In recent years, the men’s skin care market has shifted from a niche category into one of the most dynamic and profitable sectors of the beauty industry. This evolution is being fueled by changing perceptions of masculinity, increasing awareness of skin health, and a growing willingness among men to invest in products that enhance their appearance and confidence. Additionally, the stigma once associated with male grooming has given way to a cultural embrace of self-care, which is the door for explosive growth.
For beauty brands and skin care entrepreneurs, this upward trajectory is a clear signal that men’s skin care is a category brimming with untapped potential. Those who act now stand to carve out a meaningful share of a rapidly expanding global market.
Global Men’s Skin Care Market Growth
Industry research highlights the robust expansion of men’s skin care globally.
According to Grand View Research, the men’s personal care market was valued at $30.8 billion in 2021 and is expected to nearly double to $67.2 billion by 2030, growing at a compound annual growth rate (CAGR) of 9.1%. Within this space, skin care products dominate, accounting for nearly half (45.6%) of total revenue in 2021.
Similarly, Future Market Insights projects that the men’s skin care market will grow from $17.6 billion in 2025 to $37.3 billion by 2035, representing a CAGR of 10.5%. This forecast underscores the steady consumer demand and long-term growth potential in the category.
Meanwhile, a report from Towards Consumer Goods estimates that the men’s skin care products market will increase from $19.71 billion in 2024 to $31.95 billion by 2034, growing at a CAGR of 4.95%. While this projection reflects a more conservative pace, it reinforces the market’s resilience and sustained momentum.
US Men’s Skin Care Statistics
Beyond global growth figures, consumer adoption of men’s skin care products in the US is accelerating at a remarkable pace.
Mintel reveals that more than half of U.S. men (52%) used facial skin care products in 2024—a staggering 68% increase compared to just 31% in 2022. Gen Z men, in particular, are leading the charge: 68% reported using facial skin care in 2024, up from 42% in 2022.
Premiumization is another notable shift. Over 40% of men ages 18‒34 purchase premium facial moisturizers, and 35% invest in high-end hand and body lotions. These behaviors highlight a willingness among younger male consumers to trade up from mass-market products to higher-quality, specialized options.
7 Men’s Skin Care Trends Fueling This Growth
The trends shaping men’s skin care go far beyond surface-level product adoption. They reflect a significant cultural shift in how men approach self-care, grooming, and wellness.
Today’s consumers are not only purchasing more products but also buying into the idea that skin care is a long-term investment in their health and appearance. Brands that understand these motivations and respond with thoughtful innovation will be well positioned to thrive.
1. Personalized & Multi-Functional Formulations
Men are increasingly drawn to products designed specifically for their skin types and lifestyles. Instead of juggling multiple products, they want solutions that combine hydration, sun protection, and anti-aging benefits in one step.
This demand for simplicity has sparked innovation in hybrid formulations—moisturizers with SPF, serums that target both acne and fine lines, and all-in-one cleansers that detoxify while hydrating. The appeal lies in convenience and confidence: Men want products that feel tailored to their needs without overcomplicating their routines.
2. Premium & Natural Products Gaining Popularity
Ingredient awareness is higher than ever, and men are becoming more selective about what they apply to their skin. They are looking for natural and clean-label products, often scrutinizing ingredient lists before making a purchase.
At the same time, they’re willing to spend more for formulations that deliver proven results. Regulatory approvals of ingredients such as niacinamide and hyaluronic acid have given consumers added confidence, while the rise of eco-friendly packaging and sustainable sourcing reflects broader lifestyle values.
This intersection of safety, performance, and sustainability is creating a new standard in men’s skin care.
3. Moisturizers & Creams Leading Growth
Among all product categories, moisturizers and creams remain the backbone of men’s skin care. Future Market Insights and Towards Consumer Goods both highlight this segment as the leader, and this segment is fueled by demand for hydration and anti-aging properties. For many men, moisturizers are their gateway into skin care, making this category both highly lucrative and essential for brand portfolios.
What’s changing is the variety—lightweight gels for oily skin, rich creams for dry climates, and targeted solutions infused with active ingredients to address concerns like wrinkles or hyperpigmentation.
4. Cleansers & Sunscreens on the Rise
As men’s routines expand beyond the basics, face cleansers and sunscreens are emerging as must-have products. Growing urbanization and exposure to pollution have made effective cleansers a priority, while greater awareness of sun damage and premature aging is driving sunscreen adoption.
The shift is particularly strong among younger consumers who see SPF as a daily habit. Brands that educate men on the long-term benefits of these products and make them easy to use are earning loyalty and repeat purchases.
5. Generational Shifts in Men’s Skin Care
Perhaps the most powerful force shaping the future of men’s skin care is generational change.
Gen Z and millennials are embracing skin care routines with enthusiasm, breaking away from the stigma that once painted grooming as unmasculine. This younger demographic favors premium products, sustainable brands, and digital-first shopping experiences. Their influence is cascading upward, and they’re encouraging older consumers to explore skin care as well.
For brands, this trend means tapping into the values of authenticity, inclusivity, and innovation that resonate deeply with younger audiences.
6. Digital-First Education & E-Commerce
Men are increasingly turning to online platforms for both product discovery and education. Tutorials, influencer endorsements, and social media content play a critical role in shaping consumer behavior. Brands that invest in digital engagement—offering accessible skin care education and seamless e-commerce experiences—are finding it easier to connect with and convert male customers.
7. Increasing Focus on Preventive Care
Beyond fixing problems like acne or dryness, men are beginning to see skin care as a way to prevent long-term damage. Products emphasizing anti-aging, pollution defense, and sun protection are resonating strongly. This proactive mindset opens the door for brands to position products not just as treatments but also as part of a holistic wellness lifestyle.
How Beauty Brands Can Capitalize on Men’s Skin Care Market Growth
The momentum behind men’s skin care represents a long-term shift with significant commercial potential. For beauty brands and entrepreneurs, the challenge and opportunity lie in meeting men where they are: ready to embrace skin care but still seeking clarity, trust, and convenience.
Positioning your brand in this space requires both strategic vision and an understanding of evolving consumer expectations.
Expand Product Lines Thoughtfully
A carefully curated men’s line communicates credibility and makes your brand resonate with this growing consumer base.
To add men’s products to your portfolio, you need to do more than rebrand existing formulas with masculine packaging. This process requires developing solutions that align with male skin characteristics—often oilier, thicker, and more prone to irritation from shaving. Moisturizers, cleansers, and sunscreens are core categories, but opportunities also exist in anti-aging serums, post-shave care, and eye treatments.
Target Younger Demographics
With Gen Z and millennials leading the adoption of skin care, they are the ideal audience to target through your marketing strategies. Social media campaigns that normalize skin care as part of daily life, influencer partnerships with relatable male voices, and education-driven content can all help break down barriers. By meeting younger men where they spend their time—online—you can establish lasting brand loyalty at an early stage in their skin care journeys.
Focus on Ingredient Transparency
Today’s consumers, particularly younger ones, want to know exactly what’s in their products and why. Highlighting natural, dermatologist-approved, and scientifically backed ingredients builds confidence and trust. Brands that emphasize transparency, whether through detailed packaging, online ingredient glossaries, or marketing that educates rather than overwhelms, will stand apart in a crowded market.
Leverage Premiumization
Men are showing a clear willingness to trade up for products that feel luxurious, effective, and well-made. Offering a tiered approach, where you market affordable entry-level products alongside premium, high-performance options, allows brands to serve a wider audience without compromising quality.
Premium products can also elevate your brand’s reputation and position you as a trusted leader in skin care innovation.
Consider Gender-Neutral Branding
One of the fastest ways to appeal to male consumers without alienating others is through gender-neutral marketing. Clean, minimal design and inclusive messaging resonate with modern men who don’t necessarily want products marketed with overly masculine tropes. Positioning products as universally beneficial can broaden appeal, simplify product lines, and attract men who are new to skin care.
Partner with Trusted Manufacturers
Developing men’s skin care products requires expertise not just in formulation but also in understanding consumer behavior and regulatory requirements. Collaborating with an experienced manufacturer like Trilogy Laboratories provides access to high-quality, customized solutions. With our proven track record in creating innovative, effective skin care, brands can confidently expand into the men’s market without unnecessary risk.
Trilogy Laboratories Products Perfect for Men’s Skin Care Lines
Expanding into men’s skin care is easier when you have access to products that already align with male consumer needs. At Trilogy Laboratories, we offer a range of expertly formulated products that are ideal additions to any skin care line designed with men in mind.
Tamanu Beard Oil
Our Tamanu Beard Oil is a lightweight oil that nourishes and conditions facial hair while hydrating the skin beneath. Infused with tamanu oil, it helps reduce irritation and dryness, making it an essential for men who want to maintain a healthy, well-groomed beard.
Purity Cleanser
Purity Cleanser is a mild gel cleanser that removes impurities while leaving the skin soft and hydrated—perfect for those who experience irritation from shaving or harsh cleansers.
Repair Gel
Hydration is key for men’s skin, especially with exposure to daily stressors like shaving and the environment. This versatile Repair Gel, complete with a whipped aloe base delivers round-the-clock hydration and keeps skin smooth and balanced without feeling heavy.
Mandelic Serum
Men are increasingly seeking solutions that address early signs of aging. Our Mandelic Serum is packed with active ingredients that target fine lines, improve elasticity, and promotes a youthful appearance. It’s a powerful addition to the modern man’s skin care routine.
Hydrating AHA 12 Exfoliating Gel
Exfoliation is often overlooked in men’s skin care routines, yet it’s important for clear, healthy skin. This Hydrating AHA 12 Exfoliating Gel gently removes dead skin cells while hydrating, making it effective for men dealing with clogged pores, roughness, or dullness.
Ultra Peptide Eye Cream
Fatigue and stress often show around the eyes first. Our Ultra Peptide Eye Cream is formulated with peptides to reduce puffiness, dark circles, and fine lines, so it’s an ideal choice for men looking to refresh their appearance.
Gentle Cleansing Bar
A no-fuss option for men, the Gentle Cleansing Bar provides a deep clean without stripping the skin. It’s a simple, effective solution for daily use, especially for men who prefer straightforward routines.
Shave Bar
Nourishing solid shave bar formulated with coconut and safflower conditioning oils to create a luxurious lather for a close, comfortable shave. Packed with skin-soothing ingredients, it hydrates and protects, leaving skin soft, smooth, and refreshed without irritation.
Body Mousse
Skincare doesn’t stop at the face. This Body Mousse hydrates and softens skin all over, offering a luxurious yet lightweight solution that men will appreciate for its fast-absorbing texture.
Hemp Beard Balm
For men with fuller beards, our Hemp Beard Balm provides both style and nourishment. Infused with hemp oil, it tames unruly hairs while conditioning and strengthening for a healthy, polished look.
Ready to Expand into Men’s Skin Care? We’re Here to Help
The men’s skin care market is evolving in exciting and unprecedented ways. With billions of dollars in projected growth, shifting generational attitudes, and a clear demand for high-quality, effective products, this is the moment for beauty brands to take action. Those who move now will secure a share of this booming market and position themselves as leaders in shaping its future.
Trilogy Laboratories is here to help you seize that opportunity. Whether you’re looking to expand an existing skin care line or launch an entirely new men’s range, our expertise in formulation, customization, and manufacturing guarantees your products meet the highest standards.
Don’t wait for the competition to get ahead. Contact us today or call 239.939.5454 to get started. Together, we’ll make men’s skin care the next chapter in your brand’s growth story.
Posted in Professional Skin Care
