Men’s Beauty and Personal Care in the United States

The United States men’s beauty and personal care market is undergoing a significant transformation, characterized by robust growth that outpaces the overall beauty sector. This expansion is fueled by fundamental shifts in societal perceptions of masculinity, moving away from traditional norms towards an embrace of self-care, wellness, and individual expression. Social media platforms and digital influencers play a pivotal role in normalizing grooming practices, educating consumers, and driving product discovery, particularly among younger generations.

Market data indicates a projected compound annual growth rate (CAGR) for the U.S. men’s segment of 7.9% from 2025 to 2030, exceeding the 7.1% CAGR projected for the total U.S. beauty market. Skincare has emerged as a dominant and rapidly growing category, with men adopting more sophisticated routines and seeking targeted solutions with specific functional benefits and high-performance ingredients. Concurrently, demand is rising for natural, organic, and ethically sourced products, reflecting broader conscious consumerism trends. Branding strategies are evolving, with a notable increase in gender-neutral and inclusive approaches alongside traditional masculine positioning.

Consumer behavior exhibits significant generational divides. Gen Z and Millennials are the primary growth drivers, characterized by their digital fluency, openness to experimentation (including cosmetics), and emphasis on brand values like sustainability and inclusivity. They engage heavily with online channels and social media for research and purchasing, although physical retail, especially for Gen Z, remains crucial for immediate experience. Gen X and Baby Boomers demonstrate more pragmatic, value-driven purchasing habits, often prioritizing discounts and reliability, with distinct channel preferences. The retail landscape is increasingly omnichannel, with supermarkets, pharmacies, specialty stores, e-commerce platforms, and particularly Amazon, all playing significant roles in reaching the male consumer. Success in this dynamic market requires nuanced generational targeting, authentic brand communication, continuous product innovation focused on efficacy and ethics, and a sophisticated omnichannel strategy that acknowledges the complex interplay between digital influence and physical retail experiences.

U.S. Men’s Beauty & Personal Care Market Landscape

The expansion of the men’s beauty and personal care segment is occurring within a vibrant and growing overall U.S. beauty market. Understanding the scale and dynamics of this broader market provides essential context for analyzing the specific opportunities and trends within the men’s sector.

1.1 Overall U.S. Beauty Market Context

The total U.S. beauty and personal care products market represents a substantial economic force. Estimated at USD 102.73 billion in 2024, it reflects significant consumer engagement and spending in the category. Projections indicate continued expansion, with the market expected to reach USD 109.56 billion in 2025 and grow at a compound annual growth rate (CAGR) of 7.1% from 2025 to 2030, ultimately reaching an estimated USD 155.44 billion by 2030.[1] This steady growth trajectory underscores the resilience and perceived importance of beauty and personal care products among American consumers.

A key factor underpinning this growth is the high level of consumer spending and the perception of these products as essential rather than discretionary. A 2023 survey revealed that 75% of Americans view beauty products as essential items. Consumers allocate considerable funds to these purchases, spending an average of USD 1,754 annually. Spending is particularly pronounced among younger demographics, with Millennials leading at USD 2,670 per year, followed closely by Gen Z at USD 2,048 per year.[1] This willingness to invest, especially by younger consumers who are often early adopters of new trends, creates a highly favorable environment for the growth of specialized segments, including men’s grooming and beauty.

Within the overall market, skincare stands out as a major component. In 2024, skincare products accounted for a significant 32.61% market share.[1] The demand for facial skincare is driven by a heightened consumer focus on self-care, wellness, and preventive routines.[1] This emphasis on skincare within the broader market heavily influences trends and product development within the men’s segment, where skincare has also become a central focus. The robust health and substantial consumer investment in the total U.S. beauty market provide a strong foundation and positive momentum for the continued expansion and diversification of the men’s beauty and personal care sector.

1.2 Men’s Segment Market Size and Growth

While the overall beauty market provides context, the men’s segment itself demonstrates particularly dynamic growth. Although specific U.S. market value figures for the entire men’s beauty and personal care segment for 2024/2025 were not explicitly isolated in all reviewed sources [1], the projected growth rate is notably strong. Demand for beauty and personal care products among U.S. men is expected to increase at a CAGR of 7.9% from 2025 to 2030.[1]

This growth rate is significant when compared to the overall U.S. beauty market’s projected CAGR of 7.1% for the same period.[1] The fact that the men’s segment is growing faster than the total market indicates that it is not merely participating in the general upswing but is acting as a key accelerator for overall industry expansion. This suggests increasing engagement and spending by male consumers relative to the market average.

Global figures provide further context, although variations exist between sources due to differing methodologies and market definitions. One source valued the global men’s personal care market at USD 30.8 billion in 2021, projecting a 9.1% CAGR from 2022 to 2030.[2] Another estimated the global market at USD 70.84 billion in 2024, projecting a 4.75% CAGR from 2025 to 2033.[3] North America’s significant share of the global market (over 34.0% in 2021 [2]) underscores the importance of the U.S. market within this global landscape.

More specific U.S. figures highlight key areas:

• The U.S. men’s grooming market, based on retail sales in multi-outlet (MULO) channels, was expected to surpass $6 billion in 2024.[4] This figure likely represents a core segment including shaving, APDO, and potentially some skincare/haircare sold through these channels.
• The U.S. men’s skincare market, specifically, was valued at a substantial $4.4 Billion in 2024.[5] This demonstrates the significant financial scale already achieved by this rapidly evolving category within the men’s domain.

The higher growth trajectory of the men’s segment compared to the overall market points to untapped potential and shifting consumer behaviors driving increased demand specifically among male consumers.

1.3 Key Segments within Men’s Grooming

The men’s beauty and personal care market encompasses a diverse range of product categories, with varying levels of maturity and growth dynamics.

Skincare: This category is arguably the most dynamic and rapidly evolving segment. Globally, skincare held the largest revenue share (45.6%) of the men’s personal care market in 2021.[2] While its share of total U.S. men’s grooming retail sales (which includes large categories like shaving and hair care) was reported as 4% in 2023 [6], this figure belies its rapid expansion. The U.S. men’s skincare market has grown nearly 60% in sales over the past three years [7, 8], indicating explosive growth from a smaller base within the broader grooming definition. It is identified, alongside APDO, as a key growth driver for 2024.[4]

Antiperspirant/Deodorant (APDO): Alongside skincare, APDO products are highlighted as a significant growth driver in the U.S. men’s market for 2024.[4] This foundational category remains essential and continues to see innovation and market expansion.

Shave Care: Despite the rise of skincare, traditional shave care products remain a substantial segment. Globally, shave care was projected to reach US$8.2 Billion by 2030, growing at a 5.8% CAGR.[5] This indicates continued relevance and investment in products related to shaving routines.

Fragrances: This category is a major component of the men’s market. In 2022, fragrances constituted the largest share (39%) of global personal care launches specifically targeting men.[9] Furthermore, men’s fragrance sales have shown strong growth on platforms like Amazon, outpacing women’s fragrance growth between 2023 and 2024.[10]

Hair Care: Hair care products also form a core part of the men’s grooming routine, accounting for 11% of U.S. men’s grooming retail value sales in 2023.[6] Men demonstrate increasing interest in branded, higher-quality hair care products.[11]

Personal Grooming (Tools/Devices): Globally, this segment was projected to register the fastest CAGR (11.0%) from 2022 to 2030 [2], suggesting growing interest in grooming tools and devices beyond traditional products.

While skincare often captures headlines due to its rapid evolution and alignment with wellness trends, it is clear that growth within the U.S. men’s beauty and personal care market is multi-faceted. Foundational categories like APDO, shave care, and fragrance maintain significant market presence and continue to grow, while newer areas like advanced skincare and potentially grooming tools show accelerated expansion.

Table 1: U.S. Men’s Beauty & Personal Care Market Metrics Snapshot

Export to Sheets

Note: Discrepancies in global figures likely stem from different market definitions and research methodologies.

Section 2: Cultural Shifts Redefining Men’s Grooming

The accelerated growth and diversification of the U.S. men’s beauty and personal care market are not solely driven by product innovation or marketing efforts. They are deeply rooted in fundamental shifts in American culture, particularly concerning perceptions of masculinity, the influence of digital platforms, and the normalization of practices previously considered outside the male domain.

2.1 Evolving Concepts of Masculinity

For generations, dominant cultural narratives in the U.S. associated masculinity with traits like ruggedness, stoicism, and self-reliance, often explicitly rejecting perceived vanity.[11, 12] Within this framework, grooming activities extending beyond basic hygiene (like shaving and deodorant use) were frequently viewed as unnecessary, frivolous, or even incompatible with traditional masculine ideals.[12] Taking overt care of one’s appearance could be seen as undermining these established norms.

However, recent decades have witnessed a significant challenge to and evolution of these traditional concepts. Contemporary understandings of masculinity are becoming broader and more inclusive, accommodating a wider spectrum of behaviors and expressions.[11, 12] Self-care, personal grooming, and attention to appearance are increasingly reframed not as signs of vanity, but as integral components of overall well-being, self-respect, and confidence.[12, 13, 14] This shift moves the focus from mere hygiene maintenance to a more holistic approach encompassing appearance, wellness, and self-care rituals.[14] Consequently, more men feel empowered and socially permitted to invest time and resources in maintaining and enhancing their appearance, sharing their routines and recommendations without fear of judgment.[10, 15] This fundamental redefinition of what constitutes acceptable masculine behavior is arguably the most critical cultural driver enabling the observed growth in the men’s grooming market. It creates the necessary social space for men to engage with beauty and personal care products and practices more openly and extensively than ever before.

2.2 The Amplifying Role of Social Media and Digital Culture

Digital platforms, particularly social media channels like Instagram, YouTube, and TikTok, have acted as powerful catalysts and accelerators in reshaping men’s grooming attitudes and behaviors. These platforms provide accessible, democratized spaces where men can discover products, learn routines, share experiences, and find community, effectively lowering the barrier to entry for exploring grooming practices.[10, 11, 12, 13, 14]

The rise of male beauty influencers, grooming bloggers, and makeup artists on these platforms has been particularly impactful. These figures actively challenge traditional gender norms by openly discussing and demonstrating skincare routines, hair styling, and even makeup application.[1, 12, 13, 16] Their content serves not only to normalize the use of a wider range of products but also to educate male consumers on techniques and benefits, empowering them to build more comprehensive routines.[10, 17] TikTok, specifically, has emerged as a major influence, shaping routines and introducing male consumers to new brands.[10] Research indicates Gen Z, a key demographic driving market growth, heavily utilizes TikTok to research products before purchasing.[18]

Beyond dedicated influencers, the increased visibility of male grooming in general popular culture, including endorsements by celebrities across sports, entertainment, and business, further legitimizes men’s interest in personal care.[13, 14, 15] Celebrity endorsements have seen a notable jump in their reported influence on male consumers’ purchasing decisions.[9, 17] Furthermore, the pervasive “selfie culture” and the associated desire to present a polished, “camera-ready” image online contribute to the demand for products that enhance appearance, particularly skincare.[9] Social media, therefore, functions as more than just a mirror reflecting changing norms; it actively shapes and accelerates these changes by providing education, fostering community, normalizing previously stigmatized behaviors, and creating new motivations (like online self-presentation) for engaging with grooming products.

2.3 Breaking Stigmas: Normalization of Advanced Grooming

The cultural shifts surrounding masculinity and the influence of digital media are leading to a tangible breakdown of long-standing stigmas associated with men’s engagement in beauty and personal care. This normalization extends beyond basic grooming into areas previously considered exclusively feminine territory.

The stigma surrounding men using skincare products, for instance, is rapidly diminishing, particularly among younger generations like Gen Z and Millennials, who increasingly view skincare as a gender-neutral and essential component of hygiene and self-care.[7] This is reflected in the growing adoption rates; a Mintel survey indicated 58% of U.S. men aged 18-34 used a facial cleanser and 54% used a moisturizer.[15]

This normalization extends to more advanced practices. Men are increasingly embracing professional facial treatments, such as deep cleansing facials, chemical peels, and microdermabrasion, viewing them as beneficial for skin health and overall appearance rather than mere vanity.[13] There is also growing acceptance and utilization of cosmetic procedures, including injectables like Botox (sometimes dubbed “Brotox”) and dermal fillers, as well as laser treatments, driven by a desire to address concerns like wrinkles or improve skin texture.[12, 13]

Perhaps most indicative of shifting norms is the growing visibility and acceptance of men using makeup. While still nascent compared to skincare, the use of products like concealer, foundation, or even more expressive items (“manscara,” “menicures”) is on the rise, particularly fueled by Gen Z’s experimental attitudes and the influence of social media.[1, 10, 16] An April 2024 Mintel survey found that 72% of U.S. male consumers aged 18 to 34 reported using makeup products.[1]

Furthermore, men are demonstrating increased agency in their purchasing decisions. Data from 2021 indicated that 26% of U.S. men were purchasing their own personal care products, rather than having a partner or family member buy them.[2] This signifies a greater personal investment and engagement with the category. Collectively, these trends – the embrace of skincare, the adoption of advanced treatments and cosmetic procedures, the emerging acceptance of makeup, and increased purchasing autonomy – point towards a significant erosion of traditional gender boundaries within the beauty and personal care landscape. Men are increasingly claiming space and participating across the full spectrum of grooming and aesthetic enhancement.

Section 3: Dominant Trends in the U.S. Men’s Beauty Market

Driven by cultural shifts and evolving consumer expectations, several key trends are shaping the product landscape, ingredient preferences, and branding strategies within the U.S. men’s beauty market.

3.1 Skincare Ascendancy

Skincare has firmly established itself as a central pillar of the modern men’s grooming routine, moving far beyond basic moisturizers. Men are incorporating a more comprehensive array of product formats into their regimens, including dedicated day creams, night creams, eye creams, serums, and facial oils.[17] This expansion reflects a growing understanding and prioritization of skin health.

Product choices are increasingly driven by the desire to address specific skin concerns. Globally, common issues motivating male consumers include blackheads, wrinkles, acne-prone skin, and skin sensitivity.[17] Fine lines and dark circles around the eyes are also prominent concerns, aligning with the reported usage of eye creams and serums.[17] U.S. male consumers show strong interest in products delivering tangible functional benefits, with notable increases in demand for claims such as moisturizing/hydrating, sun protection (SPF), skin brightening/radiance, texture improvement/even skin tone, and plumping/lifting/firming effects associated with anti-aging.[6] The overall usage of anti-aging products by men is reportedly increasing globally.[17]

In response to this demand for targeted care, brands are actively launching specialized products formulated to address specific issues like oily skin, dullness, dryness, redness, or irritation.[2] This move towards solution-oriented skincare signifies a maturation of the men’s market. Routines are becoming more sophisticated, mirroring patterns previously observed in the women’s market, and creating significant opportunities for brands offering advanced, specialized products and multi-step regimens tailored to male skin concerns.

3.2 Beyond Skincare: Growth in Cosmetics, Fragrance, Hair Care

While skincare is experiencing dramatic growth, the evolution of men’s grooming is not confined to this category alone. The broader acceptance of appearance enhancement is positively impacting other segments as well.

As noted previously, the use of cosmetics by men is a growing trend, especially among younger demographics (ages 18-34).[1] While often starting with complexion products like concealers or tinted moisturizers, the mention of terms like “manscara” and “menicures” suggests experimentation is occurring across a wider range of cosmetic categories.[10] This indicates a potential future expansion beyond basic corrective products towards more expressive forms of makeup use among men.

Fragrance remains a cornerstone of the men’s personal care market and continues to exhibit strength. It was the leading category for global personal care launches targeting men in 2022.[9] Furthermore, its growth trajectory on major online platforms like Amazon is robust, even outpacing the growth of women’s fragrances in recent comparisons.[10] This highlights the enduring importance and commercial vitality of the men’s fragrance segment.

Hair care also remains a fundamental component of men’s grooming routines. In 2023, it represented 11% of U.S. men’s grooming retail value sales.[6] There is evidence of increasing consumer discernment in this category, with men showing heightened interest in branded and higher-quality hair care products.[11]

The concurrent growth and evolution across skincare, cosmetics, fragrance, and hair care demonstrate that the “men’s beauty market” is becoming increasingly diverse. The cultural shifts normalizing attention to appearance are creating opportunities across multiple product categories, moving beyond traditional grooming staples.

3.3 Ingredient Spotlight: Clean, Natural, and Performance-Driven

Mirroring trends in the broader beauty industry, ingredient composition has become a critical factor in the purchasing decisions of male consumers. There is a pronounced shift towards products perceived as healthier and more ethical.

Demand for natural, organic, and “clean” formulations is surging. Consumers are increasingly scrutinizing labels and seeking products free from ingredients perceived as harsh or harmful, such as parabens, sulfates, phthalates, and synthetic fragrances.[5, 14, 19, 20, 21] This is evidenced by a nearly 50% increase in men’s grooming products launched with clean-related claims (like eco-ethical, vegan, free-from) over a recent five-year period.[21]

Simultaneously, men are becoming more ingredient-savvy, seeking specific performance-driven actives known for their efficacy. They are increasingly willing to pay a premium for products formulated with high-quality ingredients demonstrated to address their specific concerns.[22] Trending actives include peptides, alpha hydroxy acids (AHAs), retinol, hyaluronic acid (for hydration), niacinamide (for pores and tone), Vitamin C (for brightening), charcoal (for purification), and caffeine (often in eye creams or energizing washes).[5, 7, 17] This focus on specific ingredients fuels the “ingredient-led beauty” trend, where marketing highlights the benefits of key actives.[22] Dermocosmetic brands, often emphasizing scientifically backed ingredients and efficacy (e.g., La Roche-Posay with its thermal spring water base), are gaining traction within the male demographic due to this ingredient-oriented approach.[17]

Sustainability is another crucial consideration, extending beyond the ingredient list. Men are increasingly factoring environmental and ethical practices into their choices. This includes preferences for eco-friendly and recyclable packaging, sustainable sourcing of ingredients, cruelty-free testing practices, and overall brand ethical conduct.[3, 5, 14, 19, 20, 21, 23]

These converging trends indicate that male consumers are evolving into sophisticated purchasers who value both performance and principle. They demand transparency regarding what is in their products and how they are made. This necessitates a commitment from brands to invest in advanced formulations, clean ingredients, sustainable practices, and clear communication about these attributes.

3.4 Branding Evolution: Masculine vs. Gender-Neutral

As men’s engagement with beauty products diversifies, branding strategies are also evolving, leading to a bifurcation in market approaches.

On one hand, traditional masculine branding cues remain relevant and effective for a segment of the market. This approach often involves packaging in darker colors (black, grey, navy), earthy or conventionally “masculine” scents, and straightforward, functional product names (e.g., “Face Wash,” “Daily Moisturizer”).[7, 8] Brands like Dr. Squatch, Duke Cannon, and Axe have successfully utilized this type of branding, often emphasizing ruggedness or specific male lifestyle associations, to gain significant traction, particularly in categories like soap and body wash.[8]

On the other hand, there is a powerful and growing trend towards gender-neutral or unisex branding and product design.[3, 12, 14, 23] This shift is evidenced by an 8.4% increase in skincare products marketed as gender-neutral over the past three years.[21] This approach deliberately avoids stereotypical gender markers. Packaging often features minimalist aesthetics, streamlined shapes emphasizing utility, neutral color palettes (ivory, taupe, olive, matte black), clear, legible fonts, and function-focused language (e.g., “hydrating serum”) rather than gendered descriptors.[23] This resonates strongly with younger consumers, particularly Gen Z, who prioritize self-expression over traditional gender categorization and value inclusivity.[23] Over half of Gen Z consumers prefer brands that demonstrate inclusivity through their branding and packaging.[23]

This trend is influencing brand actions across the spectrum. Major companies like Unilever are launching dedicated unisex lines.[3] Brands traditionally focused on women are now featuring men in advertising campaigns or launching “for men” sub-lines that often adopt a modern, less overtly gendered aesthetic.[7] Furthermore, some highly successful brands, such as The Ordinary or Fenty Beauty, have built their identity around inclusivity from the outset, offering products designed for efficacy regardless of gender.[8, 12]

The co-existence of these distinct branding strategies indicates a market in transition. While traditional masculinity cues still hold appeal for certain consumers and product categories, the momentum appears to be shifting towards gender-neutrality and inclusivity. This reflects broader societal changes and aligns with the values of the younger generations who are driving much of the market’s growth. Brands face a critical strategic decision regarding their positioning along this spectrum, needing to carefully consider their target audience and brand identity.

Table 2: Key Trends Shaping the U.S. Men’s Beauty Market

Export to Sheets

Section 4: Consumer Demographics and Purchasing Behavior

Understanding who is driving the growth in the men’s beauty market and how they shop is crucial for effective marketing and product development. Significant differences exist between generational cohorts in their attitudes, preferences, and purchasing habits.

4.1 Generational Divides: Attitudes and Product Preferences

Gen Z (born approx. 1997-2012) & Millennials (born approx. 1981-1996): These younger generations are the primary engine of growth in the men’s beauty market.[7] They exhibit a fundamentally different relationship with grooming and beauty compared to older cohorts. Characterized by greater gender fluidity and a focus on self-expression, they are significantly more open to experimenting with a wide range of products, including skincare and cosmetics.[1, 12, 23] They view self-care and grooming not just as maintenance, but as essential components of wellness and identity.[12] This openness extends to makeup, with a notable percentage of young men (18-34) reporting usage.[1] Gen Z, in particular, is driving the trend towards gender-neutral products and branding, valuing inclusivity and authenticity.[23] Both generations are digitally native, heavily influenced by social media trends and influencers, and comfortable researching and purchasing products online.[10, 17, 18] They are also more likely to prioritize brand values such as sustainability and ethical practices when making purchasing decisions.[19, 23]

Gen X (born approx. 1965-1980) & Baby Boomers (born approx. 1946-1964): These older generations generally adhere to more traditional grooming routines, often centered around essential products like shaving supplies, deodorant, and basic moisturizers.[20, 21] Their approach tends to be more pragmatic and focused on functionality and reliability rather than experimentation or self-expression through beauty products.[20] While they are increasingly adopting skincare, their routines are typically less complex than those of younger men.[15] Value for money and brand familiarity often play a larger role in their purchasing decisions.[20] They are less influenced by social media trends and more likely to purchase through established retail channels like supermarkets and drugstores, although online purchasing is growing across all age groups.[20] While interest in natural and sustainable products exists, it may be less of a primary driver compared to younger cohorts.[20] There’s a noted interest among older male consumers (Gen X and Boomers) in products addressing visible signs of aging, though adoption rates may still lag behind younger groups.[15]

These generational differences necessitate tailored marketing strategies. Messaging, product focus, and channel selection need to align with the distinct values, motivations, and media consumption habits of each cohort.

4.2 Shopping Channels: Where Men Buy Grooming Products

The retail landscape for men’s beauty and personal care is diverse and increasingly omnichannel, reflecting the varied preferences of different consumer segments.

Online Channels (E-commerce & Social Media): Digital platforms are a dominant force, particularly for discovery and purchase among younger generations.

• E-commerce Platforms: Amazon stands out as a major destination, experiencing significant growth in men’s grooming sales, particularly in categories like skincare and fragrance.[10] Brand-specific websites (Direct-to-Consumer, DTC) are also important, especially for niche or premium brands building direct relationships with consumers.
• Social Commerce: Platforms like TikTok and Instagram are not just for discovery but are increasingly facilitating direct purchases or linking seamlessly to e-commerce sites. TikTok, specifically, is a key research tool for Gen Z before buying.[18]
• Online Retailers: Websites of major retailers (e.g., Sephora, Ulta, Target, Walmart) offer convenience and broad selection.

Physical Retail: Despite the rise of e-commerce, brick-and-mortar stores remain crucial, offering immediacy, the ability to physically interact with products, and catering to different shopping preferences.

• Supermarkets & Drugstores (Mass Market): These channels (e.g., Walmart, Target, CVS, Walgreens) are vital for reaching a broad audience, particularly Gen X and Boomers, and are often the primary purchase points for everyday essentials like deodorant, basic skincare, and shaving products.[10, 20] They offer convenience and often competitive pricing. Multi-outlet (MULO) channels, encompassing these types of retailers, generated over $6 billion in men’s grooming sales in 2024.[4]
• Specialty Beauty Retailers: Stores like Sephora and Ulta Beauty are increasingly important destinations, particularly for younger men seeking premium brands, expert advice, and a wider selection of advanced skincare and potentially cosmetics.[7] Their environment encourages discovery and trial. Department stores also play a role, especially for prestige fragrances and skincare.
• Barbershops & Salons: While primarily service-oriented, these locations can also be retail touchpoints for professional-grade hair care and styling products, capitalizing on the trust relationship between the barber/stylist and the client.

Omnichannel Integration: The modern consumer journey often blends online and offline experiences. Men might research products online (social media, reviews) but purchase in a physical store, or vice-versa. Therefore, a seamless omnichannel strategy that integrates digital presence with physical retail availability is increasingly essential for brands aiming to capture the diverse male consumer base. Different channels cater to different needs (discovery vs. replenishment, essentials vs. premium) and different demographics.

4.3 Key Purchase Drivers and Influences

Several factors consistently influence men’s purchasing decisions in the beauty and personal care space.

Product Efficacy & Performance: Above all, men seek products that deliver tangible results and address their specific concerns, whether it’s effective cleansing, hydration, anti-aging benefits, or reliable odor protection.[6, 17, 22] Claims related to function (moisturizing, sun protection, brightening) are key drivers.[6]

Value for Money & Price Sensitivity: While willingness to spend on premium products is growing, particularly for performance ingredients [22], price remains a significant consideration for many male consumers, especially older demographics and for everyday essentials.[20] Discounts and promotions can be effective purchase triggers.[10]

Brand Trust & Reputation: Familiarity and trust in a brand play a role, although younger consumers are often more open to trying new or independent brands compared to older generations who may stick with established names.[11, 20] Brand reputation related to ethics and sustainability is increasingly influential, particularly for Gen Z and Millennials.[19, 23]

Ingredients & Formulation: As discussed previously, the demand for clean, natural, sustainable, and performance-driven ingredients is a major influence across demographics, though perhaps weighted more heavily among younger consumers.[5, 14, 19, 21]

Convenience & Accessibility: Ease of purchase is crucial. This drives the importance of both widespread physical retail availability (supermarkets, drugstores) and user-friendly online platforms.[10, 20] Subscription models for replenishment items also cater to convenience.

Social Proof & Recommendations: Word-of-mouth, online reviews, and recommendations from influencers or peers (especially via social media) significantly impact discovery and purchase decisions, particularly for Gen Z and Millennials.[10, 17, 18] Celebrity endorsements have also gained influence.[9, 17]

Packaging & Branding: While functionality is key, the aesthetic appeal and messaging conveyed through packaging and branding influence perceptions and purchase intent, aligning with either traditional masculine cues or modern gender-neutral/inclusive values.[7, 23]

Understanding the interplay of these drivers, and how their importance varies across different consumer segments and product categories, is essential for crafting effective marketing messages and product propositions.

Table 3: U.S. Men’s Beauty Consumer Behavior Snapshot

Export to Sheets

Section 5: Conclusion and Strategic Implications

The U.S. men’s beauty and personal care market is in a phase of dynamic growth and profound transformation, outpacing the overall beauty sector. This evolution is underpinned by significant cultural shifts redefining masculinity, normalizing self-care, and breaking down traditional gender boundaries in grooming, amplified significantly by digital media and influencer culture.

Key Findings:

1. Market Growth: The men’s segment is growing faster (projected 7.9% CAGR 2025-2030) than the total U.S. beauty market (7.1% CAGR), indicating increasing male engagement and spending.[1]
2. Cultural Drivers: Evolving concepts of masculinity emphasizing wellness and self-expression, coupled with the normalizing influence of social media, are enabling men to embrace broader grooming routines without stigma.[11, 12, 13, 14]
3. Skincare Dominance: Skincare is a leading growth category, with men adopting more sophisticated routines, seeking targeted solutions for specific concerns (aging, hydration, texture), and valuing high-performance ingredients.[2, 6, 7, 17, 22]
4. Ingredient Focus: Demand is high for clean, natural, organic, and sustainably sourced ingredients, alongside proven actives like retinol, hyaluronic acid, and Vitamin C.[5, 14, 19, 21, 22]
5. Branding Dichotomy: Branding strategies diverge between traditional masculine aesthetics and a rapidly growing trend towards gender-neutral, inclusive, and minimalist design, particularly appealing to younger consumers.[3, 7, 8, 23]
6. Generational Gaps: Gen Z and Millennials are the primary growth drivers, characterized by digital fluency, experimental attitudes (including cosmetics), and emphasis on brand values. Gen X and Boomers are more pragmatic, value-driven, and loyal to established channels/brands.[7, 10, 20, 23]
7. Omnichannel Imperative: The purchasing journey is fragmented across online (e-commerce, social media) and offline (mass market, specialty retail) channels, requiring a seamless omnichannel presence.[4, 10, 18, 20]
8. Core Purchase Drivers: Product efficacy remains paramount, alongside value, brand trust, ingredients, convenience, and increasingly, social proof and ethical considerations.[6, 17, 19, 20, 22, 23]

Strategic Implications for Brands:

• Nuanced Generational Targeting: Recognize the distinct attitudes, motivations, and channel preferences of different age groups. Tailor messaging, product offerings, and marketing channels accordingly. Focus on digital platforms and influencer marketing for younger cohorts, while maintaining strong presence and value propositions in mass retail for older demographics.
• Embrace Authenticity and Inclusivity: The trend towards gender-neutrality and inclusivity, particularly driven by Gen Z, is undeniable. Brands should consider adopting more inclusive branding, messaging, and product design, or at minimum, ensure their traditional masculine positioning feels authentic and relevant, not exclusionary.
• Invest in Skincare Innovation: Capitalize on the skincare boom by developing targeted, high-performance products addressing specific male concerns. Highlight efficacious ingredients and clearly communicate benefits. Consider multi-step routines and specialized formats.
• Prioritize Clean & Sustainable Practices: Transparency regarding ingredients and ethical/sustainable practices is non-negotiable. Invest in clean formulations, eco-friendly packaging, and ethical sourcing, and communicate these efforts clearly to build trust, especially with younger consumers.
• Develop a Sophisticated Omnichannel Strategy: Ensure product availability and a consistent brand experience across relevant online and offline channels. Leverage digital for discovery and engagement, while optimizing physical retail for accessibility and trial. Recognize the synergy between online influence and offline purchase.
• Balance Performance and Value: While efficacy justifies premium pricing for some segments and products (especially advanced skincare), maintaining competitive pricing and offering value (e.g., through larger sizes, bundles, promotions) remains crucial for attracting and retaining a broad consumer base, particularly in essential categories.
• Leverage Social Proof: Actively cultivate positive online reviews and engage with social media communities and influencers to build credibility and drive discovery, especially among digitally-savvy demographics.

The U.S. men’s beauty market presents significant opportunities for brands that can navigate its evolving cultural landscape, understand its diverse consumer base, and respond with innovative, authentic, and ethically minded products and strategies. Success requires agility, a deep understanding of generational nuances, and a commitment to both performance and purpose.

Section 6: References

[1] Statista. (Jan 2025). Spotlight Report: Men’s Beauty in the U.S. [Information synthesized from the Statista report description provided in the prompt] [2] Grand View Research. (Date unavailable, accessed Apr 2025). Men Personal Care Market Size, Share & Trends Analysis Report. [Cited for global market size/CAGR, category shares, North America share, ingredient focus, specialization trend, purchasing autonomy] [3] Precedence Research. (Feb 2024). Men’s Personal Care Market – Global Industry Analysis… 2024 to 2033. [Cited for alternate global market size/CAGR, sustainability trend, gender-neutral trend, Unilever example] [4] NIQ. (Jan 2024). Men’s Grooming Trends To Watch In 2024. [Cited for U.S. MULO market size projection, APDO/Skincare growth drivers] [5] ResearchAndMarkets.com. (Jan 2024). Men Skincare Products Market Size… Global Forecast 2024-2030. [Cited for U.S./Global Men’s Skincare Market Size, Global Shave Care projection, Global Skincare CAGR, Clean/Natural trend, Sustainability, Active Ingredients focus] [6] Mintel via CosmeticsDesign. (Jan 2024). What categories, claims are driving growth in men’s personal care? [Cited for U.S. retail value shares (skincare, hair care), key functional claims driving growth] [7] CosmeticsDesign-Europe.com. (Nov 2023). Trend Tracker: Male makeup, beauty tech & skincare trends. [Cited for rapid U.S. men’s skincare growth rate, Gen Z/Millennial drivers, normalization of skincare, traditional branding examples, unisex brand influence, specialty retail importance, performance ingredients] [8] ModernRetail. (Dec 2023). The men’s beauty market continues to grow and evolve. [Cited for rapid U.S. men’s skincare growth, traditional/masculine branding examples (Dr. Squatch), unisex/inclusive brand examples (The Ordinary)] [9] Cosmetics & Toiletries. (Nov 2022). Trends Driving Men’s Care: Selfie Culture, Fragrance and Stress Relief. [Cited for fragrance launch dominance, selfie culture influence, celebrity endorsement influence] [10] Glossy. (Apr 2024). Amazon data: Men’s beauty category is growing faster than women’s. [Cited for Amazon growth (fragrance/skincare outpacing women’s), TikTok influence, normalization trend, Gen Z/Millennial drivers, purchase drivers (discounts), channel preferences (mass vs. specialty)] [11] Cosmetics & Toiletries. (Jan 2024). Men’s Care Hair Growth, Scalp Care Needs and Market Potential. [Cited for evolving masculinity, social media influence, interest in quality hair care, brand trust element] [12] Byrdie. (Aug 2023). Men and Makeup: How the Beauty Industry Finally Caught Up. [Cited for evolving masculinity, stigma reduction, social media influence, gender-neutral trend, specific cosmetic procedures (Brotox), inclusive brand examples (Fenty)] [13] Forbes Health. (Aug 2023). The Rise Of Male Plastic Surgery And Cosmetic Treatments. [Cited for normalization of self-care, social media influence, celebrity influence, specific treatments (facials, Botox, fillers)] [14] Happi Magazine. (Mar 2024). Men’s Personal Care Market Continues To Expand. [Cited for shift from hygiene to wellness/self-care, social media/celebrity influence, natural/clean/sustainable trends, gender-neutral branding] [15] The NPD Group via Happi Magazine. (Jun 2023). Men’s Grooming Sales Rise in Q1 2023. [Cited for influencer impact, sharing routines, skincare adoption rates (cleanser/moisturizer), aging concerns] [16] Vogue Business. (Oct 2022). Why Gen Z men are embracing makeup. [Cited for influencer role, Gen Z driving makeup trend] [17] Mintel via CosmeticsDesign-Europe.com. (Sep 2023). Men’s skin care 2023: What are the latest trends & consumer demands? [Cited for advanced product format adoption (serums etc.), specific skin concerns, anti-aging trend, ingredient focus (actives), dermocosmetic appeal, celebrity influence, social media research] [18] Retail Dive. (Apr 2023). Gen Z loves TikTok, but most prefer to shop in stores. [Cited for TikTok as research tool for Gen Z, preference for physical retail discovery] [19] CosmeticsDesign. (Feb 2024). Sustainable personal care: challenges, opportunities, and innovations. [Cited for clean/natural/sustainable demand, ethical considerations, Gen Z/Millennial focus on values] [20] Mintel. (Mar 2023). A year of innovation in men’s grooming & deodorant, 2023. [Cited for clean/natural/sustainable demand, older demo preferences (pragmatic, value, channels), ethical considerations] [21] CosmeticsDesign. (Apr 2024). Trending Now: Gender Neutrality, Ingredient-led Beauty and AI Solutions. [Cited for increase in clean claims, increase in gender-neutral skincare, older demo preferences] [22] CosmeticsDesign-Europe.com. (Apr 2024). Ingredient-led beauty: Why consumers are seeking out powerhouse actives. [Cited for ingredient-savvy consumers, willingness to pay premium, ingredient-led beauty trend] [23] NielsenIQ via CosmeticsDesign. (Jun 2023). Gender-neutral beauty packaging: a new industry standard? [Cited for gender-neutral trend drivers (Gen Z), design characteristics, sustainability linkage, inclusivity value]