Lately, the male skincare market within the US has witnessed important development, marked by a notable 68% improve in facial skincare utilization amongst males from 2022 to 2024, in line with market analysis agency Mintel. This surge is fueled by shifting cultural norms, an evolving notion of masculinity, and a rising consciousness of skincare advantages.
As youthful generations, significantly Gen Z, embrace self-care and customized skincare routines, the trade is responding with revolutionary merchandise and advertising and marketing methods. We spoke to Carson Kitzmiller, Senior Analyst in Magnificence & Private Care at Mintel to discover the driving forces behind these developments and talk about how cosmetics and private care product producers can capitalize on the burgeoning male skincare market.
CDU: What do you suppose are the first causes behind the 68% improve in facial skincare utilization amongst US males from 2022 to 2024?
Carson Kitzmiller (CK): I feel this may be attributed to a number of components. These embrace a cultural shift in the direction of inclusive grooming, elevated availability of male-specific skincare merchandise, social media, and an evolving idea of masculinity that embraces self-care.
Moreover, extra males have develop into conscious of skincare advantages, and there is an elevated give attention to holistic approaches to grooming. Certainly, the water degree amongst all shoppers, each female and male, continues to rise because it pertains to facial skincare engagement, and males at the moment are extra apt to include these codecs to learn their look and pores and skin well being.
CDU: What particular components are driving Gen Z males to make use of facial skincare merchandise at greater charges in comparison with different age teams?
CK: Gen Z and Millennial males are more and more turning to specialised facial skincare merchandise tailor-made to satisfy particular pores and skin targets. These youthful demographics are actively looking for out skincare options designed to moisturize, soothe, fight pimples, and improve temper, illustrating a pattern the place skincare serves each sensible functions and contributes to total wellness.
Moreover, the broader availability of specialised sub-categories in comparison with years previous could also be influential of their above-average utilization in comparison with older generations.
Additional, Gen Z males are extra open-minded and fewer stigmatized in the direction of utilizing skincare, making it a normalized a part of their each day routine; we even see teen boys (Gen Alpha) participating with the class, signaling that greater utilization among the many male demographic will possible proceed.
Partaking in communal conversations and inspiring peer suggestions can considerably influence youthful males–significantly Gen Alphas, as these discussions are intently linked to their identification.
CDU: What can corporations do to cater to the rising male skincare market?
CK: Very similar to the general skincare market, chatting with customized pores and skin issues and options is essential. Whereas dry pores and skin/oily pores and skin are among the mostly reported pores and skin issues amongst males, youthful males aged 18-34 report above-average issues of facial pimples, pores and skin redness, and hyperpigmentation.
This showcases that males are taking the time to grasp their pores and skin and are searching for merchandise that transcend superficial claims however reasonably are eager about customized help.
Additionally, we see that male skincare customers are extra engaged throughout everything of the grooming routine, with male facial skincare customers reporting greater utilization of hair conditioning, hair styling, and hand/physique lotion merchandise in comparison with non-skin care customers. This reveals that corporations can capitalize on this pattern by increasing their product choices past simply facial skincare, utilizing ‘skinified’ components, claims, and options throughout complete rituals.
To play within the rising male skincare market, elevating merchandise via efficacious claims and components, not simply superficial positioning (eg ‘only for males’ or multifunctional product) could entice use, buy, and loyalty.
CDU: Are you able to present examples of manufacturers which might be at present excelling within the male skincare market, significantly within the clear magnificence phase?
CK: From a mass market perspective, we see Dove Males+Care and Technique Males persevering with to see gross sales improve year-over-year. Model belief, recognition, and accessibility are all at play right here, and these manufacturers, even amongst their wide selection of merchandise, have ingredient-first messaging and segmented traces for various issues/claims on-pack.
We’re additionally seeing non-gendered manufacturers/traces having success amongst males, significantly youthful males – suppose The Extraordinary, CeraVe, and Bubble Skincare. We anticipate gender-inclusive traces to proceed to have success.
CDU: Are you able to elaborate on the varieties of premium merchandise Gen Z males are gravitating in the direction of, and why?
CK: Really, if we have a look at males aged 18-34, we see above-average (of complete male private care customers) premium buying of physique cleaning, facial moisturizers, deodorants, shampoos, and hand/physique lotions. The highest causes for going premium over mass amongst this demographic are “clear” ingredient inclusions, adopted by total model belief, time-saving attributes, luxurious model perceptions, and visually-appealing packaging.
This speaks to this group’s affinity for clear positioning in addition to aligning with elevated/premium manufacturers as part of their total identification.
CDU: What are some frequent ingredient issues which have led 60% of males aged 18-34 to cease utilizing sure BPC merchandise?
CK: The most typical ingredient issues are ‘protected for delicate pores and skin’ issues, allergens, lack of transparency in ingredient sourcing, and security of components. Males inside this age group are more and more acutely aware of the components of their private care merchandise and go for cleaner, extra pure formulations, denoted by their prime premium buy influencer of “clear” components.
This showcases this demographic’s give attention to security and well being, underscoring the significance of driving belief amongst this discerning group.
CDU: What alternatives do these developments current for cosmetics and private care product producers and suppliers?
CK: These developments current alternatives for cosmetics and private care product producers and suppliers to innovate with clear magnificence formulations, customized merchandise, and next-level packaging (eg sustainable, eco-friendly, visually interesting). They will cater to the evolving wants of male shoppers by offering merchandise that prioritize ingredient transparency, efficacy, and total wellness advantages.
CDU: What position do social media and influencers play in shaping the skincare routines of youthful males?
CK: Social media and influencers considerably form the skincare routines of youthful males. Over two-thirds of Gen Z and Millennial male private care customers say social media has influenced them to prioritize grooming extra so in comparison with a 12 months in the past.
Whereas female-led content material dominates social media channels, males shouldn’t be missed, as many flip to social platforms to seek out merchandise, analysis components, and interact with a neighborhood.
CDU: What developments do you anticipate will dominate the male skincare market within the subsequent few years?
CK: We may even see an increase in gender-neutral and inclusive skincare advertising and marketing and product choices, because the idea of masculinity continues to evolve. Social media and influencer affect will even proceed to form the male skincare market, with a give attention to authenticity and relatability.
We’re beginning to see movie star grooming manufacturers like The Store (Lebron James) and Papatui (Dwayne “The Rock” Johnson) main a cultural shift in the direction of inclusive, expressive, and holistic approaches to grooming, empowering customers by allowing them to discover and categorical their identities, all whereas reshaping social notions of conventional masculinity. I feel we’ll proceed to see manufacturers leaning into this.
Personalization will proceed to dominate as males search for “personalized” choices based mostly on their pores and skin issues, situations, and desires. Just like the better skincare market, a give attention to transparency and proof of efficacy and claims will likely be a widespread theme.
Manufacturers should help their claims with knowledge, scientific research, {and professional} suggestions (eg docs, dermatologists) to substantiate claims and construct belief.
I additionally suppose we’ll see youthful males experimenting even additional with new magnificence and private care segments that haven’t been as focal. For instance, we have seen superior hair loss options take the highlight for youthful males (not simply older males!) with many DTC and RX manufacturers (Retains, Curology, hims, HairStim, Pleased Head, Nutrafol males) advertising and marketing in the direction of youthful teams.
CDU: How can manufacturers keep forward of those developments and proceed to satisfy the evolving wants of male shoppers?
CK: It is all about residing and being the place these shoppers are, and proper now, youthful males are on social media, too. Staying abreast of adjusting societal norms, listening to client and communal conversations within the digital sphere, and tailoring merchandise to customized issues will likely be key.
CDU: In what methods do you suppose the male skincare trade will proceed to evolve sooner or later?
CK: Just like the macro skincare market, the male skincare trade is predicted to proceed rising as extra males embrace grooming and self-care. We may even see an increase in customized skincare choices, with developments in know-how permitting for personalisation based mostly on particular person pores and skin wants.
I feel we’ll proceed to see launches centered on ingredient-led messaging, and significantly “clear” formulations; over 4 in ten male shoppers who use premium private care merchandise say “clear” components affect them in selecting premium merchandise over mass merchandise.
