Male Shoppers are Learning the Value of Cosmetics and Skincare

In the past few years, there has been a big change in how men view and use cosmetics and skincare products. Before, men were seen as a smaller, more specialized group of customers in these areas. Now, they are breaking away from the usual stereotypes. 

Men are trying out a wider range of beauty and skincare items. This change is part of a larger shift in society where men are challenging old ideas about gender roles. Men are understanding the importance of personal care, specifically in skincare.

In this article, we’ll talk about how men are changing the way they buy cosmetics and skincare products. We’ll look at why this change is happening, what it means for the industry, and how it could lead to a future where beauty and personal care are more inclusive and diverse.

Changing Views

In the last few years, ideas about what it means to be a man have changed a lot. This is now affecting how men think about skincare and cosmetics. Men are now taking better care of themselves. This goes against old ideas that suggested skincare is mostly for women. 

New studies in Cosmetics and Toiletries reveal that men are starting to understand how taking care of their skin is connected to staying healthy. Good skincare for men is suddenly seen as important, especially when it comes to shaving and washing their faces.

According to Straits Research, the 2022 global skincare market was valued at almost 13 billion dollars, and the market is expected to increase to over 19 billion dollars between 2023 and 2031. New trends in men’s skincare are expected to emerge in herbal and natural products and include a focus on ecommerce. 

One notable manifestation of this changing landscape is the strategic move by major brands to cater specifically to the skincare needs of men. Dove, a prominent player in the beauty industry, has played a pioneering role in this transformation. Dove’s introduction of a skincare line tailored for men signifies a commitment to inclusivity. They focused on acknowledging the unique concerns men may have regarding their skin. 

This new product release recognizes that more men are using these kinds of products. It also pushes the industry to change and come up with new ideas in response to the way culture is changing. Dove entering the men’s skincare market is a perfect example of big brands realizing that things are different now. Those brands are adjusting to include men as important customers in a market that used to mostly focus on products for women.

Factors Driving the Trend

Cultural Shifts

Men actively participating in the skincare and cosmetic industry are affected by the evolving perceptions of masculinity and changing societal norms. Traditional stereotypes that confined men to limited expressions of grooming and self-care are giving way to a more inclusive and progressive understanding of personal wellness. 

Men’s Health published an article providing men with skin care tips based on their age, focusing on cleanser, sunscreen, and lightweight moisturizer for men in their 20s, and advancing to retinal, wrinkle treatment, and heavy moisturizers as they age. Understanding age ranges for product usage is a great way to inform marketing campaigns for products.

Today, people appreciate being genuine and unique. This gives men the freedom to move away from old ideas and try out beauty routines as a way to express themselves. Hyram, who has his own skincare products and a popular YouTube channel, talks to millions of followers about taking care of their skin. Social media and the breaking down of strict ideas about what men and women should do have been really important in making this cultural change happen.

Platforms like Instagram and YouTube have provided spaces for diverse voices and beauty standards, fostering a more inclusive dialogue on skincare that resonates with men of various backgrounds, ages, and identities. According to Forbes, young men are leading the market in purchasing both skincare and cosmetics. Older men, however, tend to be more concerned about the appearance of their skin and will focus on skincare products alone. 

As cultural norms continue to shift, men are empowered to embrace a holistic approach to self-care that encompasses skincare, challenging stereotypes and contributing to a more diverse and accepting beauty landscape.

Health and Wellness Awareness

The increasing trend of men engaging with skincare and cosmetics is closely tied to a heightened awareness of health and wellness. Men today recognize that skincare is not merely a cosmetic endeavor but an integral part of maintaining overall health. 

Wearing sunscreen regularly will not only help with wrinkles, but protect against skin cancer. Proper cleansers can prevent acne and clogged pores. The acknowledgment that a well-cared-for complexion contributes to a person’s sense of well-being has driven men to adopt skincare routines. 

Influence of Social Media

Social media, like Instagram and YouTube, has been a big part of changing the old ideas about what’s considered beautiful and getting men more involved in skincare and makeup. Platforms such as these have become powerful tools to challenge the old rules about who can use these products. People like James Charles, who was the first male spokesperson for CoverGirl, have been important in breaking down these old ideas. James Charles used his social media to show that makeup and skincare can be ways for men to express themselves.

When big makeup brands like CoverGirl started working with men, it showed that beauty isn’t just for one gender. The open and accepting conversations on social media have given men the confidence to share their own skincare and makeup journeys. This is part of a bigger change in society where diverse expressions of beauty are embraced.

Expanding Market Dynamics

The expanding dynamics of the skincare and cosmetics market are increasingly shaped by the growing presence of men as active consumers. The industry has witnessed a notable increase of products tailored specifically for men’s skincare needs, although there is no solid data currently on whether marketing men’s branded skincare or unisex skin care is the better option. 

From cleansers to moisturizers and concealers, brands are introducing a wide array of grooming products designed to address the unique concerns faced by men. Additionally, companies like 2250 have created a system of customized skin care products based on AI. These products are formulated for specific needs, and can be updated every few months as consumers’ skin evolves.

This evolution reflects a departure from the conventional one-size-fits-all approach, acknowledging that men may have distinct requirements in their skincare routines. As a result, the market is witnessing new and innovative formulations. This shift not only expands the product offerings in the industry but also contributes to the normalization of skincare as an essential aspect of men’s daily self-care routines.

Implications for the Industry

  • Product Innovation: The influx of male consumers has prompted cosmetic and skincare brands to innovate and diversify their product lines. This includes developing formulations that cater to specific skin concerns common among men, such as shaving-related irritation and sun damage.
  • Marketing Strategies: Advertisers are adjusting their strategies to appeal to the growing male consumer base. Campaigns have increasingly focused on inclusivity, showcasing men of all backgrounds and ages as part of the beauty conversation.
  • Educational Initiatives: With men navigating relatively new terrain in skincare, there is an increased emphasis on education. Brands like Dermalogica and Geologie are providing online resources to help men understand their unique skin care needs and the benefits of adding a skincare routine into their daily lives.


Things are changing in the world of makeup and skincare, and men are becoming more interested and thoughtful about the products they use. As society changes, the beauty industry is likely to keep growing and coming up with new ideas. The fact that more men are getting into beauty challenges old ideas about what’s normal, and it’s a good sign that we’re moving towards a more inclusive and diverse way of taking care of ourselves.

In this era of breaking barriers, the beauty industry is set to celebrate and embrace the diversity of consumers, regardless of gender. Get the data you need on your consumers with Bizrate Insights today!