THE MALE SKINCARE MOVEMENT
Younger generations are leading the push to normalize skincare practices for men. Social media is playing a pivotal role in delivering male-focused skincare education. To capitalize on this growing market, build your brand presence online to reach an increasingly digital male consumer base.
SKIN CARE LEADS GROOMING GROWTH
Men's skincare is becoming increasingly important in the United States. Societal changes and the rise of gender fluidity changes this. The men's skin care products market size expects to reach USD 30.5 billion by the end of 2032.
The U.S. men’s grooming products market size came to around USD 46.54 billion in 2023. We expect it to grow at a compound annual growth rate (CAGR) of 8.3% from 2024 to 2030.
Drivers of growth vary across different parts of the world. However, the U.S. closely follows Asia's lead in stigmatizing male usage of beauty and personal care products. This goes beyond traditional grooming categories such as shaving or hair care.
Additional research shows that young men are twice as likely to consider buying from Sephora in 2024 vs. 2020.
The steady traction in personal care highlights potential growth opportunities as male consumers' awareness and interest in skincare mature.
DESIRED SKINCARE CLAIMS AMONG MEN
There has been a notable rise in interest among U.S. male consumers for skincare products with specific functional claims. Between 2022 and 2023, claims such as moisturizing/hydrating, sun protection (SPF), and skin brightening saw a 7% increase in interest. Other features like texture improvement and anti-sagging properties also saw a steady rise.
Brands are responding by diversifying their product offerings to include more specialized functions beyond basic cleansing and moisturizing. This includes products focused on sun protection, texture improvement, and other advanced care needs.
IMPACT OF SOCIAL MEDIA AND DIGITALIZATION ON MALE SKINCARE
Social media platforms, particularly TikTok, have significantly reshaped how male consumers are educated about skincare. In a survey, 50% of Gen Z male respondents said they found information about a brand or product through TikTok in 2023. This is a steep increase from 36% in 2022.
A brand doing great appealing to males on TikTok is Cetaphil. They're partnering with NFL rookie, Xavier Legette, among other influencers to target skincare-loving men. Their approach leverages humor as a gateway to more meaningful skincare education.
This trend underscores the importance of social media in reaching and educating the male skincare market.
CELEBRITY PARTNERSHIPS AND ONLINE MARKETING
Brands are also finding success with male celebrity partnerships. One example is when Estee Lauder collaborated with Manchester United to spotlight their Advanced Night Repair Serum.
Another example is when Michael Cera did a Super Bowl commercial for Cerave in 2023.
Both of these partnerships helped broaden the brand's appeal to men and expanded its reach to a new market. Such high-profile endorsements reinforce the message that skincare is for everyone and help diversify brand awareness.
Neutrogena and CeraVe lead the way in influencer-brand collaborations. They often raise consumer awareness about solutions for common skin issues like sun protection and anti-aging.
CELEBRITY-BACKED MALE BRANDS
Male celebrity personal care brands have further encouraged the normalization of skincare. Notable launches include:
Brad Pitt's luxury anti-aging line, Le Domaine
John Legend's accessible melanin-rich skincare brand, Loved01
Pharrell Williams skin and body care line, Humanrace
Harry Styles nail polish, fragrance, and beauty brand, Pleasing
These brands, often marketed as gender-neutral, are expected to attract a strong male audience and contribute to the ongoing transformation in how men approach skincare.
TOP TRENDING MALE SKINCARE INGREDIENTS AND CONCERNS
Premium male skincare products increasingly feature high-quality ingredients like peptides, alpha hydroxy acids, retinol, and hyaluronic acid. They are looking for targeted treatments in anti-acne management, anti-aging, and skin barrier restoration.
Blackheads, wrinkles, and blemishes/acne-prone are the first or second place skin concerns among male consumers. The same study found that men use facial oil and anytime cream, moisturizer, or lotion regularly. This tells us that these products are great entry points for male skincare brands.
It's obvious that skin care product launches for male consumers are aligning with an ingredient-focused, targeted solution lens.
FUTURE TRENDS IN MALE SKINCARE
The future of male skincare is bright, with younger generations leading the charge toward advanced, ingredient-focused routines. Social media and digital platforms have revolutionized how male consumers learn about and engage with skincare, making education and accessibility paramount.
As self-care and skincare become increasingly mainstream for men, we can expect more innovation and growth in the market. This evolving landscape presents exciting opportunities for brands to connect with male audiences, driving advancements in skincare for men.