911 words, 5 minutes read time
Updated on July 12, 2025. Fact checked by Robert Underwood, Head of Research
Moisturisers, anti-wrinkle creams and hair styling products are no longer the preserve of the feminine gender.
Men are increasingly spending (a lot) of money on grooming products as society’s attitudes to conventional masculinity shift. All this represents a multi-billion growth segment opportunity for the skincare industry.
The Global Men’s Skincare & Makeup Market
Some observers say that the skyrocketing demand for men’s skincare and makeup products is a result of the rise of the metrosexual male and the growing influence of celebrities and influencers. Others argue that men have become more aware of health and vitality or “whole health”.
The global men’s personal care market size was valued at $30.8 billion in 2021. It’s expected to expand at a compound annual growth rate (CAGR) of 9.1% from 2022 to 2030.
Men look at the shelves containing shampoos, hair conditioners, shaving creams, face masks, and peels. They not only look, but they buy too!
There has also been an increased investment in product research and development (R&D), coupled with the rising trend of natural ingredient-based products. As a result, new product launches are everywhere.
Buying online has also increased dramatically. eCommerce became the go-to method of purchasing during Covid-19, and the habit has caught on.
Korea Leads The Way
The growing use of moisturisers, face wash, and serums have resulted in many concern-specific product launches in the men’s skincare segment. For example, in December 2021, Vivalui launched skin cleansers for men with skin concerns such as oily skin, dull, dry skin, redness, and irritation.
In the US, the average male spends close to $250 per month on skincare products, with facial moisturisers accounting for most of the money spent.
Distribution Methods Count
Having men’s skincare and grooming products available at supermarkets and hyper-stores was a great decision globally. These distribution channels account for 51% of the largest revenue share. In addition, many stores have in-store demonstrators and sales staff, most dedicating unique shelving space to men’s grooming products.
Men’s Skincare Trends in Britain
Men are not only interested in their beards and hairstyles; many now use fragrances and skin and body care products. The market value in the UK for men’s grooming has increased by nearly £100 million from 2017 to 2020.
In the men’s skincare market, shaving products such as soaps, foams, balms and scents had the largest share, garnering nearly half of the value of the entire market. However, while shaving products have seen ups and downs, the numbers are stabilising.
A new trend in body hair removal has arisen, mainly in younger men between 16 and 24.
A 2018 survey demonstrated that hair removal was more prominent than it was in 2016 for these demographics, including removing hair in the chest and back area.
Some interesting facts from the UK
Face care and lotions
- The market value of men’s face care in Britain – £69.8 million
- Most popular face care and lotions for men in Britain – Nivéa
Men’s shaving
- The market value of shaving soaps in Britain – £55.7 million
- Number of men using shaving foam, gel and soaps daily in Britain – 4.8 million
Hair and body products
- Number of men using Boots hair styling products in Britain – 537,000
- Number of men using shampoo in Britain – 21 million
Consumer behaviour
- Share of individual men spending more than £50 monthly in Britain – 4%
- Share of young men shaving their chest in 2018 – 30%
Men’s Skincare Trends in Europe
In Europe, the men’s personal care market is expected to witness a compound annual growth rate of 9.2% from 2022 to 2030. Countries with a strong farm-based manufacturing history, such as Germany and France, have an international reputation for promoting sustainable and organic men’s personal care brands.
Melvita, Biotherm, and Vichy are France’s leading organic men’s personal care brands. Such sustainable trends in Europe are projected to witness sustained value growth during the forecast period.
Interestingly, Germany has the largest male population in the European market, with 53% of the 2020 population count being male. As a result, Germany accounted for a signific.
Trends In The East
No Harmful Ingredients
There is an increasing demand from consumers, both male and female, for products using natural or organic ingredients. Most also demand no harm be done to animals or the environment in the sourcing and manufacturing of the product.
A large percentage of men increasingly prefer natural grooming products over chemical-based ones. For example, Bombay Shaving Company developed a charcoal shaving foam infused with charcoal, aloe vera, and chamomile extracts. These ingredients have powerful antioxidant and anti-inflammatory properties to leave the skin feeling soft and healthy. The product is also alcohol, paraben-free and contains no CFCs. This is the way of the future, with consumers being more aware and making demands on the industry.
The Next Generation Of Grooming
The rise of the young and urban male population globally has made the youth increasingly appearance-conscious.
They’re well aware that an unkempt, ungroomed appearance will harm their chances of social and career success.
Members of Generation Z – those internet-savvy youngsters reaching adulthood in the second decade of the 21st century – are starting to earn an income now. As a result, they’ll drive change in more than just the skincare and grooming industry in the future. Just watch them!
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