A new era for men and skincare

More men than ever are exploring products in the beauty market, but what does this mean for brands?

It was after six on a Tuesday evening, and I decided to pop into Kiehl’s while waiting for my train. The shop was small and quiet, except for one or two ladies perusing the shelves. As a skincare girlie, I love getting lost in their latest products – scoping out new serums to get samples of and seeing if there are any enticing deals. However, my attention quickly flitted to the next five customers that entered the store.

They were all men.

I quickly put on my researcher hat and observed each of them from afar.

The first was a well-dressed chap. He wasn’t in there for very long. He knew what he wanted, grabbed it, paid and then left.

The next two were friends. One knew the lady at the till. They exchanged brief introductions before she recommended their latest moisturiser for men. The other friend bought it without any questions.

The fourth and fifth made their way straight to the men’s section, albeit slowly and a little flustered. One went to check out the bundles while the other waved the lady over for help.

Despite this small sample size, it was a perfect example of the evolution of the beauty market: men are getting into skincare, but their confidence varies.

According to Straits Research, the global men’s skincare products market is estimated to grow from $14.12 billion in 2024 to $20.15 billion by 2032. Although these figures still trail behind women’s skincare, they shouldn’t be ignored. Gone are the days when skincare was seen as a women-only domain.

So, what’s driving this demand?

Skincare is evolving: now, everyone seems to use it in some form, even if it’s just a daily SPF or if it’s a full five-step routine. The rising focus on self-care—especially skin health—has captured interest across generations; particularly since the pandemic. So, it’s no surprise that men are also starting to embrace skincare as part of looking after their health and well-being.

This movement is all over social media: on TikTok, the hashtag #menskincare currently accounts for 292.7 million views, while on Instagram there are 3.1 million posts under the hashtag #mensgrooming. There has also been a noticeable rise in male influencers creating skincare content, fostering an environment where others feel encouraged to experiment without judgment or stigma. Celebrities such as Pharrell Williams, Dwayne ‘The Rock’ Johnson, and Chris Hemsworth have also openly shared their skincare routines, with some, even launching their own lines.

‘Skincare is for people, it’s not a gender-specific thing. You want to take care of your skin’. – Pharrell Williams

It appears that the two main demographics driving this movement among men are Gen Z and successful middle-aged professionals. These two groups typically demonstrate a stronger awareness of the benefits of skincare, a keen interest in organic and natural ingredients, and higher levels of disposable income.

But do men approach skincare the same way women do?

The simple answer is, no.

While skincare stores can feel like a playground for female skincare enthusiasts, it is still unchartered territory for many men. Take my five examples above. Each had unique shopping experiences, yet they all shared one common behaviour: they didn’t look comfortable shopping in-store.

This could explain the rapid spike in online content, particularly for tips and tricks, product recommendations for male skin and expert advice. We also see male-centric brands enhancing their online presence by offering subscription options, quizzes for personalised skincare regimes, through brands like Hims, or comprehensive guides to support their customers’ every grooming need without the hassle of shopping in-store.

So, how can brands make shopping for skincare in-store less daunting and more accessible?

We need to take a step back and gain a deeper understanding of men’s broader approach to self-care, not just skincare. In what other ways do they look after themselves, and what factors have encouraged this change in behaviour? More importantly, how can we create safe and open discussions about male skincare?

We’ve seen this industry grow considerably through the years, but there’s more to explore and understand as societal norms continue to shift and consumer attitudes change. We’re welcoming a new era of modern masculinity and it’s clear we’ve only just scratched the surface.

So, at The Mix Global we are diving deeper into this topic, exploring what men want and need from their skincare, how expectations around gender and beauty are evolving and the ways men are exploring skincare themselves.

If you’re interested in learning more contact charlotte@themixglobal.com or sam@themixglobal.com