By Jessica BrownEven with men’s personal care products showing up everywhere, the reality on the ground is different. A 2024 survey from Statista Consumer Insights found that only 38% of men aged 18-34 in the US consistently use facial moisturizers. Sure, that number’s trending up, but it still shows a huge “grooming gap” where guys just aren’t participating. There’s a clear disconnect between the products flooding the market and the habits of actual men, a disparity that comes down to a few core problems.
Key Takeaways
- The men’s grooming market is set to hit $115 billion by 2028, a massive opportunity for brands that figure out how to engage men effectively.
- With just 38% of younger US men (18-34) using moisturizer regularly, it’s clear that basic education on skincare benefits is still a major hurdle.
- Marketing that focuses on specific ingredients, like hyaluronic acid or ceramides, works better for men who want to see proof that a product does what it claims.
- Retailers have added 20% more male-focused skincare SKUs, but now they have to solve the problem of men finding the store aisle too confusing to navigate.
- A 15% jump in male-specific spa treatments shows that men are increasingly looking for professional, personalized guidance they can’t get at home.
Projected $115 Billion Market by 2028: Now a Mainstream Category
The numbers show the sheer scale of the opportunity in men’s grooming. A report from Grand View Research projects the global market will hit an incredible $115 billion by 2028. This significant expansion shows a category once considered niche is blowing up into the mainstream. The growth drivers are a mix of shifting social norms around male self-care, increased disposable income in certain demographics, and a broader understanding of wellness that goes way beyond basic hygiene.
From my work with brands in this space, this projection represents a fundamental recalibration of how men see personal care. Men’s routines are evolving beyond just soap and water. The brands that adapt their messaging to this new reality early will grab a ton of market share. The real challenge is turning all this market potential into something the average guy does every single day without thinking about it.
38% of Younger Men Use Moisturizer: The Basic Barrier
That Statista statistic, only 38% of men 18-34 in the US use facial moisturizer, tells you everything about the foundational gap. Moisturizer is the absolute ground floor of a real skincare routine, the one product essential for a healthy skin barrier and for preventing obvious problems like dryness or premature aging. The fact that fewer than half of young men have this habit suggests a persistent lack of awareness about the benefits, a feeling that it’s unnecessary, or a stigma that just won’t die.
Clean, smooth and low-maintenance grooming done right
From brows to back and chest, expert waxing built for men. Find a studio near you.
Find a Studio Near You →When I’m consulting, I always push brands to simplify the message. Most guys aren’t going to jump into a complex, ten-step routine right away. They want something that works, is easy to understand, and solves a real problem they can see, like dry skin or razor burn. The industry now offers plenty of products formulated for men (often with less fragrance and simpler bottles), but the educational piece is still missing. Selling the “why” is what matters. Why is skin hydration important? How will this stop my face from feeling tight after a shower? It’s about basic dermatological health.
Ingredient-Focused Marketing Drives Male Engagement
Here’s what a lot of brands get wrong: men are getting much smarter about what’s actually in the bottle. A 2025 Mintel report on grooming trends showed that **45% of male consumers are interested in products that highlight their active ingredients**, like hyaluronic acid, salicylic acid, or ceramides. This departs from older marketing that just sold a scent or a vague promise of “freshness.”
Younger men, especially, are more discerning. They’re doing their own research and they want to know how a product actually works. A product that clearly states it has **hyaluronic acid for hydration** or **salicylic acid for exfoliation** connects much more powerfully than some generic marketing claim. This forces brands to be more transparent and educational about what they’re selling. This approach builds trust through demonstrable efficacy, giving men a real reason to believe in the product they’re buying.
20% Increase in Male-Focused Skincare SKUs: Retailer’s Challenge
Retailers have definitely noticed the trend. Data from NielsenIQ confirms a **20% increase in male-focused skincare Stock Keeping Units (SKUs)** in leading drugstores and beauty chains over the last two years. This product proliferation signals market growth but creates new headaches for both the stores and the guys trying to shop in them.
Just try walking into a big beauty store as a man who’s new to skincare. The wall of products is completely intimidating. What’s a serum versus an essence? Where do I even begin? Retailers need to go past just stocking more stuff and start thinking about curation and guided selling. This could be as simple as a dedicated, well-organized “men’s grooming” section, clear signs that explain what a product actually does, or digital tools to help build a basic routine. I see this problem constantly in the Atlanta retail scene, where even flagship stores in places like Buckhead or Midtown fail to create a shopping journey that makes any sense for men. Without that guidance, more SKUs just cause decision paralysis, not more sales.
15% Rise in Specialized Grooming Services: Seeking Professional Guidance
This isn’t just happening in retail. The service industry is seeing a big bump, too. The International Spa Association (ISPA) is tracking a **15% increase in male-specific spa treatments and professional grooming services** over the last year. This includes advanced facials, specialized hair removal, and skin consultations. This trend shows men want tailored, results-driven experiences they feel they can’t get at home.
This is what I find most telling, because it proves men value expert advice and are willing to pay for it. Businesses can position themselves as educators and problem-solvers. A good professional consultation can cut through all the marketing noise, address specific things a guy worries about like acne, anti-aging, or ingrown hairs, and then recommend a simple, personalized routine that he’ll actually follow. This willingness to get professional help suggests the “grooming gap” is often about a lack of clear, trustworthy information.
The growth in men’s grooming is a sustained shift in consumer behavior. To truly connect with this audience, brands and retailers must use real education, transparent ingredients, and curated shopping experiences. The market is ready and waiting. The industry just needs to meet that demand with some actual precision.
Why is men’s skincare participation lower than women’s?
For decades, skincare marketing was aimed almost exclusively at women, establishing a deep-seated perception that it’s a “feminine” interest. Compounding this, most men simply never received basic education on the benefits of skincare or how to build a simple routine, leading to low consistent use.
What are the most important skincare products for men to start with?
A great starting point for any man is a simple three-step routine: a gentle facial cleanser to wash away dirt and oil, a moisturizer to hydrate skin and protect its natural barrier, and a broad-spectrum SPF sunscreen to use every single day for sun protection. That’s the foundation.
Are there specific ingredients men should look for in skincare products?
Yes. Ingredients that offer clear benefits are a good thing to look for. **Hyaluronic acid** is great for deep hydration, **niacinamide** helps with skin tone and inflammation, **salicylic acid** is effective for oily or acne-prone skin, and **retinoids** are a proven tool for anti-aging. Seek out products that actually list these on the front.
How can retailers better cater to male skincare consumers?
Retailers need to make the shopping experience less intimidating. They can do this by creating clearly marked men’s sections, using simple language to explain product benefits, offering pre-made kits for beginners, and training staff to give helpful, straightforward advice. Online, offering curated bundles for specific concerns like acne or anti-aging is also a smart move.
Is professional grooming, like facials, becoming more popular among men?
Absolutely. There’s been a noticeable rise in men booking professional grooming services and spa treatments. Men are increasingly turning to experts for help with concerns like acne, aging, and skin texture, realizing that a professional can provide tailored treatments with better results.
