This study delves into the application of sensory branding in Japanese men’s cosmetics (including skincare and color cosmetics) following the growing metrosexual market segment. A qualitative study was carried out to provide a generic snapshot of the application of sensory and emotional branding strategies in men’s cosmetics among Japanese male consumers; their perceptions, experiences and reasons that drove their consumption decisions. The study also reflected that consumerism can develop from popular (and traditional) culture. The findings indicated that sensory branding has not been fully exploited by men’s cosmetics, hence, there is plenty of room for corporations and brands to work on and develop strategies to fully capture the market