Male consumers are increasingly diversifying their skincare routines beyond basic shaving and hair care, driven by concerns such as blackheads, wrinkles, and acne-prone skin. According to a recent report by Euromonitor International, this shift is bolstered by social media education, highlighting specific skincare issues.
More than 40% of male consumers favored day creams, moisturizers, and lotions, with eye creams and serums also gaining popularity. This trend underscores a growing interest in addressing skin-specific concerns like wrinkles and dark circles, signaling significant opportunities for brands in the male skincare sector.
Globally, there has been a notable rise in the use of anti-ageing products among men, who are increasingly employing skincare knowledge to seek targeted treatments. “As men tap more into leveraging skincare knowledge to introduce products with targeted treatment, we can also expect advanced care segments to premiumise ingredient composition,” the report noted.
The trend towards ingredient-focused skincare solutions is gaining momentum, with products incorporating peptides, alpha hydroxy acids, retinol, and hyaluronic acid for purposes such as anti-ageing and acne management.
Celebrity endorsements are also playing a pivotal role in influencing male consumer choices, with 6% actively seeking skincare products endorsed by celebrities in 2023, up from 3% in 2022. Brands associated with celebrities like Brad Pitt and John Legend are capitalizing on this trend, emphasizing authenticity in their product offerings.
Looking ahead, the global men’s skincare market is projected to grow at a compound annual growth rate (CAGR) of 3% from 2024 to 2028, surpassing traditional sectors such as men’s shaving and hair care in growth prospects. This growth trajectory underscores the evolving landscape of male grooming preferences and the increasing importance of tailored skincare solutions in the market.
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