September 1, 2020

By 2027, the men’s skincare market will be worth a predicted $18.92 billion USD  and expand at a CAGR of 6.2%, according to new data. 

“The increased adoption of skin care and men’s expectations of themselves have evolved and the segment finds itself fired up and is ready for the next phase,” writes Cosmetics Business.  

The key three drivers behind the sizzling growth of the men’s skincare segment? Changing definitions of grooming and masculinity, expanded product offerings targeted specifically towards men, and a ramped up consumer desire for clean and green skincare.

To start, the projected growth for men’s skincare is linked to shifting attitudes about who skincare is for.

Once viewed as the sole domain of women consumers, skincare products for men are now viewed as mainstream. Many experts believe changing perceptions about masculinity, identity, and male grooming have led to this shift in consumer consciousness.

“Male beauty is definitely becoming more popular, especially with the rise of social media. Before, men maybe were too embarrassed to at least admit they’re using skincare items and even makeup,” Andrew Glass, founder of Non Gender Specific told Glossy.

Today, men can learn about skincare in any mainstream or male-focused publication, and the idea of a skincare regime has become widely accepted as part of a normal, healthy personal care routine for everyone.

Skincare for men is also expected to see surging sales over the next few years, due to expanded product offerings targeted specifically to the needs of the male consumer.

“Companies recognize that men have been underserved and are willing to upgrade their personal care routines with the right approach,” according to the Beauty and Self-Care Trends 2020 report by CB Insights.

Products that can help solve male-specific skincare issues, like the prevention of ingrown facial hairs, reducing redness from shaving, and taming excess sebum production have all helped grow the male skincare market over the past decade and will continue to do so in the future.

Finally, the projected growth in skincare for men is also expected to be driven by a desire for eco-friendly skincare products.

Today, consumers everywhere want clean, green, and eco-friendly skincare products and that includes male consumers.

According to a recent Mintel’s Men’s and Women’s Beauty and Grooming Routines report:

• 46% of men want their routines to be ‘clean’
• 16% of men were influenced by environmentally friendly packaging when buying skincare products
• 15% of men were swayed to purchase cruelty-free products

In short? Skincare brands that can tap into this desire for clean and environmentally friendly products, targeted specifically to the needs of male consumers, will be rewarded over the next five years.

Thanks to shifting consumer and industry attitudes about grooming, masculinity, and skincare, the men’s skincare market offers huge potential for growth, ingenuity, and innovation over the next five years.