Male skincare routines in Australia rise 20.7% in five years

Those aged 35 to 49 remain the largest group of skincare users.

Male skincare routines in Australia have risen 20.7% over the five years to June 2025, reflecting growing interest in self-care amongst men, according to a new report by Roy Morgan.

In the 12 months to June 2025, 14.4 million Australians aged 14 and over used skincare products, up from 13 million in June 2021 — an increase of 10.1%, or just over one million more users.

Amongst men, 43.4% now use skincare products, up from 40.5% five years ago. Male skincare users grew from 4.2 million in 2021 to 4.9 million in 2025, an increase of 702,000 (16.7%). Amongst women, usage remains high but slightly declined, from 82.5% to 81.5%.

Australians aged 35 to 49 remain the largest group of skincare users at 3.5 million, whilst those aged 65 and over recorded the fastest growth, up 19.2% (478,000 users) in five years.

The number of Australians with a skincare routine increased from 7.67 million in 2021 to 8.65 million in 2025, a rise of 12.8%. Amongst men, the number with a routine grew from 1.79 million to 2.19 million, up 372,000 (20.7%).

Younger men showed the strongest growth. Men aged 14 to 24 increased skincare routine adoption by 28.1%, from 366,000 to 469,000.

Men aged 25 to 34 rose 39.1%, from 363,000 to 505,000. Men aged 50 to 64 increased 21.4%, from 271,000 to 329,000.

Women continue to lead skincare use. Amongst women aged 14 to 24, routine adoption grew 18.5%, reaching 984,000. Women aged 65 and over increased by 13.6%, adding 158,000 more users since 2021.

Skincare use in Australia continues to expand, with men driving the strongest growth and self-care becoming an increasingly common part of daily life.