Beauty Industry, Market Research

Mintel Reports More Than Half of U.S. Men Now Use Skincare Products

With a 68% increase from 2022, facial skincare is popular among Gen Z men this year.

July 25, 2024

By: Rachel Klemovitch

Assistant Editor

New Mintel research shows that more than half of U.S. men use facial skincare products, with a 68% increase from 2022.

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.”

Premium Products in Men’s Skincare

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. Gen Z men 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 are purchasing more premium products.

Additionally, over a third (35%) of men ages 18-34 purchase premium hand and body lotions, compared to one-fifth (21%) of all male consumers.

Clean Men’s Skincare

Kitzmiller added,

“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.”

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.