Men’s grooming goes beyond showering and shaving
For years, men’s grooming revolved largely around shaving, showering and a hint of cologne. That was before TikTok’s 2016 U.S. launch. In the ensuing years, the social media site has put significant emphasis on male celebrities and fashion, bringing men’s interest in skincare and other areas of grooming to new heights, particularly among young adults.
Today, men are embracing skin, hair and beard care like never before—with some color cosmetics thrown in. Sick of the same old products, millennials in particular are demanding newness and items free of harsh, skin-damaging chemicals. According to Grandview Research, the size of the U.S. men’s grooming market was estimated at $46.54 billion in 2023. From 2024 to 2030, it is expected to grow at a CAGR of 8.3%.
“Over the past two years in particular, the entire men’s personal care segment has seen very strong growth,” said Pranav Chandan, head of Unilever’s U.S. deodorant business. “Men are expanding grooming needs, trying new products and are more engaged in improving appearances. The number of categories they consume has expanded.”
He noted that 70% of men prefer products “designed specifically for them” when it comes to packaging, fragrances and active ingredients. He added, “even the fonts we use and placement on shelves are key factors.”
As for TikTok, Statista called it the “fastest growing social media app in the U.S.,” particularly among younger digital users. In 2023, the site had 102 million U.S. users, said Statista. This number is expected to grow by more than 5% year-over- year, reaching 107.8 million in 2024. The site offers many “get ready with me” videos and “how-to’s” demonstrating how to achieve the latest looks. And celebrities sport their favorite items.
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According to the trade publication Cosmetics Business, the #mensgrooming has received 1.9 billion views on TikTok. On Instagram, it has been used on some 3.2 million posts. “As Gen Z and millennials come into their buying power, we’re seeing celebrities change the face of masculinity,” said Lauren Winkler, Kantar’s head of category insights. “A big portion of TikTok targets male ‘beauty’ routines.” Among young men, key TikTok influencers include rappers Lil Nas X and Kid Cudi, along with British singer Harry Styles, she added.
Nas X and Cudi indulge in bright hair dye and cosmetics. Juan Morillo, office manager at Xtreme Beauty, called these celebrities “role models.” If a man sees another man using a lotion, he has ‘permission’ to use it,” he added. “They’re showing their lives, their hair. Men want to look like that.”
Leading Segments
Skincare is experiencing tremendous growth. Kantar’s ShopperScape monthly tracking survey
found that the percentage of men purchasing skincare climbed from 18% in 2019 to 30% in 2024. And according to Cosmetics Business, there has been a 389% year-on-year increase in TikTok video views around male skincare search terms like #menskincare (462 million) and #mensskincareroutine (28 million).
The Boy’s Room
Teen and adolescent boys have long been associated with sweaty T-shirts and stinky socks. Some companies are trying to change that, with skincare and other products that specifically target boys’ grooming needs. Efforts are buoyed by social media.
Today, more than two in five boys ages 12 to 17 use skincare products, said Mintel. But boy-specific products have not always been available—although there were plenty of strawberry-scented girls’ choices. While boys do not want girls’ products, they have specific needs.
“We weren’t finding options for our sons,” said Jill Biren, co-founder of JB Skrub and a former Conde Nast beauty expert. “My older son was starting to get blackheads and white miliea. We wanted something that’s safe and age appropriate. But brands weren’t speaking to me or my son.”
In January 2023, Biren and Julie Bowen of “Modern Family” fame launched JB Skrub. Appealing to parents via social media, Bowen is the face of the brand, with two million TikTok followers and a strong Pinterest presence.
Products are intended for boys ages 10 to 15. “It’s right before they enter puberty, which is when they need a face wash,” said Bowen. “It’s not a 10-step skincare routine. Parents are pleased [that] sons are washing their faces for the first time.”
Merchandise includes face wash, face lotion, body wash, deodorizing body spray and oil control face wipe pads. There is also a line of travel-sized products called Juniors. Products use simple language, sustainable ingredients and user-friendly packaging. Face lotion, for example, comes in a pump tube instead of a jar, facilitating use. Full size items
are $16 to $20.
Another brand, Stryke Club, launched in 2020. It offers face wash, body wash, moisturizer and topical acne treatment, all priced under $25. Aimed at boys ages seven to young adulthood, its gentle ingredients will not damage young skin, the company said. Target and Walmart are among retailers offering products.
“The category has grown tremendously,” said Deborah Dixon, owner of indie skincare brand
Precious Mineralz LLC. “Men are much more open to new products. They’re interested in things like exfoliant scrubs, masks and facials. I even see men in nail salons getting pedicures.”
Precious Mineralz answers men’s needs for clean, natural ingredients with its unisex Out of Mountains brand. The seven SKUs are made with Halloysite, a form of nanotubular kaolin clay that is a carrier for key ingredients that improve skin health and appearance. Other important ingredients include aloe and jojoba oil as well as essential oils like lavender, peppermint and orange. Products are lightly scented and include renewing face cream, under eye correction cream, eyelash booster, lip balm, restorative hand and body cream and cuticle balm. Precious Mineralz is also developing a mask and skin cleanser.
Luscious Locks
Hair and beards are a growing focus, with many men looking to do more than wash and comb their tresses. According to Kantar, men’s purchasing of haircare products grew from 22% to 34%. And for the first time in decades, more men are sporting facial hair than not. According to YouGov, 54% say they currently have a beard or mustache, up from 42% in 2016 and 37% in 2011.
“It’s okay for men to care about their appearance,” said Morillo. “Before, caring about hair was an embarrassment. But in this era of social media, you want to present yourself a certain way.”
[Read more: Social media rewrites hair care rules]
Xtreme Beauty offers products for men with curly or wavy hair, including conditioner, curl spray, shampoo, pomade, creams and jellies and hair growth oil. The company also does well with men’s soaps and beard care.
Some men, however, just want a head of hair. BosleyMD is targeting them with hair growth products that are drug-free alternatives to minoxidil. Revive Plus, introduced in January, contains Y100, a botanical compound that intensifies the antigen phase of the hair growth cycle, said Jonathan Mendez, director of chain store retail. It yields results in 45 days, which is “twice as fast as minoxidil,” he said. Available in men’s and women’s versions, the men’s product also contains saw palmetto and pumpkin seed extract. It is priced “in line” with minoxidil, he added.
BosleyMD also offers shampoos and conditioners that combat hair loss by blocking dihydrotestosterone, the main hormone that shrivels hair follicles, said Mendez.
Recently, it partnered with TikTok influencers Zach Hicks, an MMA fighter, Canadian hip hop artist Tory Langz and Shark Tank personality Alpha M. “They already have a following among men, he added. Mendez expects Alpha M to attract boomers, Langz to appeal to younger men and Hicks to have a strong influence among men in the “middle.”
Clean & Fresh
Men’s hygiene is also changing, moving beyond basic soap and deodorant and into categories like scented soap and full body deodorants. According to Kantar, the percentage of men buying hygiene items climbed from 39% to 51%.
Dr. Bronner’s specializes in all natural castile soaps, shaving soaps, toothpaste and other personal care products. While merchandise is not gender specific, items are often featured in articles and posts on men’s grooming. “Products are embraced across genders,” said Marc De Rosa, director of sales. “Yet we frequently see our soaps and other body care products in a range of scents from almond to eucalyptus on ‘best of’ lists in features about men’s grooming.”
Full body deodorants are also trending. They address sweat and odor in multiple places, which 88%of men experience, said Chandan. “Deodorants and antiperspirants are one of the largest segments in men’s grooming,” he added. “We saw men taking existing deodorants and using them on other body parts.
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But typical deodorants are not designed for areas other than under arms, particularly when it comes to sensitive areas.” Unilever introduced new collections of men’s products under its Dove, Axe and Shea Moisture labels, using new ingredients, Chandan added. Other ingredients enable deodorants to serve multiple functions, such as glycerin and vitamin D to help maintain skin’s moisture and arrow root to absorb moisture.
Whether or not they go so far as to embrace color cosmetics and nail polish, men will continue to spend more time—and money—on preening, particularly those who came of age in the digital world. And social media and celebrities will have a major impact on what they buy. “I think the numbers will only continue growing,” said Winkler.
