Is Men's Skincare Taking Over the Beauty Aisle?

Skincare has historically been marketed toward women and capitalizes on aging stereotypes. The rise of Gen-Z has prompted an irreversible market shift, bending gender norms to allow for diverse creative expression. International beauty brands have taken note, catering to the male consumer through specific product offerings that promote clean packaging and organic ingredients.

According to Retail Intelligence Platform EDITED, the global men’s skincare market will earn over 23 billion USD by the end of 2023. Numbers will increase by 5.6% over the next seven years, attached to growing TikTok trends and celebrity wellness brands. “In particular, TikTok has seen real growth in male grooming content, with many men adopting the popular Get Ready With Me content style to share their skincare routines. In the past 12 months, there have been 69 million views for #menskincareroutine in the US. Thanks to the globalizing influence of social media, younger men are more interested in this content, with 89% of hashtag viewers between 18-24 years old,” explains EDITED.

The proof is in the pudding, seeing male content creators amass thousands of followers looking to protect their natural form. Carlos Deloye Harris Jr. shares his home cleaning, grooming, and exercise regimens with over half a million viewers weekly. On the other hand, Dallas-based creative Rasik Kaiser encourages a step-by-step structured lifestyle to 625-thousand TikTok subscribers.

FromIdris Elba‘s S’able Labs to Pharrell Williams‘ Humanrace, global personalities take skincare seriously and disrupt beauty clichés by fostering unapologetic hygiene. The latter doesn’t only focus on premium facial products, but transfers soothing formulas to body bars and creams that prevent irritation. Male consumers often turn to clean and natural looks, straying away from porcelain skin habits. While we break free from the traditional masculine chokehold, female-focused brands are expanding their product offerings for an inclusive audience.

The current generation has set itself apart by dissolving labels in the name of individuality, eliminating familiar navy, black, and khaki shades that define male drugstore products. Independent brands, from BL+‘s dark serums to Lumin‘s personalized grooming routine, now deck the halls of high and low-end retailers that attract broad crowds with an eye for physical health. Minimal packaging has become the norm, aligning coveted skincare with luxurious outputs that nurture high status.

“For Australian-based brand Patricks, it intentionally avoids showing men in the brand’s imagery and instead, showcases products alongside luxury accessories, such as sneakers and watches, making skincare aspirational. Humanrace has done several collaborations with adidas, further cementing skincare within the streetwear community.”

The male skincare industry only sees one way up: by expanding rapidly with no signs of slowing down. Whether you’re looking for a clear complexion, to reduce everyday redness, or to hydrate your skin, you’re just in time for a beauty revolution.

You can read EDITED’s full report here.
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