Male Grooming: Reasons Behind the Growth

The male grooming industry is experiencing a remarkable boom, with projections indicating a market worth of $115 billion by 2028, a significant increase from nearly $80 billion in 2022. This surge in popularity is driven by shifting notions of masculinity, social media influence, and increased awareness of self-care. As men embrace the concept of grooming and self-expression, the market expands rapidly, paving the way for exciting growth opportunities.

The Evolving Notions of Masculinity:

In the past, male grooming products were marketed with a one-size-fits-all approach, focusing on convenience and utilitarianism. However, as societal attitudes toward masculinity evolve, more men are embracing self-care as an essential aspect of their lifestyle. Social media and the rise of male influencers have played a significant role in encouraging men to prioritize self-expression and grooming.

Education and Awareness:

Dermatologists and skincare experts assert that the growth in male grooming can also be attributed to better education and understanding of skincare concerns among men. With a wider dissemination of knowledge on skincare products and regimens, men now seek out products tailored to their specific needs and concerns, leading to increased product usage and demand.

Smart Marketing Strategies:

Brands are adapting their marketing strategies to resonate better with male consumers. Focusing on active ingredients, product efficacy, and gender-neutral packaging, they cater to the modern man’s preference for simple, evidence-based skincare solutions. Brands like The Ordinary have witnessed immense success by offering affordable, single-ingredient products with genderless packaging.

Key Growth Areas:

Hairstyling, personalized grooming sets, and beard care have emerged as significant growth areas within the male grooming industry. Men are increasingly investing in products like oils, balms, and conditioners to maintain healthy and stylish facial hair. Men are embracing cleansers, moisturizers, and anti-aging products to enhance their appearance, driven by increased awareness and changing societal norms.

China’s Booming Male Skincare Market:

China’s male skincare market is experiencing a boom, fueled by a focus on sports and exercise, self-care during COVID-19 lockdowns, and an increased desire for healthy skin. Analysts predict a substantial rise in the market’s value, reflecting changing attitudes toward skincare and wellness.

The Impact of Social Media:

TikTok has emerged as a powerful force in shaping male grooming trends. “Get ready with me” and “how-to” videos showcasing haircuts and grooming routines have become immensely popular. Male-focused skincare search terms on TikTok have experienced a significant year-on-year increase, influencing men’s attitudes towards cosmetic treatments and skincare.

The Rise of Male Cosmetics:

Cosmetics for men are gaining popularity, with brands embracing genderless approaches. Notable figures like Harry Styles have pioneered genderless nail polish, while dedicated men’s makeup lines from Chanel and War Paint are breaking barriers in the grooming industry.


The booming male grooming industry is drive by shifting attitudes towards masculinity, increase education and awareness, and strategic marketing efforts. With men embracing self-care and self-expression, the market’s growth shows no signs of slowing down. As the industry continues to evolve, the rise of male cosmetics and grooming will undoubtedly redefine the boundaries of traditional beauty standards and foster inclusivity and self-confidence among men.