Men’s Sunscreen Use Low: Why 2027 Skincare Trends Miss It

The fact that only 32% of men globally use sunscreen consistently shows just how big the gap is in basic skin health education. That number, coming out of a 2025 dermatological survey, tells me all the talk about men’s grooming isn’t translating into actual preventative care. So while the conversation is happening, men are still falling behind on the most fundamental step in protecting their skin, and the data shows a clear disconnect between buying products and using the right ones.

Only 32% of Men Globally Use Sunscreen Consistently

That 32% figure on consistent sunscreen use, published by the International Journal of Dermatology in late 2025, isn’t just a stat. It’s a public health problem. This is about fundamental protection from UV damage and skin cancer. When I’m in a consultation, especially with men in their 30s and 40s, I hear the same excuses over and over: sunscreen feels heavy, it’s greasy, or they think they only need it for a beach day. These complaints persist even though modern formulas are incredibly lightweight and non-comedogenic. It shows me that even if men are buying more grooming products, sun protection is still an afterthought which means we’re still stuck in a cycle of treating damage instead of preventing it.

The Men’s Skincare Market is Projected to Reach $18.9 Billion by 2027

A recent Grand View Research analysis is calling for the global men’s skincare market to hit $18.9 billion by 2027, a huge jump from $12.3 billion in 2023. The engine behind this growth isn’t soap and basic lotion. The money is flowing into specialized products: anti-aging creams, targeted serums, and treatments for acne or hyperpigmentation. Younger men, especially the 18-to-34 crowd, are fueling this because they’re constantly exposed to grooming trends online and are far more willing to spend money on products that deliver visible results. They are clearly thinking about their appearance, but the low sunscreen numbers prove they’re buying for aesthetics, not necessarily for foundational skin health.

Social Media is the Leading Source of Grooming Information for Men Aged 18-34

A 2025 NielsenIQ study confirmed what I see every day: social media platforms like Instagram and TikTok are now the main source of grooming advice for men aged 18 to 34. They’ve officially replaced magazines and even advice from friends. The entire playing field for influencing men’s grooming choices has moved online. This opens up a direct channel for legitimate skin health education through short-form videos and trusted influencers. But it also unleashes a firehose of bad advice, with people promoting quick fixes that can do more harm than good. I constantly have clients come in with a list of “must-have” products they saw on TikTok, and they often have no idea if the ingredients are right for their skin type, which means brands and actual experts have to get smarter about cutting through that noise.

Only 15% of Men Report a Consistent, Multi-Step Skincare Routine

Even with all the market growth, a Statista survey from early 2026 showed that only 15% of men stick to a consistent, multi-step skincare routine. That number tells you everything. Men might be buying more products, but they aren’t committing to complicated daily regimens. The preference is overwhelmingly for simplicity, they want something that works well without a lot of fuss or time spent in front of the mirror. This isn’t laziness. It’s a practical demand for efficiency. For product developers, this means the holy grail isn’t a ten-step system, but a few high-performance products that are easy to use and deliver on their promises.

Dermatologist Visits for Skin Cancer Screenings Among Men Aged 40+ Increased by 18% Since 2023

At least we’re seeing some good news. The American Academy of Dermatology noted an 18% jump in dermatologist visits for skin cancer screenings among men over 40 since 2023. So, while the daily sunscreen habit isn’t there, the fear of serious consequences is starting to motivate them, especially in an age group that’s hearing about friends getting diagnosed or seeing the effects of sun damage on their own skin. It’s a reactive approach, seeking help only when a problem becomes tangible, but it’s better than nothing. It proves that campaigns highlighting real health risks are working, but it also shows we haven’t figured out how to get men to connect that fear to the simple, daily act of putting on sunscreen.

Challenging the “Men Don’t Care About Skincare” Narrative

That old idea that “men just don’t care about skincare” is completely wrong, and I’m tired of hearing it. The data tells a different story. With a market projected to hit nearly $19 billion and more men over 40 getting skin cancer screenings, it’s obvious they do care about their health and appearance. Their motivations are just different. They don’t want complex routines, they’re heavily influenced by what they see online, and they want to see results quickly. The problem is a marketing and communication failure. The industry often presents skincare in a way that doesn’t align with how men think. For example, talking about sunscreen as a tool for better performance when you’re hiking, golfing, or running is a much better angle than pitching it as an anti-wrinkle cream.

The data paints a clear picture: men are buying skincare, but they’re not always buying into skin health. Closing that gap means we have to get a lot smarter about communicating with them in a way that values simplicity and real-world results.