01 Rising Demand for Men's Skincare Products Men are increasingly expanding their grooming routines beyond traditional shaving and deodorant products toward skincare, including cleansers, moisturizers, serums, and targeted treatments. Growing awareness of skin health, self-care, and appearance is encouraging men to adopt more comprehensive skincare routines. NIQ highlights the growing influence of Gen Z men, ingredient-led products, and skincare routines in reshaping men's grooming. Skin care products accounted for 31.6% of the men's personal care market in 2025, reaching USD 15.09 billion, and are projected to grow at a CAGR of 9.12% during 2026–2034.
02 Growing Premiumization and Multifunctional Grooming Men are increasingly seeking premium, performance-focused, and multifunctional personal care products that simplify daily grooming routines. Natural ingredients, specialized formulations, fragrances, hair treatments, and products addressing specific skin and hair concerns are gaining attention as consumers become more willing to experiment with broader grooming categories. Hair care products accounted for 25.8% of the market in 2025, reaching USD 12.32 billion, while fragrances accounted for 15.7%, reaching USD 7.50 billion.
01 Growing Focus on Grooming and Skin Health Growing awareness of appearance, self-care, and skin health is encouraging men to adopt more comprehensive grooming routines. Mintel also reports increasing innovation in men's skincare and hair treatments, reflecting this shift in consumer behavior.
01 Price Sensitivity and Preference for Simple Grooming Routines Price sensitivity remains a challenge as some consumers prioritize essential grooming products and avoid unnecessary premium purchases. Men also continue to prefer simple and convenient routines, which can limit the adoption of multiple specialized products.
01 Expansion of Multifunctional and Personalized Products Products combining skincare, beard care, haircare, and other grooming functions can appeal to consumers seeking simpler routines while addressing specific personal care needs.
01 Intense Competition and Rapidly Changing Consumer Preferences Rapid changes in consumer preferences and increasing expectations for product efficacy require companies to continuously innovate and differentiate their offerings.
June 2026 Beiersdorf expanded its NIVEA MEN portfolio by launching advanced skincare products featuring dermatologist-tested formulations for hydration, anti-aging, and sensitive skin care. The launch strengthens its premium men's grooming offerings.
April 2026 L'Oréal introduced a new Men Expert skincare range with AI-backed skin analysis recommendations and science-based formulations. The products address growing demand for personalized men's grooming solutions.
January 2026 Procter & Gamble expanded its Gillette grooming portfolio with premium beard care and skincare products designed to provide a complete personal care routine for men.
September 2025 Unilever launched new Dove Men+Care body and face care products with enhanced moisturizing technology and sustainable packaging. The expansion supports the company's personal care sustainability initiatives.