This expected uptick in men’s skincare purchasing is linked to several drivers, including a shift in consumer consciousness about the importance of skincare, South Korean influences on the skincare market, and prestige brands jumping in the men’s skincare game.

Skincare used to be the domain of women. Today, that notion has been flipped on its head, as consumer attitudes about who should use skincare products shifts and expands. 

“In recent years, the notion that men can’t or shouldn’t be using skin-care products or caring more in general about all aspects of their appearance has been receding,” said Andrew Stablein, research analyst at Euromonitor International, according to CNBC.

No longer viewed as a purely cosmetic effort, skincare today is seen as a routine and necessary part of grooming and maintaining good health – for everyone. 

“The same principles of skincare hold true for both men and women. Men’s skin is no less sensitive or prone to aging and skin cancer compared to women,”  Dr. Joshua Zeichner told Marie Claire. 

Moreover, with increased media coverage about the importance of maintaining skin health and appearance in publications as diverse as Esquire to The New York Times, general consumer interest in skincare has never been so high. The recent boom in men’s skincare product purchasing and the projected segment growth is thus a natural outgrowth of the current consumer skincare craze. 

The growing interest in men’s skincare is also linked to the incredibly prominent influence K-Beauty has had on U.S. culture. In addition to bringing innovative products, like sheet masks, into Western markets, the K-Beauty explosion has also brought along new attitudes about skincare. Most notably, the use and importance of a skincare routine for all.

“South Korean men have long embraced beauty products deemed unmarketable to their Western counterparts. Over the past decade, they have become the world’s biggest male spenders on skincare, a market that grew by 44% in the country between 2011 and 2017, according to Euromonitor,” writes Jessica Rapp for CNN. “Some beauty brands are betting on Western men joining the pursuit of perfect brows and flawless skin…”

As K-Beauty continues to shape the attitude towards skincare in the United States, South Korean beliefs about the importance of men’s skincare will also help make this segment soar.

Finally, experts are predicting a surge in the men’s skincare market, thanks to a recent deluge of prestige and direct-to-consumers brands joining the game. 

Since last year, prestige skincare brands have dominated the overall market. Now, these same prestige, indie, and direct-to-consumer brands are launching products geared towards men – and seeing huge success with viral social media marketing.

“In the prestige channel, skin-care brands outside of the top 20 now own the largest share of market sales. On average, the last two years have seen over 100 new brands debuting in department and specialty stores,” Larissa Jensen told Fashionista. “Newer brands will continue to make waves in skin care as long as the consumer is ready to try new things — a sentiment that has increased in recent years — and is finding an emotional connection through social media.”

The potential of the men’s skincare market cannot be underestimated. Consumer interest in skincare, K-Beauty influences and proliferation of brands and products designed for men will help drive the market in 2019 and beyond.