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 However, as these outdated stereotypes are increasingly challenged, a new generation of men is embracing skincare as a legitimate and necessary aspect of their daily routines.“This shift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.