Men’s skincare has officially transitioned from the era of the all-in-one product, the infamous “shampoo-face-body in one bottle”, to a sophisticated, multi-step industry catered to specific needs.
According to Euromonitor International, the male grooming market was valued at approximately $61.3 billion in 2024, with an expected compound annual growth rate of about 6.4%.
In the US alone, skincare products targeting men, particularly among Generation Z (ages 18–27), saw usage escalate from 42% to 68% within just two years, indicating a significant shift in consumer behaviour.
Social media platforms like Instagram and TikTok have played a significant role in democratizing skincare advice and routines. Also, brands from the male celebrities contributed to this situation too.
Rock’s Papatui, Brad Pitt’s luxury brand, Beau Dome and many more. Also, campaigns like Dr.Squatch with Sydney Sweeney’s bath water just show how male skincare is a target now for the market.
This cultural shift, as reported by Euromonitor, has seen young men increasingly seek authenticity, leading brands to move away from stereotypical ‘for men’ branding that often felt insecure.
Additionally, society has begun to see a shift in the definition of genders and their associated roles. There is a better place for males to express their feelings and needs.
On the skincare side, I think one of the main influences is still females and heterosexual relationships. They are more intelligent in their needs, understand the ingredients better and introduce this to their partner as well.
This creates a need and a want to use a skincare product more than a shave balm. They want moisturisers, SPFs and serums because they are looking to impress their partners as well. Also, it is a good activity to do self-care/skincare together and turn that into a routine.
Of course, the K-beauty side of this is more advanced.
For example, in Olive Young, which probably has one of the largest shelf spaces for male skincare. There are even make-up shelves for males.
Will the rest of the world follow this with the K-beauty hype that is a big question mark, as I don’t think men are that much influenced yet. They might try to add an essence to the skincare range, but the rest is questionable
Even in smaller markets like New Zealand, you can see the change.
For example, one of last year’s in-cosmetics Asia 9 Faces of APAC beauty, Two Dudes, has entered a competitive shelf space in supermarkets, but they have also developed their D2C channel quite well.
They have put a mission to raise awareness on men’s health and made a simple routine that really resonates with their audience.
Last year, at a conference, one of New Zealand’s biggest male skincare brands, Triumph & Disaster, was a guest speaker. He mentioned that his grandfather used a balm – simple, all-purpose, but effective for taking care of his skin. Over time, the cultural look of masculinity shifted to be more macho and focused on skincare. became something that is diminishing masculinity. That’s why they’ve developed the range to bring back that old simple but effective skincare.
The need in the market is really clear and simple. There is a need to educate the customer and make the products as simple as possible.
What the future holds according to Future Market Insights.
Future Outlook (2026–2029)
– Shift Toward Needs-Based, Gender-Neutral Lines: As comfort with gender diversity grows, brands will launch inclusive products for SPF, barrier repair, and acne aimed at all genders.
– Ingredient Literacy as Loyalty Driver: Brands that educate consumers about active ingredients -without condescension – will build trust and loyalty, especially as men progress from starter kits to active ingredients and preventive skincare.
References
Future Market Insights – Men’s Grooming Products Market Size and Share Forecast Outlook 2025 to 2035
Cosmetics Business -Cosmetics Business reveals the top 5 male grooming trends of 2025 in new report
Two Dudes – Men Health’s Mission
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