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For years, men have been reaching for “3-in-1 soap” and calling it a day when it comes to skin care, but let’s be honest, that’s just a stereotype that doesn’t hold up anymore. The reality is shifting, and the numbers speak for themselves. So, what’s the new beauty brands landscape looking like?
Not too long ago, in the U.S., only 31% of men admitted to using skincare products or cosmetics brands at all. Fast forward a couple of years, and that number has jumped to a solid 52%. That’s a massive leap in a short time, indicating a growing awareness and acceptance of skincare as a key part of men’s skincare daily routines.
But the most exciting change is happening with Gen Z. A whopping 68% of Gen Z men (ages 18-27) now include skincare products in their regimen, a significant rise from 42% just a year earlier. This trend highlights a broader shift in how men, especially younger ones, perceive self-care and personal grooming. It’s no longer just about looking good; it’s about feeling good, being confident, and taking control of one’s appearance in a way that’s both authentic and intentional. Men's grooming industry is having very good times. Beauty standards are changing.
The market is booming—and it’s just getting started.
The men’s grooming market is on a rapid ascent. According to Statista, it’s expected to reach a staggering $115 billion by 2028, up from nearly $80 billion in 2022. This isn’t just a trend; it’s a full-on revolution in how men approach their skincare, hair care and grooming routines.
So, what’s driving this seismic shift?
The answer lies in today’s consumers, particularly younger generations, younger men, who are increasingly health-conscious and environmentally aware. Male consumer is willing to invest in high-quality skincare products (e.g. facial skincare products), especially those that boast clean, sustainable ingredients. This is in line with a broader cultural movement towards wellness, where the focus isn’t just on physical health, but also on mental well-being and environmental stewardship. The idea that skincare is self-care is resonating deeply, and it’s changing consumer preferences, the way men shop for and use these products.
What opportunities does this open up for brands?
There’s a massive untapped potential here, and the savviest brands are already starting to take notice. Nicolas Hieronimus, CEO of L’Oréal, has pointed out that men's beauty products represent a huge growth opportunity and could be a key driver of success in dermatology and skincare cosmetics industry. But the question remains: Are major brands fully capitalizing on this potential?
To truly connect with this emerging personal care market, brands need to rethink their strategies. It’s not just about offering a wider range of products; it’s about speaking directly to men in a way that resonates with their values and lifestyle choices. Creative boldness is a must. We’ve seen this work with brands like CeraVe, which has successfully captured the attention of male consumers by combining straightforward, effective products with strong, relatable messaging.
Engagement is another cornerstone.
Larissa Jensen, a global beauty advisor at Circana, emphasizes that flexibility, creative thinking, and genuine consumer engagement are key to thriving in today’s competitive landscape men's interest. In a world where economic pressure is mounting—let’s face it, we’re navigating through some tough times—brands must be agile and responsive to the evolving needs of their customers. The ability to adapt quickly, while still maintaining a strong, clear brand identity, will be critical to staying relevant and successful.
So, are we ready to embrace this dual challenge?
The beauty industry is at a crossroads, where the expectations and demands of male consumers are pushing brands to innovate and expand their offerings. Men are no longer a niche market—they’re driving a significant portion of growth in the beauty industry. To succeed, brands need to recognize that men are discerning consumers who know what they want. They’re looking for quality ingredients, effective products, and brands that align with their values.
In summary
Male cosmetics are undeniably the future of the beauty industry—and it’s an exciting future at that!
As the market continues to grow at a cosmic pace, the brands that will thrive are those that aren’t afraid to take risks when new key trends are born. Bold, engaging campaigns that capture attention and build a loyal following will be the ones to watch. And here’s the kicker: these campaigns don’t need to look overly polished or “organic” to succeed. Sometimes, the most effective content is the kind that feels real, raw, and relatable.
So, as we look ahead, it’s clear that men are no longer just along for the ride—they’re in the driver’s seat, steering the future of the beauty industry. It’s a thrilling journey, and we’re just getting started.
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