For a long time, society and its norms associated skincare and aesthetic treatments as feminine. However, in the past few years, there has been a remarkable change concerning men taking on skincare and cosmetic dermatology. The global male grooming market was worth over $70 billion in 2023, and this steady growth indicates a changing culture (Statista, 2024). This movement breaks with many dated stereotypes and indicates that we are heralding a new era of self-care and aesthetic awareness for men.
Changing Attitudes Towards Masculinity and Grooming
Historically, grooming beyond shaving and basic hygiene was also believed to be unmasculine. Younger generations, especially Millennials and Gen Z, are changing the definition of masculinity. Today’s male consumers are comfortable in expressing vulnerability, wellness-seeking, and spending on appearance. Media, social platforms, and celebrity culture have significantly commodified skincare as neutral turf in the battle of self-care (Jones, 2022; Mintel, 2023).
These skincare lines launched by David Beckham and Pharrell Williams put influencers at the forefront of normalizing male skincare. Also, TikTok and Instagram have become platforms where men openly share their skincare routines, talk about procedures like Botox or laser therapy, and review products. These changes indicate a wider acceptance and intrigue about dermatological care for male audiences (GlobalData, 2023).
A Market Tailored for Men
To cater to this growing interest, skincare brands and aesthetic clinics are introducing products and services targeted specifically to men. From unique packaging to fragrance-free formulations made for male skin, which tends to be oilier and thicker than female skin, companies are marketing their products according to the special needs of male consumers (American Academy of Dermatology, 2023; Draelos, 2018).
- The common skin care issues that are truly addressed to men are:
- Excess oil or oily skin and acne
- Irritation due to shaving
- Enlarged pores
- Signs of aging pretty much such as fine lines and volume loss by last decade’s end
- Hair loss and scalp care
The aesthetic clinics are now welcoming males flocked for non-invasive procedures. The ‘Brotox’ for males is metaphorically called Botox, and it is a growing trend for men looking to look young, renewed, without being stigmatized by the idea of having undergone plastic surgery. In the last two decades, the American Society of Plastic Surgeons (2023) reported a 400 percent increase for men receiving Botox. Another most demanded services include dermal fillers, chemical peels, PRP for hair restoration, and laser hair removal (Sadick, 2020).
Breaking the Stigma Around Aesthetic Treatments
Though the numbers have grown, a stigma around men who seek cosmetic treatment still lingers. However, the tide is changing, as more men see skincare and aesthetics not as vanity but as a form of wellness and self-respect. Clinics that create an inviting atmosphere and send inclusive messaging help facilitate this transition (Kwon & Park, 2021).
Educational outreach is perhaps equally important. Men may additionally be less familiar with skincare ingredients or protocols, thereby making them more intimidating. It is now incumbent upon dermatologists and aestheticians to educate male clientele and build trust among them. This may include minimalist suggestions for their skincare routines along with advice that is practical for their lifestyle (Mukhopadhyay, 2011).
Marketing and Messaging: Moving Beyond Pink Packaging
One of the main changes in this revolution has to do with rebranding skincare lines to attract men. Brands now present sleek neutral packaging and uncomplicated language. The functionality, science, and performance are highlighted in the messaging, attributes men tend to identify with. Therefore, “anti-aging” has been replaced with “performance skincare” or “skin recovery,” which ties to fitness and athletic achievement (Mintel, 2023; Euromonitor International, 2023).
Skincare brands from the very high-end or luxury fields are looking to introduce gender-neutral or male-oriented lines, while pharmacies and drugstores are increasingly stocking more unisex assortments. This means that we are not looking at a simple marketing campaign here; it shows deep cultural change in how society perceives male grooming.
The Future of Men’s Skincare
The men’s skincare and aesthetics markets are likely to continue to grow steadily into the near future, with increasing awareness and decreasing stigma attached to their use of skincare products by men. Emerging technologies like AI skin analysis and custom treatment programs will entice teenage boys who are indeed technology-savvy young men. The emphasis on overall wellness, mental health, and longevity will reinforce the importance of having good skincare and one’s appearance (Baumann, 2020).
From boardrooms to barbershops, men are talking about skincare-and they’re investing in it, too. What was once considered a niche or even a taboo subject is now a fast-pacing, dynamic sector of the beauty and wellness industries. By breaking the silence and embracing self-care, today’s men, in turn, are changing not only their skin but the narrative.
References
- American Academy of Dermatology. (2023). Skincare tips for men: What to know about male skin. https://www.aad.org
- American Society of Plastic Surgeons. (2023). Plastic surgery statistics report. https://www.plasticsurgery.org
- Baumann, L. (2020). Cosmetic dermatology: Principles and practice (2nd ed.). McGraw-Hill Education.
- Draelos, Z. D. (2018). Cosmetic dermatology: Products and procedures (2nd ed.). Wiley-Blackwell.
- Euromonitor International. (2023). Men’s grooming in 2023: Key market insights. https://www.euromonitor.com
- GlobalData. (2023). The rise of male skincare in the digital age. https://www.globaldata.com
- Jones, T. (2022). Masculinity redefined: The rise of self-care and skincare among men. Journal of Gender and Wellness, 17(3), 45–53.
- Kwon, H., & Park, J. (2021). Changing perceptions of male beauty: A sociocultural analysis. International Journal of Cosmetic Science, 43(5), 489–495.
- Mintel. (2023). Men’s grooming report: Trends, behavior, and opportunities. https://www.mintel.com
- Mukhopadhyay, P. (2011). Cleansers and their role in various dermatological disorders. Indian Journal of Dermatology, 56(1), 2–6.
- Sadick, N. S. (2020). Non-invasive aesthetic procedures for men: Current trends and techniques. Journal of Clinical and Aesthetic Dermatology, 13(4), 34–38.
- Statista. (2024). Global male grooming market size 2018–2028. https://www.statista.com
