily relieve stiffness and refresh you even during busy days.
The evolution of home care beauty equipment has been remarkable, and high-performance treatments that were previously only available at salons are now available at affordable prices.
For salon owners, this is not just a threat. It also represents an opportunity for new strategies to support customers' total beauty by combining salon treatments with high-performance home care.
📌 Information source
- PR TIMES "Relieve stiffness and refresh with the double stimulation of RF and EMS! Introducing the new stick-type pinpoint beauty device "ANLAN Double Pointer" inspired by acupressure" (November 17, 2025)
- LadyTopi "New facial beauty device ANLAN Double Pointer relieves stiffness and refreshes even in busy daily life" (November 17, 2025)
💡 Tips for Salon Management
We've compiled some actionable advice from today's news.
✅ Don't miss out on the opportunities in the men's beauty market
The fact that major salons are expanding into rural areas is evidence that men are becoming more beauty-conscious nationwide.
Specific measures
- Creating a system to encourage referrals from existing female customers
- Developing menus that can be used by couples and married couples
- Setting up a trial course for men
✅ Clear differentiation from home care
Now that high-performance equipment such as RF and EMS can be used for home care, the value of a salon lies in the equipment plus professional skills, knowledge, and space.
The value of a salon
- "Extraordinary experiences" and "special moments" that you can't have at home
- Expert skin diagnosis and customized treatment
- Combining the latest equipment with proven technology
- Relaxing space and courteous service
Highlight these and offer added value that cannot be found in home care.
✅ Strengthen management's "defense"
The bankruptcy of long-established salons shows how tough the post-COVID market is.
Checkpoint
- Regular review of fixed costs
- Ensuring cash flow
- Efficient customer acquisition strategies based on customer data
- Measures to increase repeat customers
- Building a solid management foundation
✅ Check out trends in commercial facilities
Major salons are accelerating their expansion into commercial facilities because they can expect stable customer attraction and high recognition.
What you can do at a street-level store
- Understanding trends in nearby commercial facilities
- Planning and considering collaborative events with commercial facilities
- Analyzing the target demographics of commercial facilities and applying it to your own store
summary
Today's news shows that the aesthetics industry is entering a new phase of growth, but that it must urgently adapt to increasing competition and market changes.
Future outlook
- Regional expansion of men's beauty → Possibility of new revenue sources
- The emergence of high-performance home care equipment → An opportunity to redefine the value offered by salons
Don't be afraid of change, always think of strategies one step ahead, and continue to be a salon that is loved in the community.
We wholeheartedly support your salon business.
This newsletter is based on information current as of November 18, 2025.
