In the heart of New York’s Fifth Avenue or the polished counters of Harrods in London, it’s no longer surprising to see men browsing through serums, fine fragrance-infused deodorants, or eye creams with the same level of intent as they would a well-tailored suit.
What was once niche—often awkwardly marketed or gift-purchased by someone else—has evolved into a booming category of personal investment and quiet luxury: high-end male grooming.
Among Gen Z consumers, particularly those in Europe and North America, the shift is palpable. Gone are the days of simply grabbing a 3-in-1 body wash from the drugstore. Today’s young men are experimenting with active ingredients, layering skin serums, and selecting moisturizers with the same discernment their female counterparts have long exhibited.
In fact, according to Mintel, 68% of Gen Z men in the US aged 18–27 were using facial skincare products by the end of 2024—up from just 42% in 2022. This represents a cultural sea change in a market long hindered by hesitation.
From cult skincare labels like Dr. Barbara Sturm and Augustinus Bader to more accessible but aesthetically sophisticated brands such as Aesop or Kiehl’s, men are exploring, sampling, and sharing their routines on social media.
Platforms like TikTok have empowered this wave of experimentation. It’s not uncommon to find a 24-year-old TikToker breaking down the benefits of niacinamide before recommending a Tom Ford fragrance as the finishing touch to a nighttime routine.
The rise of premium deodorants with fragrance profiles rivaling niche perfumes is another key signpost. Instead of settling for vaguely labeled scents like “cool” or “fresh,” brands like Salt + Stone, Native, and Cremo are bottling sophisticated olfactory stories—bergamot, neroli, red apple, amber—offering consumers not just freshness, but a fine-fragrance experience. Deodorant, once an afterthought, is now becoming a sensory ritual.
Luxury male grooming is no longer confined to occasional indulgence. Thanks to the smart year-round positioning of giftable sets, more men are discovering complete product ecosystems. Brands have caught onto this, designing bundles that cater not only to seasonal gifting occasions like Father’s Day or Christmas but to everyday acts of self-care.
Dior Homme’s skincare trio, featuring a gel cleanser, toner, and revitalizing serum, is just as likely to be found in a bachelor’s bathroom as it is in a gift box. Creed’s Aventus gift set, complete with scented body lotion, signals both luxury and self-investment.
While retail data shows strong growth in brick-and-mortar male beauty sales (Boots UK saw a 14% year-on-year increase in male customers purchasing beauty products in 2024), the real battleground is online. Amazon now dominates men’s personal care, with US men spending 54% of their grooming budgets on the platform—four times more than at Sephora.
Fragrance alone saw 19% growth on Amazon from 2023 to 2024, outpacing women’s fragrance. Brands that fail to capture male consumers on Amazon risk missing massive growth opportunities, especially among Gen Z and millennial buyers who prioritize convenience and discretion alongside premium quality.
But this isn’t just about convenience. The growth of male luxury grooming also parallels a broader shift in how masculinity is understood and portrayed. When boxing legend Mike Tyson appeared in a campaign for natural grooming brand Dr. Squatch, it was more than just clever marketing.
It was a humorous but clear statement: toughness and self-care are not mutually exclusive. In fact, the modern man is expected to be both—resilient yet refined, emotionally open yet meticulously styled. Masculinity today is a mosaic of past ideals and emerging sensibilities, and beauty brands are playing a critical role in defining that narrative.
In upscale spas and boutique hotels from Stockholm to Santa Monica, male-specific treatments are rising. Picture a rejuvenating face mask laced with gold microparticles, followed by a lightweight, saffron-infused moisturizer, or a salt scrub with notes of cedarwood and vanilla—all designed specifically for male skin and taste. These are no longer niche offerings; they are becoming essentials in the luxury wellness experience, reshaping how men engage with self-care rituals.
This shift has also ushered in the cross-pollination of grooming and fashion. Imagine high-end footwear brands like Tricker’s embedding scent microcapsules into leather linings, or luxury menswear labels like Thom Browne collaborating with fragrance houses to create suit-safe garment sprays.
These integrations hint at a future where scent, skincare, and self-expression are seamlessly woven into the male wardrobe—not as afterthoughts, but as vital layers of personal identity.
Even more notably, the role of community in this transformation cannot be ignored. Whether it’s through Reddit threads, grooming subcultures on TikTok, or dedicated Discord skincare groups, men are no longer navigating this space alone.
They're exchanging tips, reviewing products, and advocating for more nuanced definitions of male self-care. This networked culture is enabling men to articulate their personal grooming preferences with increasing confidence—and demand that brands respond with equally thoughtful solutions.
Ultimately, luxury male grooming is not a fleeting trend. It’s a cultural reckoning, a reflection of changing values and identities. Men are no longer passively receiving products. They’re curating rituals. They’re questioning labels. They’re redefining what it means to look—and feel—good.
The next frontier in luxury grooming won’t just be about more advanced formulas or sleeker packaging. It will be about emotion, empowerment, and identity. And the men leading this charge? They’re already investing in themselves—one serum, one scent, one ritual at a time.