Men’s Skincare Products Market Size, Share, Growth & Industry Analysis, By Type (Facial Care (Cleansers, Moisturizers, Face Wash, Others), Lip Care, Body Care, Beard Care, Shave Care, Others), By Nature (Organic, Conventional), By Distribution Channel, and Regional Analysis, 2024-2031

Men’s Skincare Products Market Size

The global Men’s Skincare Products Market size was valued at USD 19.93 billion in 2023 and is projected to grow from USD 21.00 billion in 2024 to USD 31.89 billion by 2031, exhibiting a CAGR of 6.15% during the forecast period. Rising popularity of natural and organic products and growing awareness of personal grooming are propelling market growth.

In the scope of work, the report includes products offered by companies such as L’Oréal S.A., Procter & Gamble, Johnson & Johnson, Unilever, Estée Lauder Companies Inc., Beiersdorf AG, Shiseido Company, Limited, Colgate-Palmolive Company, Coty Inc., Amorepacific, and others.

The development of multi-functional men's skincare products presents a significant opportunity for the development of the men’s skincare products market, supported by the increasing demand for convenience and efficiency in personal grooming routines. As men increasingly priortize skincare, there is a growing preference for products that effectively address multiple skin concerns in a single application.

Multi-functional products, such as moisturizers with integrated SPF protection, anti-aging creams with hydrating properties, or cleansers that exfoliate and tone, offer a more efficient and streamlined approach to skincare. These products save time and simplify daily grooming routines, making them particularly appealing to men who are less inclined to use multiple products. Additionally, multi-functional products can be positioned as cost-effective solutions, providing value for money by combining the benefits of several products into a single offering. This trend is further supported by innovations in skincare formulations, allowing brands to create highly effective products that cater to the unique needs of men’s skin.

Men's skincare products are specifically formulated to meet the unique needs of men's skin, which differs from women's skin in several aspects, including thickness, oil production, and sensitivity. These products encompass a wide range of types, such as cleansers, moisturizers, exfoliators, serums, and sunscreens. Each type serves a distinct purpose in maintaining healthy skin, from cleansing and hydrating to treating specific concerns such as acne, aging, or irritation. The nature of men’s skincare products can vary, with options ranging from natural and organic formulations to advanced dermatological solutions.

Natural products often appeal to those seeking clean and environmentally friendly options, whereas scientific formulations are designed to target specific skin concerns with the use of active ingredients such as retinol, hyaluronic acid, or salicylic acid. Distribution channels for these products have diversified, with traditional brick-and-mortar stores being complemented by online platforms. E-commerce has played a crucial role in expanding access to a broader range of products, enabling men to easily explore and purchase items that suit their specific skincare needs. This notable shift toward online shopping has allowed niche brands to reach a global audience, thereby fueling the growth of the men's skincare market.

Analyst’s Review

In the dynamic men’s skincare products market, companies are adopting various strategies to maintain competitive advantage and foster growth. One of the most prominent strategies is the expansion of product portfolios to include a broader range of skincare solutions tailored to the specific needs of men. Moreover, companies are increasingly focusing on the use of natural and organic ingredients, aligning with consumer preferences for clean and sustainable products.

• For instance, in April 2024, Piramal Pharma’s Consumer Products Division (CPD) entered the men’s personal grooming market with the launch of the Bohem product line. This range includes a hair removal spray, beard growth oil, and underarm roll-on, all designed to enhance men’s self-care routines using scientifically validated ingredients.

Furthermore, digital marketing and social media engagement have become critical components of brand strategy, enabling companies to directly reach and influence their target audience. The growth of the market is fueled by rising awareness among men regarding the importance of skincare, supported by increasing disposable incomes and the proliferation of e-commerce platforms.

However, to sustain this growth, key players must continue to innovate, particularly in areas such as product efficacy and environmental sustainability. The imperative for companies operating in the market is to stay ahead of evolving consumer trends and preferences while ensuring product quality and effectiveness. As competition intensifies, brand loyalty and customer satisfaction are anticipated to become increasingly crucial, making it imperative for companies to invest in research and development, as well as in customer experience initiatives.

Men’s Skincare Products Market Growth Factors

The growing awareness of personal grooming among men is significantly influencing the men’s skincare products market, reflecting a broader cultural shift toward self-care and wellness. This increased focus on grooming is fueled by changing societal norms, which increasingly regard personal appearance and well-being as integral to overall health. Due to this, men are becoming more conscious of their appearance and are actively seeking products that help them achieve healthier and more youthful-looking skin.

• For instance, in April 2024, The Shop, a part of LeBron James and Maverick Carter's The SpringHill Company, launched its Men's Grooming Line at Walmart stores. This exclusive range, featuring skincare, hair care, and beard care products, is designed to promote the importance of personal grooming among men.

The influence of social media, celebrity endorsements, and targeted marketing campaigns has played a significant role in educating men about the benefits of maintaining regular skincare routines. Moreover, the rise of the wellness movement, which emphasizes holistic health practices, has prompted men to invest in personal grooming as part of their daily routine. This trend is particularly evident among younger generations, who echinit greater willingness to adopt skincare practices that have been traditionally associated with women.

The high cost associated with premium men’s skincare products presents a significant challenge to the development of the market, particularly for price-sensitive consumers. Premium products often come with advanced formulations, high-quality ingredients, and sophisticated packaging, which contribute to their increased price points. While these products are designed to deliver superior results, the cost can be prohibitive for a large segment of potential customers, limiting their accessibility and market reach. This challenge is exacerbated by the perception that high-quality skincare is inherently expensive, which may deter men from exploring premium options.

To mitigate this challenge, companies are adopting strategies such as offering smaller-sized products or trial packs at lower prices, thereby allowing consumers to experience the benefits of premium skincare without committing to a full-sized product. Additionally, brands are emphasizing the value proposition of their products by highlighting their long-term benefits and cost-effectiveness compared to cheaper alternatives. Implementing loyalty programs and seasonal discounts is expected to make premium products more attainable, thereby expanding the consumer base and enhancing brand loyalty.

Men’s Skincare Products Market Trends

The rising popularity of natural and organic products is a significant trend influencing the men’s skincare products market, supported by increased consumer awareness regarding the ingredients used in personal care items. As awareness of the potential risks associated with synthetic chemicals and preservatives increases among men, there is a growing preference for products that are derived from natural sources and are free from harmful additives. This shift aligns with broader environmental and health-conscious trends, as consumers increasingly seek products that enhance their skin and have a minimal environmental impact.

Natural and organic skincare products are perceived as being gentler on the skin, which makes them especially appealing to men with sensitive skin or specific concerns such as acne or irritation. Moreover, the growing trend toward natural products has led to an expansion in the availability of such products, with many brands introducing lines specifically designed for men that emphasize natural ingredients such as plant extracts, essential oils, and mineral-based formulations.

Segmentation Analysis

The global market is segmented based on type, nature, distribution channel, and geography.

By Type

Based on type, the market is categorized into facial care, lip care, body care, beard care, shave care, and others. The facial care segment captured the largest men’s skincare products market share of 32.25% in 2023, largely attributed to the increasing focus on facial grooming and the growing availability of specialized products designed to address specific skin concerns. Facial care products, such as cleansers, moisturizers, serums, and anti-aging creams, have become essential components of daily grooming routines for numerous men. The rising awareness regarding the importance of facial skincare, propelled by social media influencers, celebrity endorsements, and targeted marketing campaigns, has played a significant role in boosting the demand for these products.

Moreover, men are becoming more conscious of issues such as acne, wrinkles, and uneven skin tone, leading to higher adoption of products designed to address these concerns. The proliferation of innovative facial care products that incorporate advanced ingredients such as hyaluronic acid, retinol, and natural extracts has fueled segmental growth. Additionally, the convenience of using multi-functional products, which offer multiple benefits in a single application, has been particularly strong among male consumers, thereby contributing to the expansion of the segment.

By Nature

Based on nature, the market is classified into organic and conventional. The organic segment is poised to record a staggering CAGR of 6.61% through the forecast period, primarily due to the growing consumer demand for natural and environmentally friendly products. As awareness regarding the potential health risks associated with synthetic chemicals and artificial ingredients continues to rise, a growing number of men are turning to organic skincare solutions that prioritize purity, safety, and sustainability.

Organic skincare products are formulated using ingredients derived from natural sources, often cultivated without the use of pesticides, synthetic fertilizers, or genetically modified organisms (GMOs). This appeal to health-conscious consumers has been reinforced by the broader wellness trend, which emphasizes the importance of using clean and green products as part of a holistic approach to personal care. Additionally, the transparency offered by organic brands, with clear labeling and certification, has helped build trust and loyalty among consumers, thereby fostering segmental growth.

By Distribution Channel

Based on distribution channel, the men’s skincare products market is divided into supermarkets/hypermarkets, specialty retail stores, pharmacies/drug stores, online retailers, and others. Specialty retail stores garnered the highest revenue of USD 6.33 billion in 2023, propelled by their ability to offer a curated selection of premium and specialized men’s skincare products, coupled with personalized customer service and expert guidance. These stores are particularly appealing to consumers who seek high-quality products and are willing to invest in skincare solutions that cater to their specific needs.

Specialty retail stores frequently offer exclusive brands and product lines that are not widely available in general retail outlets, making them a preferred destination for discerning customers. Additionally, the shopping experience in these stores is enhanced by knowledgeable staff who provide tailored advice and recommendations, assisting consumers in selecting products that are suitable for their skin type and concerns. This personalized approach, combined with the availability of product samples and in-store demonstrations, fosters customer trust and satisfaction, leading to higher spending and repeat purchases.

Men’s Skincare Products Market Regional Analysis

Based on region, the global market is classified into North America, Europe, Asia-Pacific, MEA, and Latin America.

North America men’s skincare products market accounted for a major share of 35.85% and was valued at USD 7.15 billion in 2023, making it the largest market globally. This substantial growth is bolstered by several key factors, including increased consumer awareness regarding personal grooming, advanced retail infrastructure, and the strong presence of major skincare brands. The region's affluent consumer base is more inclined to spend on premium and innovative skincare products, particularly those targeting specific issues such as anti-aging, acne, and sensitive skin.

Moreover, the growing influence of social media and celebrity endorsements has significantly impacted male grooming practices, resulting in increased adoption of skincare routines among men. Moreover, the proliferation of e-commerce platforms has played a crucial role in expanding market reach, allowing consumers easier access to a wide range of products. Additionally, the increasing demand for organic and natural skincare products, coupled with a strong focus on sustainability, has fueled regional market growth.

Asia-Pacific is poised to grow at a robust CAGR of 6.67% in the forthcoming years, primarily fostered by several factors such as rising disposable incomes, rapid urbanization, and a growing awareness of personal grooming among men. The region's burgeoning middle-class population is becoming more conscious of skincare, influenced by global trends and the rising popularity of K-beauty and J-beauty products, which emphasize skincare routines as essential for maintaining healthy, youthful skin. This cultural shift toward grooming is particularly evident in countries such as China, South Korea, and Japan, where men are increasingly adopting comprehensive skincare routines.

Additionally, the rapid expansion of e-commerce platforms in Asia-Pacific has made it easier for consumers to access a wide variety of skincare products, including international brands. Furthermore, the demand for natural and organic products is rising in the region, as consumers become more health-conscious and environmentally aware. Moreover, the presence of a large and youthful population, coupled with aggressive marketing strategies by both local and global brands, is expected to boost the growth of the Asia-Pacific men’s skincare market.

Competitive Landscape

The global men’s skincare products market report will provide valuable insight with an emphasis on the fragmented nature of the industry. Prominent players are focusing on several key business strategies such as partnerships, mergers and acquisitions, product innovations, and joint ventures to expand their product portfolio and increase their market shares across different regions. Manufacturers are adopting a range of strategic initiatives, including investments in R&D activities, the establishment of new manufacturing facilities, and supply chain optimization, to strengthen their market standing.

List of Key Companies in Men’s Skincare Products Market

• L'Oréal S.A.
• Procter & Gamble
• Johnson & Johnson
• Unilever
• Estée Lauder Companies Inc.
• Beiersdorf AG
• Shiseido Company, Limited
• Colgate-Palmolive Company
• Coty Inc.
• Amorepacific

Key Industry Developments

• July 2024 (Acquisition): Emami acquired Helios Lifestyle, the parent company of men's grooming brand The Man Company. Emami already holds a 50.4% stake in Helios Lifestyle. By acquiring the remaining 49.6%, Emami marked its first full acquisition of a direct-to-consumer brand, thereby strengthening its presence in premium grooming sector.
• June 2024 (Expansion): Cetaphil launched its digital campaign "Made For Phil" to promote men's skincare, strategically launching it around Father's Day. The campaign features humorous content such as "Ceta Six Pack" and "CetaGrill," integrating skincare into daily routines, aiming to normalize men's involvement in skincare practices.

The global men’s skincare products market is segmented as:

By Type

• Facial Care
  • Cleansers
  • Moisturizers
  • Face Wash
  • Others
• Lip Care
  • Lip Balm
  • Lip Scrub
  • Others
• Body Care
  • Body Lotions
  • Body Creams
  • Body Wash
  • Body Scrub
  • Body Oil
  • Others
• Beard Care
  • Beard Oil
  • Beard Wash
  • Beard Crème
  • Beard Wax
• Shave Care
  • Shaving Cream
  • Shaving Foam
  • Others
• Others

By Nature

• Organic
• Conventional

By Distribution Channel

• Supermarkets/Hypermarkets
• Specialty Retail Stores
• Pharmacies/Drug Stores
• Online Retailers
• Others

By Region

• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • France
  • U.K.
  • Spain
  • Germany
  • Italy
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Rest of Asia Pacific
• Middle East & Africa
  • GCC
  • North Africa
  • South Africa
  • Rest of Middle East & Africa
• Latin America
  • Brazil
  • Argentina
  • Rest of Latin America.