The Men’s Beauty & Grooming Forecast 2026-27

Published 27 April 2026

Author

Elizabeth Bennett

8 min read

With the global men’s grooming market predicted to reach $90.6bn by 2034 (Fortune Business Insights, 2026), we look at how shifts in masculinity and the rise in men’s self-care are paving the way for innovation across men’s skincare, haircare, make-up and more.

State of Play

Skincare & Aesthetics Steps Up

Grooming Innovation

New Developments in Fragrance & Colour

While the anti-ageing beauty market was once centred on women, men are increasingly prioritising how to look more youthful for longer, driven by the democratisation of information via social media and a new breed of male influencers.

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There’s a move towards premiumisation, with new skincare brands increasingly prioritising high-tech formulas and sophisticated packaging. Meanwhile, aesthetic tweakment routines are becoming a norm for men.

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As men’s grooming expectations increase, brands are having to work harder with salon-grade formulas and hyper-specific formats that meet men’s needs for hair, beard and moustache care and more.

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More men than ever are wearing fragrance and make-up regularly, spurring a burgeoning category of consumers and ample opportunity for new product development.

The Men’s Beauty & Grooming Forecast 2026-27

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Topics

Fragrance

Grooming

Haircare

Health & Wellness

Skincare

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