One brand has seen consideration shoot up as men’s skincare enters mainstream

The men’s grooming market experienced a significant shift in recent years, reflecting a more image-conscious and self-aware male consumer. Traditionally focused on shaving and basic hair care, the category is expanding to encompass a wider range of products including moisturizers, anti-aging products, toners and even makeup.

YouGov BrandIndex, a platform that monitors consumer perceptions around brands and sectors, confirms this trend. Between 2020 and 2023, Consideration scores for the overall skincare and cosmetics sector have grown steadily.

Notably, there has been a significant increase in the proportion of younger men considering purchase from this category.  YouGov data reveals that consideration for skincare and cosmetics among 18-34-year-olds jumped from 7.3% in 2020 to 8.8% by the end of 2023..

This shift in consumer behavior has presented opportunities that cater to this evolving market. Sephora, a leading beauty retailer, serves as a prime example. YouGov BrandIndex shows that young men were nearly twice as likely to consider shopping for Sephora between 2020 and present day.

Several factors are likely contributing to this rise in male grooming. Social media platforms like TikTok and Instagram are powerful influences. The hashtag #mensskincare, for example, currently boasts over 203 million views with brands and influencers showcasing product recommendations and skincare routines.

Additionally, a broader cultural shift is dismantling traditional notions of masculinity, making it more common for men to invest in their appearance as healthy skin and skincare routines enter the mainstream.

This is evident in their attitudes to and perceptions of advertising and body image, particularly when it comes to young men. For instance, men between the ages of 18 and 34 were roughly 40% more likely to say they use beauty products to make themselves feel better (49% vs. 34%) and look better (52% vs. 37%) when compared to men overall. Half (51%) of young men also say they use beauty products to prevent their skin from aging, something that only 37% of men overall agreed with.

The desire to look attractive may also play a role in the growth of the men’s grooming market, with over two in three young men saying it’s important for them to look physically attractive (70%) and feel attractive (66%). Over half of men overall agree as well, underscoring further opportunity for skincare and cosmetics brands to engage even more men on the benefits of their products.