Redefining Men’s Grooming: Shifting Attitudes & Categories
Published 12 May 2025
Skincare is the leading beauty and personal care category for men at the moment, and trends are evolving with nuance and sophistication to cater for higher demand and expectations. As shifting definitions of masculinity open up possibilities for brand engagement, the grooming sector welcomes new products and premium offerings.
Changing Views on Masculinity
Skincare Leads & Diversifies
Elevated Grooming & Personal Care
The contemporary conversation about masculinity shows a mixed picture of progressive versus traditional influences, presenting varied expectations on how men’s skincare and grooming brands should target and engage with their customers.
The contemporary conversation about masculinity shows a mixed picture of progressive versus traditional influences, presenting varied expectations on how men’s skincare and grooming brands should target and engage with their customers.
Skincare use among American Gen Z men has jumped by 25% in just two years, and men’s skincare in the US is predicted to record 3% of annualised growth from 2023 to 2028, outpacing overall men’s grooming (Euromonitor, 2023). Western markets are following in Asia’s footsteps in encouraging elevated skincare use, presenting opportunities in more nuanced and targeted products.
New products cropping up in the grooming space are testament to diversification and lessons learned from the wider beauty and personal care worlds. Men are opening up to more and uniquely different preening tools, and scent profiles go sophisticated for self-care aficionados.
Redefining Men’s Grooming: Shifting Attitudes & Categories
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