Skin care category gaining popularity among male consumers
Skin care is not just for the girls.
According to new research from Mintel, more than 52% of men in the United States are utilizing facial skin care products—a 68% increase from 2022.
Gaining popularity among Gen Z men between the ages of 18 and 27 years old, about 42% of those who fall in the category showed a preference for higher-end products and 35% also purchase hand and body lotions.
Growth in the category could be influenced by consumers’ macro environments and other external factors, including how category players are shifting their offerings to align with shoppers’ needs and wants, the report notes.
“Over the last two years, we have seen a significant increase in facial skincare usage among men, especially younger men. Our research shows a growing market for male skincare products as younger men are willing to invest in higher-end products, specifically those touting clean ingredients,” said Carson Kitzmiller, senior analyst of beauty and personal care at Mintel. “To effectively engage this audience, BPC brands must lean into the clean beauty space by underscoring their dedication to safe, non-toxic ingredients. By prioritizing thoughtful inclusions—and exclusions—brands can cultivate consumer trust, build brand loyalty, and encourage use across BPC sub-categories.”
[Read more: Cetaphil’s new campaign challenges men to open up about skin care]
About 46% of men who fall between the ages of 18 and 34 years old lean towards products with clean ingredients and 60% who purchased clean personal care products admitted to no longer using a product due to ingredient safety concerns.
At the heart of this transformation is a redefined concept of masculinity, with innovative brands leading the charge in developing strategies designed to resonate with contemporary men, offering them tailored solutions, ingredient-centric products and specialized treatments, the report shared.
The men’s grooming market is expected to surpass $6 billion in 2024, following significant growth in 2020, according to Mintel.
