More than half of US men (52%) now use facial skin care products, a 68% increase from 2022 (31%), according to new research by market analysts Mintel.
US Men’s Grooming Market Report 2024 found facial skin care is especially popular among Gen Z men (ages 18-27 in 2024), of which 68% use facial skin care, compared to 42% in 2022.
Not only are more men using skin care products, but they are also investing in higher-end products.
Over two-fifths (42%) of men ages 18-34 purchase premium facial moisturizers over mass-market brands, while 33% of Gen Z men who use facial skincare products at home have traded up to more premium products.
Additionally, over a third (35%) of men ages 18-34 purchase premium hand and body lotions, compared to just one-fifth (21%) of all male consumers.
In line with a preference for premium products, nearly half (46%) of men ages 18-34 say clean ingredients are a key factor when making buying decisions.
Three-fifths (60%) of those who previously purchased clean personal care products say they've stopped using a product in the past year due to an ingredient safety concern.
“Our research shows a growing market for male skin care products as younger men are willing to invest in higher-end products, specifically those touting clean ingredients,” said Mintel Beauty and Personal Care senior analyst Carson Kitzmiller.
“To effectively engage this audience, BPC brands must lean into the clean beauty space by underscoring their dedication to safe, non-toxic ingredients,” she added.
“By prioritizing thoughtful inclusions—and exclusions—brands can cultivate consumer trust, build brand loyalty, and encourage use across BPC sub-categories.”
