More Men Using Facial Skincare Product, New Research Shows
More than half of men in the U.S. are using facial skincare products with younger consumer groups driving growth in the segment, according to new research from Mintel.
New figures from Mintel show that 52% of men are using facial skincare items, a 68% increase from 2022. Men in Generation Z are leading the charge with 68% of those 18-27 purchasing products in the category, up from 42% in 2022.
"Over the last two years, we have seen a significant increase in facial skincare usage among men, especially younger men,” said Carson Kitzmiller, senior analyst, Beauty & Personal Care with Mintel. “Our research shows a growing market for male skincare products as younger men are willing to invest in higher-end products, specifically those touting clean ingredients.”
Supporting Kitzmiller’s point, 42% of men ages 18-34 purchase premium facial moisturizers over mass-market brands, while 33% of Gen Z men who use facial skincare products at home have traded up to more premium products. Additionally, more than a third (35%) of men ages 18-34 purchase premium hand and body lotions, compared to just one-fifth (21%) of all male consumers.
In line with a preference for premium products, nearly half (46%) of men ages 18-34 say clean ingredients are a key factor when making buying decisions. Three-fifths (60%) of those who previously purchased clean personal care products say they've stopped using a product in the past year due to an ingredient safety concern.
“To effectively engage this audience, BPC brands must lean into the clean beauty space by underscoring their dedication to safe, non-toxic ingredients,” Kitzmiller said. “By prioritizing thoughtful inclusions—and exclusions—brands can cultivate consumer trust, build brand loyalty, and encourage use across BPC sub-categories."
Mintel’s report on the growing using of facial skincare products by men comes just weeks after the Private Label Manufacturers Association (PLMA) released sales figures showing continued strong growth of private brand beauty products.
Citing data from Circana, beauty products during the year’s first quarter were up 7.9% in dollars and 2.1% in unit sales. In 2023, private label beauty department sales were up 10.4% to $3.9 billion when compared to 2022, with unit sales rising 2% to 956 million.
Several retailers including Family Dollar, Sephora, Target, Albertsons, and CVS in recent months have each expanded their assortments of private label beauty products.
