This article was originally published in the Male Grooming Trend Report. Receive your copy here
Much has been written about Gen Z's obsession with skin care, but the rate at which young men are adopting the use of face products marks a radical change for an industry that has struggled with years of consumer hesitancy.
In 2024, 68% of Gen Z men in the US aged 18-27 used facial skin care, up from 42% in 2022, according to Mintel, representing an increase of over 25% in just two years.
The shift is a result of several factors, explains Carson Kitzmiller, Principal Analyst, Beauty and Personal Care at Mintel.
“A growing cultural embrace of inclusive grooming, the rise of male-specific skin care products, and the influence of social media have all played a role.
Additionally, evolving perceptions of masculinity now celebrate self care, while more men are recognising the benefits of skin care and adopting a holistic approach to grooming.”
The wider engagement in facial skin care across all consumers – male and female alike – is another factor leading men to integrate skin care into their daily routines to enhance their appearance and skin health, says Carson.
However Gen Z men stand out amid this shift because they are “increasingly open-minded about skin care, with fewer stigmas attached, making it a natural part of their daily routines,” says Carson, adding: “This shift is even evident among Gen Alpha teen boys, who are beginning to engage with skin care, suggesting that usage among men will continue to grow.”
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