How Men Are Really Entering the Beauty Category in 2026

The men’s beauty market is expanding steadily, but its growth follows a different rhythm than women’s beauty. Rather than trend-driven experimentation, male consumers typically enter the category through problem-solving needs such as acne, anti-aging, and sun protection, as well as intuitive categories like fragrance. Historically, shaving served as the primary gateway into skincare, allowing brands to introduce adjacent products framed as functional “solutions” rather than enhancements. While this approach normalized basic routines, it also limited how growth has traditionally been measured, often understating the category’s true momentum.

That dynamic is now shifting, particularly among younger consumers. Gen Z men are increasingly bypassing shaving altogether and discovering skincare as a first point of entry, driven by ingredient education, social platforms, and preventative thinking. Retail data reflects this change: men’s skincare is a roughly $231 million trailing-twelve-month category growing at about 5% year over year, while explicitly men-positioned products are growing faster—approximately 12% on a $100 million base. Search behavior underscores intent, with queries like “face wash for men” up 177% year over year and branded searches surging even higher, signaling active decision-making rather than passive purchasing.

Despite this progress, men’s beauty remains structurally different. Men tend to buy fewer products, favor multifunctional formulas, and shop less frequently, which suppresses traditional measures of penetration and spend. As a result, growth becomes more visible when viewed through usage occasions, routine adoption, and cross-category behavior rather than SKU count alone. Importantly, men are gravitating toward science-backed, gender-neutral formulations and straightforward messaging, often viewing skincare as “tech for the skin” rather than a form of self-expression. This shift has also led to skepticism around narrowly positioned men-only brands, with greater long-term opportunity seen in inclusive platforms that can scale across audiences.

For the professional beauty industry, these changes create meaningful opportunity—especially in education, consultation, and routine building. Barbers, estheticians, and skincare professionals are well positioned to guide men toward simple, results-driven regimens focused on prevention, skin health, and performance rather than complexity. As men increasingly shop on their own terms and outside gendered retail spaces, professionals who emphasize efficacy, trust, and easy-to-maintain routines can play a critical role in sustaining loyalty. Men’s beauty may not grow loudly, but its evolution is structural—and professionals who understand its unique dynamics will be best positioned to capture its long-term value.

Read more about "Men's Beauty Market: Steady Growth, Different Dynamics" on Beauty Matter

The article linked above is owned by an external source, and iBeAuthentic is not affiliated with that company. Clicking the link will take you to their website, which may require a subscription to view. (Fun fact: AI helped us write this summary!)