Over the past few years, the male grooming industry has broken free from traditional boundaries, evolving from basic, functional products focused on cleansing and care to a highly personalized and premium sector.
In particular, the European and American markets have seen a transformation in cultural attitudes and consumer behavior, with men increasingly engaging in self-care, driving the demand for high-end grooming products. According to Euromonitor International, the global male grooming market reached a total value of $61.3 billion in 2024, with a growth rate of 6.4%.
This number not only reflects the increasing interest in male grooming but also highlights the explosive potential of the market. In this context, retailers such as Boots in the UK and Amazon in the US have been proactive in expanding their men's grooming categories. Boots, for instance, reported a 14% increase in male consumers purchasing beauty products in 2024, indicating that grooming is moving from the fringes of the market to the mainstream.
A particularly notable shift is taking place among younger male consumers aged 18 to 34. Research shows that in the US, these men are twice as likely to consider buying beauty products in 2024 compared to 2020. This change represents not only a shift in purchasing habits but also a deeper transformation in how men view self-image.
Behind this trend, social media plays a pivotal role. Platforms such as TikTok and Instagram are rapidly spreading the message of male grooming, with influencers and celebrities leading the charge. By sharing their personal routines, skincare tips, and product recommendations, they are inspiring many young men to follow suit and embrace grooming as a form of self-expression and style.
One of the most significant forces driving this transformation is Gen Z. According to Mintel, in 2024, 68% of Gen Z men in the US began using facial skincare products, a dramatic increase from 42% in 2022. This surge reflects a broader trend of exploration and experimentation among younger men. They are not just satisfied with traditional grooming products but are increasingly trying face masks, serums, anti-aging treatments, and even branching into makeup.
James Charles, a well-known beauty influencer, is a prime example of this shift. By frequently sharing his skincare and makeup routines, he has helped reshape how young men approach beauty and grooming, turning it into an important aspect of their personal identity and style.
As male grooming continues to gain traction, Amazon has emerged as the dominant platform for purchasing grooming products. A study by Front Row reveals that American men are now spending four times as much of their skincare and grooming budget on Amazon (54%) compared to specialty beauty retailers like Sephora (14%). This growth is fueled not only by the platform's massive product selection and competitive pricing but also by its personalized marketing strategies.
Amazon’s recommendation algorithms provide tailored grooming product suggestions, helping men choose products that match their skin type, preferences, and even desired fragrance profiles. As a result, brands that ignore the male consumer segment on Amazon risk losing out on significant growth opportunities.
The rise of sophisticated male grooming products is another trend to watch. Traditionally, men’s grooming products focused on basic functions, often marketed with descriptors like "fresh" or "cool." However, there has been a marked shift towards high-end fragrances and intricate formulations in recent years. Men are increasingly opting for products that offer more than just basic grooming—they are looking for sensory experiences and premium ingredients.
Fragrances have seen a significant evolution, with scents like Italian bergamot, neroli blossom, and vetiver now gracing men’s deodorants and skincare products, previously reserved for high-end perfumes. Brands such as Salt + Stone, Native, and AKT are leading the charge, blending natural ingredients with complex scent profiles to elevate everyday grooming essentials into fine fragrance experiences.
This shift also reflects a broader cultural evolution in how men view masculinity. With figures like boxing legend Mike Tyson becoming the face of Dr. Squatch, a male grooming brand, the ad campaigns are challenging traditional ideas of masculinity. Tyson’s role in the campaign combines humor with a message that men can embrace self-care without sacrificing their "tough guy" image.
This message resonates with today’s male consumer, who is increasingly open to expressing emotional vulnerability and taking care of themselves. The notion of masculinity is no longer confined to rigid, traditional standards but is becoming more fluid and inclusive, with men feeling more comfortable embracing self-care and grooming rituals.
As we look toward the future, the male grooming market is expected to grow even more diverse and personalized. From basic skincare to advanced makeup and grooming routines, the industry is set to become an integral part of the consumer goods sector. Brands will need to innovate, offering tailored solutions that cater to the unique needs of young male consumers who seek not just functional products but also those that align with their personal style and self-expression.
This could mean the rise of customizable skincare kits that allow men to select ingredients and fragrances based on their skin type and lifestyle preferences, marking the beginning of an era of personalized grooming services.
In conclusion, the rapid growth of the male grooming market is being driven by younger male consumers who are increasingly moving beyond basic care and embracing more complex, high-end, and personalized products.
This shift in attitude and behavior presents a significant opportunity for brands to cater to the evolving needs of male consumers, with the future of the market being defined by diversity, emotional expression, and premium experiences. As the grooming industry continues to evolve, the demand for luxury and tailored products will play a key role in shaping the future of men's self-care.