68% increase in male skin care usage: What’s driving the surge?



In recent years, the male skin care market in the US has witnessed significant growth, marked by a notable 68% increase in facial skin care usage among men from 2022 to 2024, according to market research firm Mintel. This surge is fueled by shifting cultural norms, an evolving perception of masculinity, and a growing awareness of skin care benefits.

As younger generations, particularly Gen Z, embrace self-care and personalized skin care routines, the industry is responding with innovative products and marketing strategies. We spoke to Carson Kitzmiller, Senior Analyst in Beauty & Personal Care at Mintel to explore the driving forces behind these trends and discuss how cosmetics and personal care product manufacturers can capitalize on the burgeoning male skin care market. 

CDU: What do you think are the primary reasons behind the 68% increase in facial skin care usage among US men from 2022 to 2024?

Carson Kitzmiller (CK)​: I think this can be attributed to several factors. These include a cultural shift towards inclusive grooming, increased availability of male-specific skin care products, social media, and an evolving concept of masculinity that embraces self-care.

Furthermore, more men have become aware of skin care benefits, and there’s an increased focus on holistic approaches to grooming. Indeed, the water level among all consumers, both male and female, continues to rise as it relates to facial skin care engagement, and men are now more apt to incorporate these formats to benefit their appearance and skin health.

CDU: What specific factors are driving Gen Z men to use facial skin care products at higher rates compared to other age groups?

CK​: Gen Z and Millennial men are increasingly turning to specialized facial skin care products tailored to meet specific skin objectives. These younger demographics are actively seeking out skin care solutions designed to moisturize, soothe, combat acne, and enhance mood, illustrating a trend where skin care serves both practical purposes and contributes to overall wellness.



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