Men’s Skincare Products Market Size, Share & Trends Analysis Report By Type (Synthetic, Natural/Organic/Herbal, Others), By Product (Shave Care Products, Creams and Moisturizers, Sunscreen Products, Cleansers and Face Wash, Others), By Distribution Channel (Supermarkets and Hypermarkets, Convenience Stores, Pharmacies, E-commerce, Others) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2024-2032

Men’s Skincare Products Market Size and Trends

The global men’s skincare products market was valued at USD 13.56 billion in 2023. It is estimated to reach from USD 14.12 billion in 2024 to USD 20.15 billion by 2032, growing at a CAGR of 4.5% during the forecast period (2024–2032). Men's demand for high-quality skincare products has increased as they become more aware of the importance of skincare and the need to maintain a healthy, youthful appearance. Moreover, the growing trend of men taking an active role in their personal grooming, combined with the rise of social media, has resulted in a greater emphasis on skincare and self-care.

Highlights

• Synthetics dominate the type segment
• Shave care products dominate the product segment
• Supermarkets and hypermarkets dominate the distribution channel segment
• Asia Pacific is the highest shareholder in the global market

Skincare encompasses various practices aimed at preserving the skin’s health, enhancing its appearance, and treating skin conditions. Key aspects include maintaining a balanced diet, limiting sun exposure, and using emollients properly. Additionally, aesthetic treatments such as cosmetics, botulinum toxin injections, exfoliation, fillers, laser resurfacing, microdermabrasion, chemical peels, retinol therapy, and ultrasonic skin treatments can further improve skin appearance.

Daily skincare routines are crucial for preventing dermatitis, treating skin injuries, and addressing other skin issues. Despite this, many men underestimate the importance of professional skincare and daily facial cleansing. Without a proper skincare regimen, men face increased risks of skin cancer, acne, and premature wrinkles.

Men’s skincare products often feature practical packaging and simplified routines compared to women’s products. These products typically have lighter textures and come in conventional formats such as gels, gel creams, and lotions. Special attention is needed for the beard area, as shaving can lead to irritation and increase the risk of ingrown hairs. Tailored skincare solutions help mitigate these issues, ensuring healthier and more resilient skin.

Men’s Skincare Products Market Growth Factors

Growing e-commerce retail market

Several factors are driving the expansion of the e-commerce retail market for men's skincare products. One key factor is the privacy and anonymity that online shopping offers. Many men prefer purchasing grooming products online to avoid the embarrassment or self-consciousness they may feel in physical stores. A Mintel survey revealed that 42% of men in the U.S. prefer to buy personal care products online due to this lack of embarrassment.

The growth of mobile commerce (m-commerce) has further accelerated the expansion of the e-commerce retail market for men's skincare products. The convenience of shopping via mobile devices has made it easier for consumers to browse and purchase products on the go, contributing to increased sales and market penetration.

As more men turn to online platforms for their skincare needs, this trend presents a significant opportunity for brands to capitalize on the growing e-commerce sector by offering tailored products, enhancing the online shopping experience, and leveraging digital marketing strategies to reach a broader audience.

Men’s Skincare Products Market Restraining Factors

Growing presence of counterfeit products 

The presence of counterfeit products in the men's skincare market presents a significant restraint, threatening both consumer safety and the integrity of legitimate brands. Counterfeit products infringe on intellectual property rights while compromising product quality, safety, and effectiveness, ultimately removing consumer trust. A 2021 study by the International Federation of the Cosmetic Industry (IFCI) revealed that counterfeit cosmetics and personal care products account for about 7% of the global market, posing substantial risks to consumer health. Likewise, the U.S. Food and Drug Administration (FDA) found in a 2022 report that nearly 20% of counterfeit cosmetic products tested contained hazardous substances like mercury, lead, and other toxic chemicals, endangering consumers with potential adverse health effects. Such factors restrain market growth.

Men’s Skincare Products Market Opportunities

Rising penetration of herbal/natural skincare products

The rising penetration of herbal and natural skin care products is emerging as a key opportunity in the global men’s skincare products market. This trend is primarily fueled by the growing consumer awareness of the potential side effects associated with synthetic ingredients and an increasing preference for natural and organic alternatives.

Several factors contribute to the demand for herbal and natural products within the men’s skincare segment. Firstly, heightened concerns over skin health and environmental sustainability have prompted a significant shift in consumer preferences towards eco-friendly and natural skincare solutions. A survey by Mintel revealed that 56% of men in the U.S. prioritize natural ingredients when purchasing skincare products, highlighting the importance of this trend.

Secondly, the rising prevalence of skin conditions such as acne, eczema, and dermatitis has driven men to seek out gentle, plant-based formulations that are less likely to cause irritation or adverse reactions. Research by the International Natural and Dermatological Sciences indicates that plant-based extracts and essential oils have shown promising results in treating various skin conditions, further bolstering the demand for these products.

Moreover, the influence of social media, particularly through male beauty bloggers and influencers, has played a significant role in the growth of natural skincare products for men. These influencers have been instrumental in challenging traditional stigmas surrounding men’s grooming, encouraging a more holistic approach to skincare. Their endorsements and content have significantly contributed to the increased visibility and acceptance of herbal and natural skincare products in the men’s skincare market.

Men’s Skincare Products Market Regional Analysis

Asia-pacific dominates the global market

The Asia-Pacific region stands out as the largest market for men's skincare products globally and is poised for significant growth in the coming years. Home to over 4.7 billion people, this region accounts for nearly 60% of the world’s population, according to the United Nations Department of Economic and Social Affairs. This vast and rapidly growing population, particularly in emerging markets like China and India, has spurred a notable increase in demand for personal grooming products.

Rising disposable incomes and evolving lifestyles across many Asian countries are driving the growth of men’s skincare. In countries such as South Korea and Japan, cultural attitudes towards personal grooming are deeply ingrained, with skincare routines being a significant aspect of daily life.

• For instance, South Korea is renowned for its advanced skincare routines and innovative products, which have gained international popularity. Korean brands like Innisfree and Etude House have expanded their men's product lines to cater to this growing market segment.

China's expanding middle class and increasing awareness about personal care are also contributing to the surge in demand. Companies like L’Oréal and Shiseido have tapped into this market by launching tailored products for Chinese consumers. Moreover, India’s burgeoning urban population and rising awareness about grooming are driving growth, with local brands such as Beardo and The Man Company capitalizing on this trend.

North america

North America, while being the sub-dominant region in the global men’s skincare products market, shows robust growth driven by several key factors. The region's increasing awareness about personal grooming and skincare among men has been a significant growth driver. This shift is supported by the influence of social media and celebrity endorsements, which have elevated grooming to a prominent lifestyle factor.

Moreover, the availability of a wide array of specialized skincare products also plays a crucial role. In North America, men’s skincare lines are diverse, catering to different skin types and concerns. Major personal care brands like Procter & Gamble, Johnson & Johnson, and Estée Lauder Companies have launched dedicated men’s skincare ranges.

• For instance, Procter & Gamble's Gillette and Johnson & Johnson's Neutrogena have developed products specifically designed for men, addressing issues from anti-aging to acne treatment.

Social media and celebrity endorsements have further amplified the trend. Influencers and celebrities in the U.S. frequently highlight their grooming routines, driving consumer interest and brand loyalty. The rise of grooming influencers and the trend of “metrosexual” men in North America have significantly impacted the market, encouraging more men to invest in skincare.

Men’s Skincare Products Market Segmentation Analysis

By type

The global market is segmented into synthetic, natural/organic/herbal, and others. The synthetic segment holds the highest market share in the men's skincare products market, driven by its affordability and widespread availability. Synthetic skincare products, designed for cleansing, exfoliating, moisturizing, and protecting the skin, have become essential in men’s grooming routines. Consumers often favor synthetic products due to their lower cost compared to natural or herbal alternatives.

Moreover, the dominance of synthetic products is reinforced by their long-standing presence in the market, high industrial production, and a well-established global distribution network, making them readily accessible to consumers worldwide. This combination of factors continues to sustain the segment's market leadership.

By product

The global market is divided into shave care products, creams and moisturizers, sunscreen products, cleansers and face wash, and others. The shave care products segment is the dominant contributor to the men's skincare market, driven by continuous innovation and advancements by manufacturers. Companies have heavily invested in research and development, leading to the introduction of new and improved products that cater to diverse consumer needs. Innovations such as multi-functional razors, advanced shaving creams, and post-shave care solutions have enhanced the overall grooming experience, making this segment particularly popular. Moreover, the increasing focus on skin-friendly and natural ingredients in shave care products has attracted health-conscious consumers, further solidifying this segment's market leadership.

By distribution channels

The global market is bifurcated into supermarkets and hypermarkets, convenience stores, pharmacies, e-commerce, and other distribution channels. The supermarkets and hypermarkets segment dominates the global men's skincare market, offering a wide range of products from both local and international brands. These self-service superstores are designed to meet diverse consumer needs under one roof, making them a popular destination for men's skincare products. The convenience of purchasing natural and conventional skincare products alongside household items and groceries drives consumer preference. Moreover, the availability of well-known brands and competitive pricing further solidifies the dominance of supermarkets and hypermarkets in this segment, attracting a broad customer base and contributing significantly to market growth.

Recent Developments

• March 2024 - Dwayne "The Rock" Johnson introduced a new men’s skincare brand that emphasizes natural ingredients and a minimalist approach. This launch underscores the increasing consumer demand for high-quality, effective skincare products tailored specifically for men. Johnson's brand is set to cater to men seeking straightforward, yet premium, skincare solutions without the complexity of extensive routines.
• April 2024 - NBA superstar LeBron James and his business partner Maverick Carter launched a new men’s grooming line named Maverick Carter in collaboration with Walmart. This brand offers a comprehensive range of grooming products, including shaving essentials, skincare, and hair care solutions. The partnership with Walmart allows for widespread distribution and accessibility, making the brand available to a broad audience.