The Rise of the ‘No-Label’ Beauty Consumer: What’s Next for Men’s Grooming
The men’s grooming market is no longer a niche. Fueled by Gen Z’s embrace of self-care and a dismantling of traditional masculinity, it’s poised for continued, double-digit growth. But the future isn’t simply about *more* products for men; it’s about a fundamental shift in how those products are marketed, sold, and perceived. The question now is: will the industry double down on “men’s makeup,” or will it simply become… makeup?
Beyond ‘Men’s’ Aisles: The Gender-Neutral Revolution
Retailers like Ulta Beauty and Sephora are already leading the charge, integrating complexion products into skin-care focused displays rather than segregating them into “men’s” sections. This isn’t just about inclusivity; it’s about removing barriers to entry. Many men report feeling intimidated or self-conscious browsing explicitly gendered aisles. “The biggest hurdle isn’t price, it’s uncertainty,” explains Linda Dang, CEO of Sukoshi. “Men want to understand what a product does and how to use it without feeling awkward.”
This trend extends beyond brick-and-mortar stores. Online, brands are increasingly focusing on digital education, utilizing QR codes (like War Paint’s packaging) and influencer marketing to demystify application techniques. TikTok, in particular, has become a powerful discovery engine, with hashtags like #mensgrooming amassing over 26 billion views. The platform’s short-form video format allows for quick, accessible tutorials, removing the need for traditional gatekeepers.
The Skinification of Everything: From Concealer to Comprehensive Routines
The initial entry point for many men is often subtle: concealer to cover blemishes, tinted moisturizer for a more even complexion. But this frequently expands into a more comprehensive routine. Farah Jemai, global marketing associate lead at Unleashia, notes that “When men discover makeup that works, they don’t use once and never again. They restock.” This repeat purchase behavior is a key driver of market growth.
This expansion is closely tied to the broader “skinification” trend – a growing emphasis on skincare as a foundation for overall well-being. Gen Z men, in particular, are embracing skincare at unprecedented rates. Mintel data shows that 68% of U.S. Gen Z men (ages 18-27) used facial skincare products in 2024, a significant jump from 42% just two years prior. This focus on skin health naturally leads to an interest in products that enhance and protect it, blurring the lines between skincare and makeup.
The Celebrity Effect: Normalizing Grooming Through Influence
Celebrity endorsements have historically been powerful in the beauty industry, and the men’s grooming market is no exception. The launch of Dwayne “The Rock” Johnson’s Papatui line at Target in 2024, alongside brands from Harry Styles and Brad Pitt, signals a broader cultural acceptance of men’s self-care. These high-profile figures aren’t just lending their names to products; they’re actively normalizing grooming routines and challenging traditional notions of masculinity.
However, the influence extends beyond A-list celebrities. Micro-influencers and everyday creators on platforms like TikTok and Instagram are playing a crucial role in driving awareness and building trust. Their relatable content and authentic reviews resonate with consumers who are seeking genuine recommendations.
The Rise of ‘Looksmaxxing’ and the Wellness Connection
Beyond aesthetics, grooming is increasingly being framed as part of a broader “optimization culture” – sometimes referred to as “looksmaxxing.” This encompasses fitness tracking, supplements, hair-loss prevention, and longevity routines. For many men, grooming isn’t about vanity; it’s about self-improvement and maximizing their potential. This reframing removes stigma and unlocks spending, as consumers view grooming products as investments in their overall well-being.
Challenges and Opportunities Ahead
Despite the positive trajectory, challenges remain. Social stigma, while diminishing, hasn’t entirely disappeared. Inflationary pressures could also curb spending on non-essential goods. Retailers face the challenge of scaling a market where many consumers are still learning how to use the products.
However, these challenges also present opportunities. Brands that prioritize education, inclusivity, and accessibility will be best positioned to succeed. The future of men’s grooming isn’t about creating separate categories; it’s about integrating grooming into a holistic approach to self-care and empowering individuals to express themselves authentically.
Frequently Asked Questions (FAQ)
Q: Is the men’s grooming market just a trend?
A: No, data suggests it’s a sustained shift driven by changing cultural norms and a growing emphasis on self-care, particularly among younger generations.
Q: What products are driving the most growth in the men’s grooming market?
A: Skincare products are currently the fastest-growing segment, followed by complexion products like concealers and tinted moisturizers.
Q: Will “men’s makeup” eventually just become “makeup”?
A: Many industry experts believe so. As gender norms continue to evolve, the need for separate categories will likely diminish.
Q: Where can I find reliable information about men’s grooming products?
A: TikTok, Instagram, and beauty blogs are great resources. Look for reviews from trusted influencers and consider consulting with a dermatologist or grooming expert.
What are your thoughts on the future of men’s grooming? Share your opinions in the comments below! Don’t forget to explore our other articles on skincare trends and beauty innovations for more insights.
