Men’s grooming isn’t what it used to be ages ago. Not long ago, many men stuck to just soap, shampoo, and maybe a razor. But things are changing, and fast. Today, more men are taking care of their skin, hair, and overall appearance. They’re buying face washes, moisturisers, beard oils, hair styling products, and even cosmetics.
This shift in behaviour isn’t a trend that will fade. It’s a real change in how men view grooming and self-care. And for beauty brands, this is a big opportunity, one they shouldn’t ignore.
To know more about this evolution, jump straight into the blog and get to know how men’s grooming products will reshape men’s skincare!
The Evolution of Men’s Grooming
Needless to say, men’s grooming is one of the top beauty trends to watch in 2025. Skincare routines and self-care rituals were viewed as feminine and, in many cultures, discouraged among men. However, the last decade has seen a cultural overhaul.
Influenced by changing gender norms, increased focus on self-care, and the power of social media, men are becoming more invested in their appearance and health. The rise of influencers, K-pop idols, athletes, and male celebrities openly discussing and endorsing skincare routines has helped normalise men’s personal care.
Moreover, younger generations, especially Millennials and Gen Z, are far more accepting of gender fluidity in beauty, blurring the lines of traditional beauty standards.
Men’s Grooming: Beauty Industry Insights
According to market research and beauty industry insights, the global men’s grooming market was valued at over $75 billion in 2023 and is projected to reach $115 billion by 2030. Skincare is currently the fastest-growing segment within men’s grooming, followed by haircare and beard care.
Regions such as Asia-Pacific, particularly South Korea and China, are seeing explosive growth, driven by urbanisation, rising disposable income, and evolving perceptions of masculinity.
North America and Europe are also seeing increased traction, especially with the emergence of niche and indie brands that specifically target the modern male consumer.
What’s Driving the Men’s Personal Care Surge?
This change in men’s grooming has been a revolutionary one and will last for the coming years. But did you ever wonder what is actually driving this trend?
1. Changing Social Norms
The stigma once associated with men taking care of their appearance is fading, and concepts like “metrosexuality” or “skinmalism” have gained ground. Men are now encouraged to express themselves through their style and grooming habits.
2. Influencer Culture and Media
Platforms like Instagram, YouTube, and TikTok have played a major role in normalising grooming for men. Influencers and celebrities frequently share skincare routines, haircare tips, and product reviews, encouraging followers to invest in their own grooming.
3. Health and Wellness Movement
Men are becoming more conscious of what they put on their bodies. Clean beauty, sustainable and trending natural ingredients in skincare, and non-toxic formulations are just as important to male consumers as they are to females.
4. Rise of E-commerce and Direct-to-Consumer Models
Online retail has made it easier than ever for men to explore and purchase grooming products discreetly. Subscription services and DTC brands offer personalised grooming products for men that eliminate the intimidation factor of walking into a beauty store.
5. Tailored Solutions and Product Innovation
Brands are now offering products designed to address specific concerns like oily skin, razor bumps, thinning hair, or beard dandruff, issues that resonate with male consumers.
Opportunities for Beauty Brands
For brands already in the beauty space, the men’s grooming market offers a valuable opportunity for expansion and diversification. Here’s how you, as a personal care brand, can effectively benefit from this evolution:
1. Develop Male-Centric Products (Not Just Rebranded Versions)
Simply slapping a masculine label or changing the colour scheme to black and grey isn’t enough. Brands should invest in R&D to understand men’s unique skin and hair biology and formulate accordingly.
2. Embrace Inclusive Marketing
Your marketing strategy must show grooming as a broader self-care and wellness lifestyle. You should create campaigns that emphasise confidence, performance, and health over traditional beauty so you can resonate more with male audiences.
3. Leverage Education and Content
Many men are new to grooming routines and may not know where to start. As a beauty brand, you can establish authority and build trust through educational content—think how-to videos, skin analysis tools, and blogs explaining the benefits of men’s beauty products.
4. Tap into Subcultures and Communities
From fitness enthusiasts to gamers and bearded hipsters to clean-shaven professionals, the diversity in the male grooming space is vast. Hence, you should understand the unique needs and lifestyles of different male subcultures to create more targeted, resonant campaigns and product offerings.
5. Sustainability and Transparency Matter
Male consumers, particularly those under 40, are becoming more environmentally and ethically conscious. They appreciate brands that are transparent about their ingredients, sourcing, and packaging. So, if you offer eco-friendly, cruelty-free, and sustainable products, you will be able to stay strong in a competitive market.
Conclusion
Grooming is no longer just about shaving or getting a haircut. It’s about feeling good, staying healthy, and taking care of yourself. Men are starting to understand that, and they’re looking for brands that understand it too.
The future of grooming is inclusive, smart, and focused on real needs. Whether it’s a daily face wash or a monthly beard trim, men want to feel confident in their routines and the products they choose.
So, if you want to leverage this booming market of men’s grooming, you should act now and include men’s skincare in your unique skincare line.
Apart from that, if you need help outsourcing the development and manufacturing process, you can contact our private label skincare at Naturo & Orgo.
FAQs
Q. Why is men’s grooming becoming more popular now?
Ans. Men’s grooming is growing due to changing social norms, greater awareness of self-care, influence from social media, and the rising availability of easy-to-use products.
Q. Do men really need different skincare than women?
Ans. Yes. Men’s skin tends to be thicker, oilier, and more prone to enlarged pores and ingrown hairs due to shaving. While some unisex products work fine, men often benefit from formulas tailored to their specific skin needs and lifestyle.
Q. Is men’s grooming just a trend or a long-term shift?
Ans. It’s a long-term shift. The market is expected to grow significantly over the next 5–10 years. As attitudes toward self-care continue to evolve, grooming will remain a key part of men’s wellness routines.
Q. Are men interested in clean and sustainable beauty products?
Ans. Yes, especially younger men (Millennials and Gen Z) care about natural ingredients, cruelty-free products, and eco-friendly packaging.
Q. What age group is driving the growth in men’s grooming?
Ans. Primarily men aged 18–35, but the interest is spreading across all age groups. Gen Z are especially open to skincare and beauty routines, while older men are starting to invest more in anti-ageing and beard care products.