The global men’s skincare market has been steadily expanding. According to Euromonitor International, the global market for men’s grooming products, which includes skincare, is expected to be worth $5.29 billion by 2027. Furthermore, Grand View Research projects that the men’s skincare market alone will reach a compound annual growth rate of 9.1% from 2022 to 2030. Although these figures are impressive, they also highlight a notable gap when compared to the women’s skincare market in the UK for example, which is valued at £1.5 billion ($1.9 million). Despite the disparity, the upward trajectory of men’s skincare has been undeniable.

“One of the primary drivers behind the men’s skincare boom is the shift in cultural attitudes towards masculinity and self-care,” Colleen Baren, business strategist and developer behind leading K-beauty brands Madeca Derma and W.Dressroom at BesselCo's Helm, says to BeautyMatter. Traditionally, skincare has been marketed almost exclusively to women, with societal norms often dictating that skincare routines were unmanly or frivolous for men. However, as these outdated stereotypes are increasingly challenged, a new generation of men is embracing skincare as a legitimate and necessary aspect of their daily routines.

“This shift is also partly influenced by the rise of social media, where beauty and skincare influencers—many of whom are men—share their routines and advocate for better skincare practices,” Baren adds, pointing at how platforms like Instagram and TikTok have made it easier for men to explore skincare without the stigma, normalizing the conversation around men’s beauty and wellness. Moreover, the concept of self-care has evolved beyond traditional gender roles, as today, men are increasingly recognizing the importance of taking care of their skin as part of a broader commitment to their health and well-being. For this crop of consumers, skincare is not just about aesthetics, but maintaining their overall health and wellness.

The Power of Personalization: Meeting the Needs of Modern Men

Another factor contributing to the rise of men’s skincare is the industry’s move towards personalization. Today’s consumers, including millennials, Gen Z, and the much older generations like the boomers and Gen X, are looking for products that are tailored to their specific needs and concerns, whether it is focused on anti-aging, blemish control, or shade ranges. This demand for customization has led to the proliferation of skincare lines designed specifically for men’s skin, which sometimes tend to be thicker and oilier than women’s skin and require different formulations.

Brands have been quick to respond to this demand. For example, brands like Geologie, which used to be exclusively for men but is now a unisex brand, offers personalized skincare regimens based on individual skin types and concerns, from acne and aging to sensitivity and dryness. These brands emphasize simplicity and effectiveness, appealing to men who may be new to skincare and looking for straightforward solutions. This is also the premise for brands like the US-based Apostle, co-founded by Jamie Melbourne and Tony Lecy-Siewert. “We found that a lot of men needed products that were specifically designed and tailored to their skin, and that’s why we took the creation of moisturizers a step further, and included shade ranges to it,” co-founder Lecy-Siewert says to BeautyMatter. In 2023, Apostle launched an up-to-12-shade tinted moisturizer, where customers—specifically men—give short personalized details to prompts, before choosing a shade that works best for their skin color.

That said, many men’s-focused brands are tapping into this boom through the rise of subscription services, which has also made it easier for men to access personalized skincare products without the hassle of shopping in-store. Grooming and wellness brands like Dollar Shave Club and Harry’s have expanded beyond shaving products to offer complete grooming and skincare lines, delivered directly to consumers’ doors. This convenience, combined with the appeal of products designed specifically for men, has helped drive the growth of the men’s skincare market.

A Marketing Strategy?

While the growth of men’s skincare can be attributed to changing cultural attitudes and consumer demands, it’s important to recognize this is not just a case of repackaging women’s products in masculine packaging. “Although the majority of positioning of beauty products for men and women is a lot of marketing since different angles make up why men buy versus women buy products,” expert in regenerative medicine and esthetics, Dr. Scott Gerrish, says to BeautyMatter, “both their skin compositions are different and would therefore sometimes require different skincare products.” Dr. Gerrish is the leader of noninvasive cosmetic and regenerative medicine clinic, Gerrish MedEsthetics, with offices across Arizona and D.C. in the United States.

“Women also tend to have thinner and dryer skin [in comparison to men], and that makes them absorb agents like retinol and glycolics quicker, in comparison to men as we [men] tend to have more sebum than women,” Dr. Gerrish says. “Although the marketing strategies behind men’s skincare seem to be more sophisticated, focusing on education, empowerment, and the normalization of skincare for men, there are also practical reasons beyond marketing that’s making brands develop products that are specifically tailored towards that demographic,” Barren adds. “For example, when men shave, they may get bumps, and would therefore need products that address this. Women, too, have to think about how their makeup would look on them post skincare application like sunscreen, whereas men do not,” she adds.

Men’s skincare is no longer a niche market as it is now being marketed openly and aggressively by major brands. Companies like L'Oréal, Dove Men+Care, and Kiehl’s for example have launched dedicated skincare lines aimed at men, promoting everything from moisturizers to anti-aging serums. Their campaigns sometimes feature rugged and relatable imagery and also slogans that emphasize strength and simplicity. For instance, the Dove Men+Care’s campaigns like “Real Strength” or “Care Makes a Man Stronger” highlight “real men” and their skincare needs, appealing to those who might have previously shied away from skincare routines.

The use of celebrities has further propelled this into the mainstream. Dwayne “The Rock” Johnson, known for his rugged masculinity, has openly shared his skincare routine on social media, breaking down stereotypes and encouraging his massive following to take skincare seriously. Similarly, actors like Idris Elba for example have launched their own skincare brands—S’able Labs—targeting men who value self-care. These endorsements have broadened the appeal of men’s skincare, making it not just acceptable but desirable for a new generation of consumers.

The men’s skincare boom is a reflection of broader cultural shifts and evolving consumer attitudes. As men become more comfortable with the idea of self-care and as the stigma around men’s grooming continues to fade, the demand for men’s skincare products will only grow. While the industry still lags behind women’s skincare, the gap is closing in, as statistics show that more men recognize the importance of taking care of their skin, whether driven by health, hygiene, or simply a desire to look and feel better. As the market continues to evolve, one thing is clear: men’s skincare is here to stay, and it’s poised to become an integral part of the broader beauty and wellness industry.