While growth drivers may vary across different markets, the US closely follows Asia’s footsteps in normalising male usage of beauty and personal care products beyond traditional men’s grooming categories such as shaving and hair care. Euromonitor explores key trends in the fast-growing space of men’s skin care.
Male consumers are expanding usage to other product formats beyond lotions
Blackheads, wrinkles and blemish/acne-prone rank as either the leading or second leading skin concerns across male consumers of all generations globally. Skin sensitivity is also a top concern, climbing slightly among Gen X and baby boomers compared to a year prior. As male consumers grow more empowered through consumer education on social media, Euromonitor International sees opportunities for brands that can help them establish effective skin care routines.
Male consumers’ usage of skin care products displays the incorporation of more comprehensive product profiles in their routines.
In 2023, over 40% of male consumers reported using day, night or anytime cream, moisturiser or lotion more than any other product, followed by eye cream, serum or gel
Source: Euromonitor International
This aligns with wrinkles, fine lines and dark circles ranking among the leading concerns among male consumers. Men also use facial oil and anytime cream, moisturiser or lotion more regularly than overall respondents—suggesting that these products can be suitable entry points for brands entering the male skin care space.
Overall, male usage of anti-ageing products has seen an increase globally. As men tap more into leveraging skin care knowledge to introduce products with targeted treatment, we can also expect advanced care segments to premiumise ingredient composition.
Rising awareness of trending ingredients in skin care leads to more targeted solutions
Whether they are anti-ageing, anti-acne, or melanin-specific care, skin care launches for male consumers are aligning with an ingredient-focused lens. An increasing number of premium men's skin care products boast higher-quality ingredient combinations such as peptides, alpha hydroxy acids, retinol, and hyaluronic acid for targeted treatment in anti-acne management, anti-ageing, and skin barrier restoration.
US skincare dermocosmetics posted 15% current value growth in 2023, and are expected to continue their reign due to ingredient-orientated approaches for efficacious treatment
Source: Euromonitor International
Dermo brands’ appealing price points from mass to masstige varieties are also accessible to price-sensitive consumers. Based in New York with manufacturing roots in France, dermo champion La Roche-Posay (@LaRochePosayUS on TikTok) lends itself to brand-led ingredient transparency and education online. La Roche-Posay and affiliated partners will often highlight key features in the popular Anthelios (sun care) and Toleriane (sensitive skin) lines for special attention care and address the benefits of a thermal spring water orientation which combines minerals and antioxidants, such as selenium, to promote nourished, smooth skin through mild formulas geared towards eczema, dryness, and acne-prone skin conditions. Prospective hotspots could seek to blend solutions-focused and preventative treatment into one, depending on consumer preferences across product categories.
Competitive landscape widens as celebrity-backed brands enter the male skin care space
Although suitability to skin type and dermatologist-tested lead the list of top skin care features desired by male consumers, “endorsed by celebrity” experienced a notable jump among global respondents.
About 6% of male consumers sought out skin care that was endorsed by a celebrity—up from 3% in 2022
Source: Euromonitor International
Notable celebrity launches in recent years include Le Domaine from Brad Pitt, Loved01 from John Legend and, as of early 2024, Papatui by Dwayne “The Rock” Johnson, a line of men's clean ingredient products ranging from skin care to tattoo care.
While Gen Z may have championed self-care for men, the rise of male celebrity grooming brands has further encouraged the normalisation of skin care offerings across diverse care-based needs and demographics. Gone are the days of generic endorsements for generic products. Today's male audience craves authenticity and rejects obvious marketing ploys, encouraging celebrities to push boundaries and create purposeful products.
Future outlook
The global men’s skin care market is forecast to grow at a 3% CAGR in constant terms (6% in current terms) from 2023 to 2028
Source: Euromonitor International
Excluding inflation, men’s skin care growth to 2028 is projected to exceed men’s shaving (which has struggled historically), men’s hair care, and men’s bath and shower. In addition to men’s deodorants and men’s fragrances, men’s skin care will continue to cement itself as a significant opportunity for the beauty industry.
Read our global strategy briefing, The Evolution of Men’s Grooming, for additional perspectives on the drivers of men’s grooming, as well as country reports from the major markets for men’s skin care – China, South Korea, the US, the UK and Japan.