Why Should We Pay Attention to the Men’s Beauty Market Now?
Just a few years ago, the word “cosmetics” was almost exclusively associated with women. But today, the landscape of the global beauty industry is evolving.
The men’s beauty market is no longer a niche—it’s becoming a key strategic growth driver for brands.
So, why is this happening?
Here are 3 major reasons:
1. A Rapidly Growing Global Market
According to market research firm Statista, the men’s beauty market grew to approximately $70 billion in 2024 and is projected to grow at an annual rate of over 6% through 2030.
Growth is particularly strong in Asia and the Middle East, with rising demand for self-care among younger generations. And it’s not just regional. In the U.S., hashtags like #mensskincare and #mensgrooming have amassed hundreds of millions of views on TikTok and Instagram. Meanwhile, men across Europe are actively engaging in trends like “Glow Up” and “Skin Minimalism.”
2. Grooming Is a Daily Ritual for Gen Z Men
According to a 2023 McKinsey report, over 50% of Gen Z men use skincare products daily or regularly, and around 20% even use makeup products like concealers or BB creams.
Unlike previous generations, today’s Gen Z men are more likely to invest in self-expression, skincare, fragrances, and hairstyles. They prioritize functionality, design, and brand identity—and they don’t choose products just because they’re labeled “for men.”
3. Expanding Beyond Skincare Into Makeup
The days of “all-in-one” lotions are fading. Today’s market includes essences, ampoules, sunscreens, cushions, and concealers specifically for men. I recall, everytime i buy my father a basic skincare product normally they had a strong alcohol scent. In contrast, recent men’s beauty products emphasize both quick absorption and lasting hydration—available in various steps.
The rise in demand for “no-makeup” makeup and natural-looking skin is also evident on e-commerce platforms, where searches for men’s BB creams and cover cushions have significantly increased. On social media, more male beauty influencers are emerging. While once stigmatized, this is now a sought-after profession.
With the men’s beauty market evolving rapidly and diversifying in terms of product demand and consumer behavior, several pioneering brands have already carved out a strong presence in this space.
Let’s take a look at some of the standout players leading the way.
So, Which Brands Are Leading the Men’s Beauty Market?
| Brand | Country | Features |
|---|---|---|
| Bulldog Skincare | UK | Focused on natural ingredients, specialized in men’s skincare, eco-friendly packaging |
| Lumin | US | D2C global model, customized skincare solutions, strong minimalist branding |
| Hanz de Fuko | US | Hair styling–focused, known for high-style grooming for men |
| Horace | France | Genderless + minimal + French aesthetic, covers skincare, hair, and fragrance |
| Disco | US | Focus on hygiene and body care, dermatologically positioned lifestyle brand |
WITH.C KOREA supports everything from planning global brands’ men’s lines to ODM manufacturing. If you’re considering entering the men’s target market, now is the time to start.