<Survey of women in their 40s and 50s> About 40% wash their face only with water or lukewarm water in the morning About 80% of respondents are not confident in their skin without makeup.

Ayurtopia LLC (located in Niseko-cho, Abuta-gun, Hokkaido; President: Harumi Iizuka) conducted a survey of 2,405 women in their 40s and 50s regarding their morning face washing method and skin concerns. The survey revealed that the most common method of morning face washing was "washing with water or lukewarm water only" at 37.8%. On the other hand, about 80% of the respondents answered that they are not confident about their skin, revealing a gap between their morning face washing habits and their self-evaluation of their skin.

80.8% of women in their 40s and 50s said they lack confidence in their own skin.

Survey Summary

37.8% use water or lukewarm water to wash their face in the morning, while 34.8% use a foaming cleanser.

6.9% said they do not wash their face in the morning.

By skin type, 42.4% of those with combination skin use foaming cleansers.

80.8% said they lack confidence in their "clean" skin.

Spots and freckles were the top skin concern (58.1%)

Survey Summary

Content of survey: Questionnaire on morning face washing method and skin concerns

Survey method: Internet survey

Survey period: December 3-4, 2025

Survey targets: 2,405 women in their 40s to 50s

Survey results in detail

Morning Face Washing Method

The most common method of morning face washing was "water or lukewarm water" at 37.8%, and 6.9% said they "do not wash their face," indicating that morning face washing tends to be "simplified.

The largest number of women wash their face in the morning with water or lukewarm water only.

Facial Cleansing Trends by Skin Type

By skin type, more than 40% of those with normal/dry skin washed their face with "water or lukewarm water," while about 40% of those with combination/oily skin used a foaming cleanser.

It appears that respondents use different facial cleansing methods depending on their skin type.

The morning face washing method differs according to skin type, with a high percentage of respondents with combination skin and oily skin using foaming cleansers.

Confidence in their own skin

When asked, "Do you have confidence in your own skin?" 80.8% of respondents answered, together with "Not at all" (43.7%) and "Not very much" (37.1%), indicating that they are not confident.

The reality that approximately 80% of women in their 40s and 50s do not feel confident in their own skin was revealed.

Current Skin Concerns

The top skin concerns were spots and freckles (58.1%), sagging (lack of firmness) (44.1%), and wrinkles (40.4%).

Many of the aging signs that tend to appear with age were cited.

The top skin concerns were mainly signs of aging, such as "spots and freckles," "sagging," and "wrinkles.

Summary and Discussion

In this survey, while the largest number of respondents wash their face in the morning with "water or lukewarm water only," the majority of respondents feel that they do not feel confident in their skin.

Oil from nighttime skin care and sebum secreted during sleep are difficult to remove with water alone, and remaining on the skin surface can affect the results of subsequent skin care and makeup. On the other hand, it has been pointed out that cleansing methods that remove even necessary sebum can lead to dryness and skin damage.

We hope that this survey will serve as a reference data for considering daily skincare habits.

Related information: "Morning Face Cleansing Cream" that Cleanses in 45 Seconds, No Lathering Required

Photogenic Morning Cream Wash," a morning face wash cream that does not require a drop of water, is now available for pre-sale on "Makuake," a support purchase service, until Friday, February 27, 2026. Against the backdrop of the recent increase in the number of people who simplify their morning face washing, we propose this product as a new face washing habit for busy mornings.

<Outline of the pre-sale

Project name:  Is washing your face with just water in the morning really enough? Gently remove excess sebum with "Morning Face Wash Cream"

Period: January 15, 2026 (Thursday) - February 27, 2026 (Friday)

Makuake URL ： https://www.makuake.com/project/morning_creamwash/

Discount rate: Up to 45% discount, free shipping

Company Profile

Company name: Ayurtopia LLC

Representative: Harumi Iizuka, President

Location ： 409-5 Kondo, Niseko-cho, Abuta-gun, Hokkaido, 048-1542 Japan

Establishment ： April 2017

Business : Development and sales of cosmetics

URL ： https://ayurtopia.com

Ayurtopia LLC is a cosmetic brand that develops and sells age-appropriate anti-aging care cosmetics based on the concept of "reviving beauty as we age."

The company supports daily self-care through skincare products that address the skin concerns of adults.

The company continuously conducts research and product development focusing on skin changes due to age and lifestyle.