Trending: The Bright Future of Men's Skin Care

With predicted growth and brands like Kao corp. launching Unlics, a cosmetics brand for Gen Z men and Gen Z defining a new approach to men's grooming, there appears to be plenty of space in this branch of the industry.
With predicted growth and brands like Kao corp. launching Unlics, a cosmetics brand for Gen Z men and Gen Z defining a new approach to men's grooming, there appears to be plenty of space in this branch of the industry.

The men's skin care market has been set to expand for many years. According to research by Future Market Insights (FMI), the global men’s skin care product market will reach U.S. $28.34 million, witnessing a double-digit CAGR through 2029. 

With predicted growth and brands like Kao Corp. launching Unlics — a cosmetics brand for Gen Z men — and Gen Z defining a new approach to men's grooming, there appears to be plenty of space for this branch of the industry to grow.

Skin Care Expansion

A report in the November edition of Global Cosmetic Industry identified that more men are embracing skin care because of their increased awareness of the link between skin care and self-grooming with health. Further, the rise of more skin care products developed specifically for men and brands working with male celebrities has put men's care in the spotlight.

For example, products like WAR Face Wash from douxds (see ingredient disclosure below), which aims to reduce acne and razor bumps by keeping pores clean, are designed specifically for men, and with more than 200 positive user reviews, it appears to be popular. 

The need for products like WAR may stem from a rise in popularity of men's skin care routines, largely due to the differences between men and women's skin. Men's skin tends to be more oily, thicker and requires more careful shaving, according to

Related: Trending: Redness and Rosacea Line 'Kalme Skin Care'


Recent years have also seen a rise in genderless cosmetics and inclusivity of men and men's beauty.

It is no secret that gender-performative terms like masculinity have found new meaning in the current day. The rise in inclusivity has created a demand for products that include everyone, and as men's products continue to rise in popularity, so do gender-neutral cosmetics. 

A report from Mintel from 2018 indicated consumers did not want to be defined by age, body appearance, sex or gender. Further, brands are being created on the foundation of gender neutrality, such as Non Gender Specific (NGS), which offers products like Everything Cream that comes in neutral design and packaging. 

For men, there has been an increase in the acceptance of adopting healthy habits like skin care routines; a survey from 2017 found that 29% of men between age 18-34 had one. There has also been more acceptance of men wearing makeup and cosmetic products. An Ipsos report from March of 2022 states that "15% of heterosexual men ages 18–65 in the U.S. currently use male cosmetics and makeup; an additional 17% would consider using it in the future."

Ultimately, with increases in the men's skin care market as well as male cosmetics market, recent years have seen the expansion of the male consumer to all cosmetic products, exemplified by previous stats.


The face of beauty today has diverged from what it was even 10 years ago. The cosmetics industry altogether continues to expand at a rate of 5.3% every year, according to Zippia, and is expected to continue to expand. Perhaps this is due the nature of the beauty industry to adapt, or the consumer relationship with cosmetic brands; however it is clear that men's cosmetic products is a market that will continue to see growth and support the industry as a whole.

Ingredients: WAR Face Wash: Aloe Barbadensis Leaf Juice (Organic Aloe), Cocamidopropyl Betaine (Surfactant), Aqua (Deionized Water), Disodium 2-Sulfolaurate, Sodium Methyl 2-Sulfolaurate, Charcoal Powder (Coconut Charcoal), Glycerin (Kosher, Vegetable), Glyceryl Caprylate/Caprate, Mentha Piperita Oil (Peppermint Essential Oil), Citric Acid, Betula Lenta Bark Oil (Sweet Birch Essential Oil), Potassium Sorbate (Preservative), Sodium Benzoate (Preservative), Propolis Extract (Propolis), Astragalus Membranaceus Root Extract (Organic Astragalus), Cucumis Sativus Extract (Cucumber), Ganoderma Lucidum Extract (Organic Reishi), Symphytum Officinale Leaf Extract (Comfrey Leaf).

Ingredients: Everything Cream: Water (Aqua), Propanediol, Coco-caprylate, Glyceryl Stearate Citrate, Helianthus Annuus (Sunflower) Seed Oil, Glyceryl Stearate SE, Glycerin, Cetyl Alcohol, Stearyl Alcohol, Caprylic/Capric Triglyceride, Prunus Amygdalus Dulcis (Sweet Almond) Oil, Butyrospermum Parkii (Shea) Butter, Citrus Aurantium Dulcis Peel Oil, Xanthan Gum, Potassium Cetyl Phosphate, Vitis Vinifera (Grape) Seed Oil, Persea Gratissima (Avocado) Oil, Simmondsia Chinensis (Jojoba) Seed Oil, Coprinus Comatus (Mushroom) Extract, Sodium Citrate, Pinus Strobus (Pine) Bark Extract, Propylene Glycol, Ocimum Tenuiflorum (Holy Basil) Extract, Urtica Dioica (Nettle) Leaf Extract, Calendula Officinalis Flower Extract, Taraxacum Officinale (Dandelion) Extract, Curcuma Longa (Turmeric) Root Extract, Zingiber Officinale (Ginger) Extract, Vaccinium Angustifolium (Blueberry) Fruit Extract, Vaccinium Macrocarpon (Cranberry) Fruit Extract, Aloe Barbadensis Leaf Juice, Caramel, Melia Azadirachta (Neem) Leaf Extract, Melia Azadirachta (Neem) Flower Extract, Corallina Officinalis Extract, Coccinia Indica (Ivy Gourd) Fruit Extract, Solanum Melongena (Eggplant) Fruit Extract, Aloe Barbadensis Flower Extract, Ocimum Sanctum Leaf Extract, Ocimum Basilicum (Basil) Leaf Extract, Haematococcus Pluvialis (Astaxanthin) Extract, Carthamus Tinctorius (Safflower) Seed Oil, Phenoxyethanol, Ethylhexylglycerin.

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