New research from Mintel reveals a remarkable shift in the skincare habits of U.S. men, with more than half of men now incorporating facial skincare products into their daily routines. This marks a significant 68% increase from 2022, reflecting a growing awareness and interest in grooming and self-care among men.
Carson Kitzmiller, Senior Analyst in Beauty and Personal Care at Mintel, commented on the shift, noting that younger men, in particular, have become more dedicated to skincare. “Over the last two years, we have seen a significant increase in facial skincare usage among men, especially younger men,” said Kitzmiller. “Our research shows a growing market for male skincare products as younger men are willing to invest in higher-end products, specifically those touting clean ingredients.” This trend underscores how modern men are embracing skincare not just as a grooming necessity, but as an integral part of their wellness and self-care routines.
Mintel: Over Half of U.S. Men Now Use Skincare Products. Among the most notable groups driving this trend are Gen Z men (ages 18-27), with 68% of them now using facial skincare, a substantial jump from just 42% in 2022. This demographic is also more inclined to purchase premium skincare products. Over 40% of men aged 18-34 opt for premium facial moisturizers over mass-market options, while 33% of Gen Z men who use facial skincare are investing in higher-end products. The preference for premium skincare extends beyond facial products, as 35% of men in this age group are also purchasing premium hand and body lotions, compared to just 21% of all male consumers.
As younger men show greater interest in skincare, Mintel: Over Half of U.S. Men Now Use Skincare Products. brands in the beauty and personal care (BPC) industry must adapt their offerings to meet this demand. Kitzmiller adds, “To effectively engage this audience, BPC brands must lean into the clean beauty space by underscoring their dedication to safe, non-toxic ingredients. By prioritizing thoughtful inclusions—and exclusions—brands can cultivate consumer trust, build brand loyalty, and encourage use across BPC sub-categories.” This shift highlights how transparency around ingredients is becoming increasingly important to consumers.
The research also indicates that 46% of men aged 18-34 consider clean ingredients a crucial factor when making purchasing decisions. Furthermore, 60% of men who have previously bought clean personal care products say they’ve stopped using a product in the past year due to concerns about the safety of the ingredients. This trend reflects a growing desire for transparency and trustworthiness, with men becoming more discerning about what they put on their skin.
In conclusion, as more U.S. men embrace skincare, the demand for premium, clean, and high-quality products continues to rise. Mintel: Over Half of U.S. Men Now Use Skincare Products. For brands to succeed in this rapidly growing market, they must align with these values, focusing on clean beauty and offering premium products that cater to the evolving preferences of male consumers.
