Young men in Britain are embracing skincare more than ever

The skincare and cosmetics sector in Britain has grown especially among young men in the past four years. Data from YouGov BrandIndex shows a steady increase in the Consideration score – the percentage of consumers who would prefer a brand in this category if they were in the market to purchase skincare or cosmetic products. While the sector has seen overall growth, young men aged 18-34 have shown a stronger increase in Consideration compared to the broader male population.

Between January 1, 2020, to December 31, 2024, Considerations score for overall skincare and cosmetics doubled growing from 3.1% to 6.1% among young men. Over the same period, the score for all men increased at a slower rate, from 3% to 4.6%. While both groups show an upward trend, the data suggests that younger men are driving much of the category’s momentum.

This surge is further reflected in the performance of specific brands. Dior, for example, saw its Consideration score among young men jump from 6.3% in 2020 to 28.1% in 2024, an increase of 21.8 percentage points. Chanel also gained traction, with scores rising from 3.7% to 21.4%, marking a 17.7-point increase. Other brands, including Avon (+10.6 points), Revlon (+10 points), and Maybelline (+7.9 points), have also recorded a steady growth among younger male consumers, far outpacing increases seen among general male population.

Beyond Consideration, YouGov Profiles data highlights changing attitudes among young men toward skincare and cosmetics. 65% of men aged 18-34 say that looking physically attractive is important to them, compared to 46% of all men.

Additionally, young men are more likely to view beauty products as beneficial - 39% use them to enhance their appearance, while 35% use them to feel better. The same percentage, 35%, also say they use beauty products to prevent skin aging, compared to 24% of all men. Men aged 18-34 are also more likely to say they have a skincare routine (30%) compared to broader British men (23%).

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Consideration score is based on the question: When you are in the market to purchase from skincare or cosmetic brand, from which of the following would you consider? and delivered as a percentage. Scores are based on an average daily sample size of 300 UK adults between January 1, 2020, to December 31, 2024. The figures are based on a 52-week moving average.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.