This article was originally published in the Male Grooming Trend Report. Receive your copy here
Male shoppers are now spending the majority of their beauty budgets on Amazon.
Research from e-commerce and marketing agency Front Row found that in the US, men are spending four times’ more of their skin care and grooming budgets at Amazon (54%) compared to speciality beauty retailer stores such as Sephora (14%).
They have also come flocking for fragrance: a big growth area, men’s fragrance grew by 19% year-on-year on Amazon between 2023 and 2024 and is outpacing both women’s fragrance (+15%) and the fragrance category as a whole (+14%).
And with 50% of Amazon beauty shoppers identifying as male, compared to only 33% within speciality retail, Front Row’s Director of Insights Emily Safian-Demers says that with more and more men both incorporating skin care into their daily routines, and purchasing fragrance, brands that overlook or ignore male consumers on Amazon “risk losing out on significant growth opportunities.”
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