Men and young men embrace new options
This International Men’s Day, let’s celebrate the strides toward mental well-being, health, and equality by recognizing the powerful shift in men’s self-care. Once limited by societal stereotypes, men today embrace skincare, grooming, and self-care routines to boost mental health and overall well-being. With Gen Z challenging outdated norms, the beauty and self-care industries have taken notice, designing products that align with men’s needs and preferences. This move toward inclusivity supports mental health and self-esteem for men, encouraging a balanced approach to gender equality. Additionally, as global brands innovate with sustainability and natural ingredients, men get empowered to make mindful choices for their health and the planet.
Men also are now searching for skincare products that truly meet their needs. This might mean a refreshing face wash to jumpstart the day, a hydrating moisturizer for a healthy glow, or a powerful sunscreen to guard against environmental stressors. Social media is buzzing with men sharing their skincare stories, product tips, and self-care routines. These posts build community and inspire others to begin their journeys.
The numbers say it all: the global men’s skincare and beauty market is expected to grow by 3% CAGR (6% in current terms) from 2023 to 2028. Ready to dive into the latest trends and innovations redefining men’s skincare? Keep reading!
Prioritizing concerns
According to research firm Euromonitor, blackheads, wrinkles, and blemish/acne-prone are leading skin concerns across male generations globally. Skin sensitivity has also become a top concern, climbing slightly among Gen X and Baby Boomers compared to a year prior. Aligning with aging concerns, in 2023, over 40% of male consumers reported using day/night-specific cream, moisturizer, or lotion more than any other product. French-rooted La Roche-Posay highlights critical features in their Toleriane (sensitive skin) lines for specialty care and the benefits of thermal spring water. In addition to promoting smooth skin, the water combines minerals and antioxidants, such as selenium. This blend supports mild formulas for eczema, dryness, and acne-prone skin conditions.
#SoftMasculinity
WGSN, the global trend authority, is spotlighting #SoftMasculinity. Male grooming is booming as men expand their routines beyond basics like moisturizer and beard care. Now, they’re branching into products like concealer, nail varnish, and “feel-good” beauty items.
Google Trends reveals a striking surge in interest. Searches for “men’s beauty” jumped by 37 percentage points, and “men’s skincare” spiked by 61 points. Surprisingly, “men’s beauty advent calendar” has also become a top search on both Google and Amazon, hinting at a festive focus on self-care.
The trend of “Bathscaping” is also taking off. UK-based brand Baz & Co. is leading the way with skin-loving soaps, shower gels, body lotions, and oils—all designed to elevate self-care and relaxation.
Celebrity and social media led
Have you ever splurged on skin care because of TikTok trends or the buzz around celebrity brands? According to the Retail Intelligence Platform EDITED, younger men get especially drawn in by “Get Ready With Me” videos and the worldwide influence of social media. An impressive 89% of hashtag viewers are 18-24 years old. Now, independent brands are leading the way—from BL+’s potent serums to Lumin‘s custom grooming kits—appealing to those with a keen eye for physical health.
Australian brand Patricks has elevated skincare, displaying products alongside luxury items like sneakers and watches, making self-care aspirational. Pharrell Williams’ Humanrace has even partnered with Adidas, connecting skincare to the streetwear scene. His three-step routine—featuring the Rice Powder Cleanser, Lotus Enzyme Exfoliator, and Humidifying Cream—takes only three minutes morning and night. It sets the stage for glowing, healthy skin.
The appeal of celebrity-backed skincare is rising. Euromonitor found that 6% of male consumers now seek celeb-endorsed skincare, up by 3% since 2022. Recent star-studded launches include Domaine by Brad Pitt, Loved01 from John Legend, and Papatui by Dwayne “The Rock” Johnson, featuring clean-ingredient formulas for everything from skincare to tattoo care. Idris Elba’s S’able Labs and Harry Styles’ Pleasing, with playful beauty and nail products, continue to capture the Gen Z spotlight.
Symrise is talking directly to the fellas on Instagram, spotlighting a treasure trove of cutting-edge ingredients powering the future of skincare. From Supervisome™ EPH, which protects against daily stressors and pollution, to Hydroviton® Insta, locking in moisture for that smooth finish, and Neo Heliopan® UV filters, shielding skin from intense UV rays—these innovations are shaping the way forward. Dive into more about these ingredients at Symselect.com. Which ingredients would you consider your go-to for targeted skincare needs? Whether you go for condition-focused solutions, science-backed formulations, inclusive marketing, or routines tailored to each generation, comment below on your picks!
