By Nina Atimah
- At least 68% of men in the U.S. have now incorporated a skin care product in their routine which is a jump from 31% two years ago
- Gen Z men are outspending their female counterparts on hair care by 34%
Forget everything you thought you knew about beauty rules. Gen Z men are stepping firmly into the spotlight, redefining self-care with an impressive 68% jump in skincare use. Grooming is not a ‘girl-thing’ anymore. This demographic is now driving new beauty standards. And while men are embracing their beauty side and challenging traditional beauty norms, the beauty industry is delaying in tapping into this market.
Why This Matters: The global male grooming market is on fire and is projected to reach $115 billion, up from $80 billion in 2022. Despite this attractive growth, many beauty companies continue to overlook Gen Z men, focusing on the more traditional, female-centric markets. This oversight presents both a challenge and an opportunity for those willing to adapt to the evolving preferences of the ‘Young and the Male. As Gen Z men increasingly invest in their grooming routines—spending 34% more on hair care than their female counterparts—beauty brands must recognize and cater to this emerging segment.
The rise of social media influencers and celebrity-backed beauty lines is accelerating this growth. It’s already clear that men are willing to spend top dollar for their grooming expenses. 42% reach out for premium brands and they care about the products they put on their face. So while this is an untapped market with huge potential, brands should not swim in blindly. Gen Z men have their preferences, tastes and value authenticity.
What’s Next: The future of beauty is here, and it’s being shaped by the bold choices of Gen Z men—are brands ready to keep up? If so, brands will need to be inclusive yet diverse. They must be ready to listen and adapt to this relatively new and evolving landscape if they’re in it for the long haul.
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