This article was originally published in Cosmetics Business’ Men’s Grooming Trend Report. Receive your copy here
Whether it’s booking in for brow shaping or trying out a new hair serum to prevent premature greying, men’s attitudes to personal care and grooming are continuing to shift.
68% of Gen Z and millennial men care more about their appearance today than they did five years ago, according to a survey of US men over the age of 25, commissioned by Just for Men and conducted by Talker Research.
Today, the average man has seven steps in their daily grooming routine, with over half (56%) spending more time and money (51%) on their routines than they did five years ago.
Seven in ten say that they will turn to ‘outside help’ to slow down age-related changes, and nearly a quarter (24%) would use skin serums or lotions to treat wrinkles.
“The market is experiencing strong growth, driven by a cultural shift where skin care is now an integral part of self-care, especially for Gen Z,” says Denise Cantwell, National Trainer and Sell-out Manager for UK and Ireland at Nuxe.
The brand relaunched its men’s range at the end of 2025 with MEN [BOOST]3, and the selection is designed to respond to what today’s men are seeking from their personal care products: effectiveness, simplicity and pleasure, says Cantwell.
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