趨勢新聞

FANCL宣布將於 2026 年 3 月底正式退出台灣市場，當「無添加」不再是市場上獨一無二的賣點，暗示著整個亞洲美妝零售版圖正悄悄經歷一場大風吹。

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<p>曾經靠著「無添加」、「敏弱肌友善」豎立口碑的日系保養品牌 FANCL，近日再度拋出震撼彈，宣布將於 2026 年 3 月底正式退出台灣市場。對許多資深保養迷而言，這不只是少了一個熟悉的專櫃選擇，更像是一個時代的句點。只是，當「無添加」不再是市場上獨一無二的賣點，加上台灣消費者的購買邏輯轉型，FANCL 的離開，或許並非官方所稱的「代理合約到期」這麼單純，而是暗示著整個亞洲美妝零售版圖正悄悄經歷一場大風吹。</p>

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<h2><strong>FANCL 3月底二度退出台灣</strong></h2>

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<p>事實上，這並不是 FANCL 第一次撤出台灣市場。品牌早在 2001 年便進軍台灣，憑藉「不含防腐劑」的保養概念迅速建立辨識度；2013 年總部曾公告，因台灣與新加坡零售業務重整，將退出當地零售市場，並轉由銷售代理商接手。之後品牌又在 2015 年重新整隊回歸台灣。到了 2026 年，FANCL 再因代理經營合約到期，宣布官方網路商城與台灣最後一間專櫃將陸續結束服務，也等同預告品牌將二度為台灣市場劃下句點。 更值得注意的是，FANCL 並非只在台灣收縮。外媒報導指出，品牌也已於 2025 年 12 月關閉新加坡市場門市，並將海外營運重心移往中國市場。由此可見，FANCL 的全球布局正在悄悄重組。</p>

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<h2><strong>FANCL無添加保養品不再是特色？</strong></h2>

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<p>回到 20 多年前，當消費者對成分意識還不算成熟時，一個主打敏弱肌、無添加配方，以及簡單保養守則的品牌，確實足以激起市場好奇心。但如今市場型態早已轉變，消費者的購物意識也更加敏銳。從溫和、低敏、簡配方到潔淨美容，類似訴求的品牌比比皆是，FANCL 過去最具代表性的「無添加」特色，反而逐漸變成基本門檻，而非獨特優勢。這也意味著，品牌若想持續穩固消費者忠誠度，若沒有持續推陳出新的成分亮點與更紮實的品牌故事，便難以進一步提升市場競爭力。</p>

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<h2><strong>FANCL新鮮成分帶來的雙面刃</strong></h2>

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<p>再者，向來以「新鮮」作為成分優勢的 FANCL，在全球產業景氣低迷的影響下，這項特色也逐漸成了經營上的雙面刃。由於 FANCL 產品相較市售品項保存期限更短，開封後使用時限也更受限制，通常需在 60 至 90 天內用完，未開封多半也需於一年內使用完畢。這不僅降低了消費者的囤貨意願，代理商在庫存、報廢與物流上的壓力，自然也比一般品牌更高。當市場環境快速轉型、產品更替節奏不斷加快時，FANCL 這套舊有商業模式，顯然也更考驗品牌與代理端的營運體質。</p>

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<h2><strong>FANCL不敵台日價差</strong></h2>

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<p>另一個更現實的原因，是價格。作為日本本土品牌，FANCL 在日本市場本就具備更完整的定價優勢；再加上近年日圓貶值、赴日旅遊風氣興盛，愈來愈多台灣消費者傾向直接赴日補貨，而非在台灣本地消費。在這樣的消費邏輯下，台灣櫃點往往只剩下試用、體驗與諮詢功能，實際銷售額下滑、客源回流率降低，進而直接影響在地市場的營運狀況。當代購管道與日本官方銷售渠道愈來愈透明，品牌若沒有進一步創造更鮮明的在地限定商品、會員制度或專屬服務，確實難以牢牢抓住消費者的心。</p>

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<h2><strong>FANCL未來將專注健康保健食品、經典品項</strong></h2>

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<p>宏觀整個美妝市場布局，其實不難理解 FANCL 為何選擇在美妝零售端踩煞車。2024 年，麒麟控股以為 2,200 億日圓正式收購 FANCL，集團看中的並非 FANCL 的化妝品經驗，而是看準品牌在健康食品領域（如美體錠、各類維他命）的專業技術，以此加速集團健康科學事業布局。 麒麟控股 2025 年財報也明確指出，全年合併營收達 2 兆 4,334 億日圓，其中健康科學事業營收為 2,514 億日圓；而 FANCL 被納入健康科學板塊後，2025 年在該部門貢獻營收約 1,126 億日圓。麒麟也在財報中特別點明，FANCL 除了在保健食品與年齡對應型補充品領域潛力十足，也具備海外拓展的延續性；至於旗下保養線則仍維持穩健表現，像是經典卸粧油，至今依舊是品牌的長青熱賣款。</p>

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<h2><strong>FANCL未來將有望直營回歸？</strong></h2>

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<p style="color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap"><a href="https://www.instagram.com/reel/DB0kDmXyOlP/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">ファンケル（FANCL）（@fancl_official）分享的貼文</a></p>
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<p>從純淨保養、化妝品起家，到如今在健康食品市場享有話語權，FANCL 此次收縮台灣市場，調整的不只是區域布局，更暗示了品牌實質上的轉型，以及未來經營策略的改革方向。也許營收表現並非 FANCL的挑戰，轉型才是接下來的突破口。因此，也有部分市場觀察者認為，品牌未來或許可能改以跨境電商、授權代理，甚至日本總部直營等不同形式重新回到台灣市場。至於這一天是否真的到來，值得持續關注。</p>


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