The men’s skincare and personal care market is booming due to several factors that have contributed to the increased demand for these products. The trend is expected to continue driving the market’s growth, with the global men’s personal care market is projected to reach $68.89 billion by 2030 at a CAGR of 9.2%.
One of the main factors driving the growth of the men’s skincare and personal care market is the changing attitudes towards male grooming. Men are no longer shy about taking care of their appearance and invest in high-quality grooming products to look their best. This shift has been fueled by the rise of social media and the increasing importance of presenting oneself in a polished and professional manner both online and offline.
Another key factor is the growing awareness among men about the benefits of using specialized skincare products. With more information available on the harmful effects of pollution, sun damage, and other environmental factors on the skin, men are realizing that taking care of their skin is not just a matter of vanity but also an essential part of their overall health and well-being.
Some of the key trends influencing this growth include:
1. Growing awareness and interest in personal grooming
View this post on Instagram
A post shared by Bulldog Skincare North America (@bulldogskincarenorthamerica)
Men are becoming more conscious of their appearance and the importance of self-care, leading to a greater willingness to invest in personal grooming products. The men’s grooming products market was valued at USD 55.87 billion in 2021 and is projected to reach USD 81.36 billion by 2030, growing at a CAGR of 4.27% from 2023 to 2030. This shift in mindset has resulted in an increased demand for gender-specific products such as shampoos, conditioners, shaving creams, and face masks.
As men become more aware of the benefits of using personal care products, they are more inclined to indulge in personal grooming as part of their self-care routine. This increased awareness has led to a surge in demand for products that cater specifically to men’s needs.
@noahhsalcedo Reply to @markeric_official it’s from the Ordinary! #skincare #skincareformen #groomingformen #retinol #mencare #NasaLazadaYan ♬ Love Grows (Where My Rosemary Goes) – Edison Lighthouse
In addition to traditional grooming products, there has been a rise in the popularity of gender-neutral skincare products. These products allow individuals to focus on their specific skin concerns rather than using a product marketed towards a particular gender. This trend has led to the emergence of gender-neutral brands like The Ordinary and Non Gender Specific, which have experienced significant growth in the male-identifying market.
@samonsafari All Products are linked in my Insta Story (samaonsafari) 🏽 #skincare #germany #skincareroutine #menskincare #menskincareroutine #fashion #style #sneaker #outfit #outfitoftheday #ootd #grwm #beauty #morningroutine #vlog #dayinmylife #grwm #streetwear #y2k #sneaker #fashiontiktok #outfitinspo ♬ Love You So – The King Khan & BBQ Show
The global men’s personal care market size was valued at USD 30.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 9.1% from 2022 to 2030. The flourishing e-commerce sector and the increasing trend of natural ingredient-based products have encouraged manufacturers to launch new products catering to men’s grooming needs.
For instance, in May 2020, Bulldog Skincare, a well-established men’s grooming products manufacturer in the U.K., launched a sustainable bamboo-made razor for sensitive skin. As the demand for men’s grooming products continues to grow, companies are focusing on developing products that perform multiple functions, such as shaving creams with moisturizing effects and moisturizers with sun protection.
@rafey.mukhtar Real ones know about bulldog☝🏼 #fyp #trend #motivation #lifestyle #skincare #bulldog #fy ♬ original sound – clodagh¹⁶
This trend is expected to contribute to the growth of the men’s personal care products market during the forecast period. The increasing awareness among men regarding personal grooming products and the importance of self-care has led to a surge in demand for gender-specific and gender-neutral products. With the growing trend of natural ingredient-based products and the flourishing e-commerce sector, the men’s grooming market is expected to witness significant growth in the coming years.
2. Product premiumization and natural ingredients
View this post on Instagram
Companies are now offering natural and organic skincare products with natural extracts in attractive packaging that falls under the premium category for men. This trend caters to consumers who are seeking high-quality, eco-friendly products that align with their values and lifestyle choices. The global men’s skincare products market is expected to reach $28 billion by the end of 2029, according to a research study by Future Market Insights (FMI).
As a result, companies are now offering natural and organic skincare products with natural extracts in attractive packaging that falls under the premium category for men. One of the main reasons behind this trend is the growing awareness of the benefits of using natural and organic products. Plants grown organically are found to contain a higher level of vital antioxidant vitamins than non-organic plants. Moreover, organic ingredients are free from contamination caused by herbicides and pesticides, ensuring a healthier choice for the skin and body.
The market is projected to witness growth at a double-digit CAGR through 2029. This growth can be attributed to the increasing demand for premium, natural, and organic skincare products among men. Some of the must-have skincare products for men include sunscreen for the body, cleanser, toner, moisturizer with SPF/antioxidants for daytime, moisturizer with retinol for nighttime, eye cream, lip balm, and light hand lotion.
These products cater to various skin concerns such as sunburns, dark spots, actinic keratosis, and other signs of aging. Manufacturers are focusing on developing novel products to ride on the new trend wave of natural and organic skincare. They have also intensified their focus on sophisticated product ingredients and packaging for sharper profit margins.
The growing demand for anti-aging products and moisturizers will be an important factor driving the market growth. In conclusion, the trend of natural and organic skincare products for men is gaining momentum as consumers become more conscious of their choices and the impact on their health and the environment. Companies are capitalizing on this trend by offering premium, eco-friendly products that cater to the evolving needs and preferences of men.
3. Multi-functional products
View this post on Instagram
There is a growing demand for products that serve multiple purposes, such as shaving creams or lotions with moisturizing effects and moisturizers with sun protection. These multi-functional products offer convenience and value for money, making them popular among consumers. One of the key trends in men’s grooming is the use of multi-purpose products, such as shaving creams or lotions with moisturizing effects and moisturizers with sun protection.
These products not only save time but also provide multiple benefits, making them popular among consumers. Some of the top brands in men’s grooming in India include The Man Company, Beardo, Ustraa, Forest Essentials, Bombay Shaving Company, Spruce Shave Club, LetsShave, Man Matters, Man Arden, and Garnier Men. Men are also increasingly interested in natural and clean products, particularly in skincare, cosmetics, and supplements. This trend is driven by a growing awareness of the potential harmful effects of synthetic ingredients and a preference for more sustainable and eco-friendly options.
Beauty retailers such as Sephora has responded to this demand by launching clean makeup products and natural remedies, respectively. Personalization is another significant trend in men’s grooming, with consumers seeking products tailored to their specific needs and preferences. This has led to the development of customized skincare routines, personalized fitness plans, and nutrition coaching services.
Social media has played a crucial role in enabling greater access to wellness information and personal health monitoring, allowing individuals to make informed decisions about their well-being. Male influencers on YouTube and Instagram have made a considerable impact on men’s grooming trends, with many consumers looking up to them for product recommendations and advice.
For example, top men’s content creators, Aba N Preach and The Real MTR most popular on YouTube have both teamed up Tiege Hanley to mention and recommend their men’s skincare products to their hundreds of thousands of viewers. As a result, companies are increasingly collaborating with influencers to promote their products and services, tapping into their loyal follower base.
4. Personalization and customization
View this post on Instagram
Brands are building connected beauty systems to personalize skincare treatments, catering to individual needs and preferences. This approach allows consumers to find products that are specifically tailored to their skin type and concerns, resulting in more effective and satisfying results. Singer and songwriter, John Legend recently launched LOVED1, formulated especially for Black and Brown skin tones and complexions, exclusively sold at CVS stores.
With the use of technology, brands can offer consumers the ability to mix and match different ingredients to create their own unique formulas. This not only gives customers a sense of control over their skincare routine but also allows them to experiment with different combinations and find what works best for them. As a result, personalization and customization are becoming increasingly important in the beauty industry, as consumers are looking for products that cater to their specific needs and preferences.
5. E-commerce and online shopping
@medhymalanda Here is a simple but effective skincare routine for beginners @CeraVe @The Body Shop #skincare #skincareroutine #blackmenskincare #skincareformen ♬ original sound – Medhy Malanda
The flourishing e-commerce sector has made it easier for consumers to access a wide range of men’s skincare and personal care products from the comfort of their homes. This convenience, coupled with targeted marketing efforts by companies, has boosted market growth. The men’s skincare industry has come a long way in recent years, with more and more brands recognizing the importance of catering to this previously underserved market. As a result, consumers now have access to a plethora of products specifically formulated to meet their unique needs, from moisturizers and cleansers to anti-aging serums and specialized treatments.
In addition to traditional brick-and-mortar outlets, online retailers have also played a significant role in driving market growth. With the rise of e-commerce platforms, it’s now easier than ever for consumers to browse and purchase products from the comfort of their own homes. This level of convenience has undoubtedly contributed to the increasing popularity of men’s skincare and personal care products.
The men’s skincare and personal care market is booming due to a combination of factors, including increased awareness of personal grooming, product premiumization, multi-functional products, personalization, e-commerce growth, changing societal norms, and increased spending in developing economies.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.