Why men are increasingly investing in skincare products

Concerns such as blackheads, wrinkles, and acne-prone skin are driving this shift.

Male consumers are increasingly adopting a wider range of skin care products, moving beyond basics like shaving and hair care.

According to a report by Euromonitor International, concerns such as blackheads, wrinkles, and acne-prone skin are driving this shift, with a rising emphasis on skincare routines bolstered by social media education.

In 2023, over 40% of male consumers favored day creams, moisturizers, and lotions, followed by eye creams and serums. This reflects a growing interest in addressing specific skin issues like wrinkles and dark circles, indicating opportunities for brands in the male skincare sector.

Globally, there's been an uptick in the use of anti-ageing products among men, who are increasingly leveraging skincare knowledge for targeted treatments.

“As men tap more into leveraging skin care knowledge to introduce products with targeted treatment, we can also expect advanced care segments to premiumise ingredient composition,” the report added.

Moreover, the trend towards ingredient-focused skincare solutions is gaining momentum, with products incorporating peptides, alpha hydroxy acids, retinol, and hyaluronic acid for targeted treatments like anti-ageing and acne management.

The report also found that celebrity endorsements are influencing consumer choices, with 6% of male consumers seeking skincare products endorsed by celebrities in 2023, up from 3% in 2022. 

Brands like those launched by Brad Pitt and John Legend are leading this charge, promoting authenticity in product offerings.

The global men’s skincare market is projected to grow at a 3% CAGR (6% in current terms) from 2023 to 2028, outpacing traditional sectors like men’s shaving and hair care.