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October 1, 2019

Men’s Beauty Care Trends

Jenny McNichols

Author @Sterling

October 1, 2019

Men’s Beauty Care Trends

Male-oriented products have created their own definition of beauty. The global market for male grooming products is becoming a growing industry and is projected to reach US $60.7 billion by 2020, according to Euromonitor.

The Digital Natives: Gen-Z

With a strong online presence, Gen-Z tends to attach great importance on perceived personal appearance.

  • 80% of boys ages 9-17 in the US are using beauty products
  • 44% of boys ages 9-17 in the US are using facial cleansing products
  • 70% of men in one survey believe tinted moisturizer and concealer will become bathroom staples by 2020

Gender Lines Blur

Gender norms are disintegrating. There is less emphasis on feminine and masculine stereotypes and more focus on being yourself. For products, unisex packaging overrides boring, hyper-masculine imagery. Brands such as The Good Men Project are igniting change by building cultures that allow men to fully be human. The website and news blog created a space for a much-needed cultural conversation about manhood in a way that no media company ever has.

Beauty for All

Over the last several years, the number of men’s unique facial cosmetic colors has grown by 22%, outpacing the general pace of new product development in facial cosmetics by 7 times. (Nielsen).

So how do brands meet the needs of this new man-scape? Innovative brands attempt to bring the salon experience (or barbershop experience) home.


As attention spans shrink and consumers face data and choice overload, people seek brands with a clear purpose, simple promise, and frictionless means of access. 86% of men want their daily grooming routine to be as simple as possible (Mintel 2015). In fact, using less words conveys a brand’s confidence and signals efficacy. Brands like Method Men and Every Man Jack have simple, reserved packaging.

Pure Ingredients

Seen as a predominantly female endeavor, shopping for natural products is becoming a key focus for men. 60% of users cite no artificial ingredients as a key indicator that a product is natural or organic, which aligns with familiar, “easy to pronounce” ingredients. (Mintel 2019). To men, pure ingredients are perceived to alleviate impact on sensitive skin. Dr. Bronner’s launched an Organic Shaving line for men.

Customized Solutions

Brands are also creating solution-based products that meet the needs of various skin types, such as dry, oily, or sensitive. Using data and customer input to create products for a universe of one is a new form of luxury. In grooming, growing innovation in products designed, not only for different skin types, but also for different degrees of stubble, is likely to boost the market growth across the regions. (Mordor Intelligence, 2019). Dove Men creates a simple system for Men’s facial care.


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