More than half of US men now use facial skincare—a 68% increase from 2022

CHICAGO, IL (July 24, 2024) – According to new Mintel research, more than half (52%) of US men use facial skincare products, a 68% increase from 2022 (31%). Facial skincare is especially popular among Gen Z men (ages 18-27 in 2024), of which 68% use facial skincare, compared to 42% in 2022, showcasing a significant opportunity for brands to focus on these increasingly engaged demographics.

Not only are more men using skincare products, but they are also investing in higher-end products. Over two-fifths (42%) of men ages 18-34 purchase premium facial moisturizers over mass-market brands, while 33% of Gen Z men who use facial skincare products at home have traded up to more premium products. Additionally, over a third (35%) of men ages 18-34 purchase premium hand and body lotions, compared to just one-fifth (21%) of all male consumers.

In line with a preference for premium products, nearly half (46%) of men ages 18-34 say clean ingredients are a key factor when making buying decisions. Three-fifths (60%) of those who previously purchased clean personal care products say they’ve stopped using a product in the past year due to an ingredient safety concern.

Carson Kitzmiller, Senior Analyst, Beauty and Personal Care, Mintel, said:
“Over the last two years, we have seen a significant increase in facial skincare usage among men, especially younger men. Our research shows a growing market for male skincare products as younger men are willing to invest in higher-end products, specifically those touting clean ingredients. To effectively engage this audience, BPC brands must lean into the clean beauty space by underscoring their dedication to safe, non-toxic ingredients. By prioritizing thoughtful inclusions—and exclusions—brands can cultivate consumer trust, build brand loyalty, and encourage use across BPC sub-categories.”

Additional research on US male consumers and skincare usage, as well as interviews with the analyst, are available upon request from the Mintel Press Office. For those interested in purchasing the full report, please visit the Mintel Store.