Men’s Skincare: Not a Niche Market Anymore!

Hello all! My name is Larry, I’m in my 20s and I like to take care of my skin. There. That wasn’t so bad. 

But according to recent trends and market research, it appears I am not alone. It’s no secret that men’s skincare does not get nearly as much attention as women’s skincare, as it tends to be much simpler. The women’s skincare market is valued at over 30 times that of the men’s skincare market. Men (typically) do not wear makeup and our routine doesn’t take as much time: there’s no foundation, blush, bronzer, eye shadow, and other cosmetics to apply to our skin, and we don’t have to spend even more time removing these products at the end of the day. (Sorry ladies.) But what’s interesting is that young men are increasingly investing more money in skincare products (including makeup—in countries like South Korea!). In fact, men’s skincare products are actually growing at nearly double the pace as women’s: 9.4% versus 4.8% for women’s skincare products.

At first this statistic puzzled me: living in the United States, I certainly didn’t initially notice an abundance of men’s skincare products on the store shelves. But I have noticed a trend in advertising, more editorial coverage of skincare in men’s magazines, and even in observing my own habits over time. In the past, my own grooming routine consisted of not much more than daily cleaning and shaving. Now I find myself spending MUCH more time and money than I am willing to admit in this blog post on my own skincare and "manscaping" habits. Luckily for me, I discovered I wasn’t alone: this trend has really been taking off and is nothing of a niche market anymore. Asia is completely dominating as the fastest growing market for men’s skincare with Western Europe in second. Of the $3.3 billion spent globally in 2013 on products like men’s lotions and skin creams, $2.1 billion of that was spent in Asia. But it isn’t just in Asia that we’re seeing this trend, and I expect there to be more growth here in the US. So why is men’s skincare a growing global trend?

Because men have become more aware of the perks associated with looking good. They have a heightened awareness that looking good may provide them an advantage in the workplace and in their social/personal lives. It is becoming increasingly acceptable for men to care about their looks, and vanity is no longer exclusive to women. This trend has been reinforced by women’s approval of it. It appears women appreciate a man who puts effort into taking care of himself and his health. Not that this is a huge revelation or anything, but whether it’s taking care of your skin or working out—chicks dig men who care about looking good! 

I am currently using GR8SKN products for my skin, and I highly recommend them to guys and girls alike!