The American Men's Beauty Products Market

Trends in Men's Cosmetics in the American Market for the Year 2025

Updated June 16, 2025

The men's cosmetics market in the United States is experiencing significant growth and evolution in 2025, driven by a combination of factors including changing societal perceptions of masculinity, increased self-care awareness, the influence of social media, and product innovation.

Here are some key trends in the men's cosmetics sector in the USA:

1. Skin Care Domination and Sophistication:

• Continued Growth: Skin care remains the largest segment in men's cosmetics in America, with strong focus on staple products like cleansers and moisturizers.
• Advanced Routines: Men, particularly younger generations (Gen Z and millennials), are increasingly adopting more advanced skin care routines, incorporating products like beauty essences, serums, and anti-aging creams with ingredients such as retinol, hyaluronic acid, and peptides.
• Targeted Solutions: There is a growing demand for products addressing specific male skin issues such as dryness, acne, clogged pores, blackheads, and signs of aging (fine lines, wrinkles).
• Natural and Organic Ingredients: A strong preference for natural, organic, and chemical-free formulations is driving demand for "clean beauty" products. Popular ingredients include Vitamin C, Niacinamide, Peptides, Retinol, Hyaluronic Acid, Ceramides, Caffeine, and various plant extracts.

2. Growing Acceptance of Men's Makeup in America:

• Normalization: The stigma around men's makeup is decreasing, especially among the young. Social media and male beauty influencers play a significant role in normalizing and popularizing these products.
• Increased Adoption of Cosmetics among Men in the USA: In 2024, a significant percentage of young men (for example, 72% of American male consumers aged 18 to 34) report using makeup products, indicating a growing trend of incorporating cosmetics into their personal care routines.
• Subtle Enhancements: The focus on men's makeup is centered on subtle enhancements to improve appearance, such as evening out skin tone or concealing imperfections, rather than dramatic transformations.

3. Multifunctional and Practical Products:

• Efficiency: American consumers often seek products offering multiple benefits in one, to fit busy lifestyles and reduce clutter in their personal care routines.
• Ease of Use: There is a preference for simple and practical products to integrate into daily life.

4. Sustainability and Ethical Sourcing:

• Eco-Conscious Consumers: Driven by environmentally conscious consumers, there is a noticeable shift towards sustainable products. This includes biodegradable packaging, organic materials, and cruelty-free formulas.
• Clean Labels: Ingredient transparency and a focus on non-toxic products are highly appreciated.

5. Premiumization and Innovation:

• High-Quality Products: Men are increasingly willing to invest in high-quality and premium brands offering tangible benefits.
• Brand Collaborations: Partnerships between skincare and fashion/lifestyle brands are increasing, expanding market reach and offering new types of products.
• Technological Advances: The use of AI and augmented reality in personal care products for personalized recommendations and virtual try-ons is on the rise, enhancing the online shopping experience.

6. Digital and Social Media Influence:

• E-commerce Domination: Online platforms, particularly Amazon, are becoming the primary channels for men to purchase personal care products due to convenience, wide selection, and competitive pricing.
• Influencer Marketing: Celebrity endorsements, social media influencers, and online beauty communities are powerful drivers behind the adoption of men's cosmetics, especially among young consumers.

7. Evolving Concept of Masculinity in America:

• Self-Care as Personal Improvement: The idea of skincare and personal care as a form of self-care and personal improvement is gaining traction, challenging traditional notions of masculinity.
• Broader Appeal: Brands are navigating the evolving interpretations of masculinity, with a mix of "progressive" and "traditional" ideals coexisting. Some brands are also embracing gender-neutral offerings.

In summary, the men's cosmetics market in the United States in 2024 is characterized by a dynamic shift towards more comprehensive skincare routines, a growing acceptance of subtle makeup, a strong demand for sustainable and multifunctional products, and significant influence from digital platforms and cultural shifts regarding male personal care and self-care.

Updated March 3, 2020

Men's Beauty Market Sales in America Expected to Reach $166 Billion by 2022

This category represents a great opportunity for brands ready to evolve with their consumers

In Italy, the men's beauty category in 2016 had recorded sales of $48 billion. In 2020, the revenue will reach $61 billion, with a growth rate of +6.4% per year. In the United States, sales growth is even more pronounced. Once, men's beauty products in the USA, but also in Europe, were divided between shaving products and everything else, today they encompass specific and targeted lines ranging from creams to shampoos.

One of the drivers of this change is social media, which has revived a voyeuristic society that has broken down limitations (and prejudices) around male well-being and personal care. The internet has also "enabled male consumers to better understand their needs and preferences and to seek out suitable products," reports Euromonitor International, a market research specialist.

In short, gone are the days of 3-in-1 men's beauty products, shampoos that were also conditioners and shower gels, in favor of greater customization, an opportunity for brands to unlock the untapped potential of the market. Consequently, men are seeking customized solutions based on their needs, rather than settling for universal options, and are considering layering care and wellness to develop new beauty routines.
 

Opportunities for Companies to Introduce Men's Beauty Products to the American Market

Exporting Men's Beauty Products to the USA: An Ever-Growing Demand

Brands must therefore respond to a new widespread awareness, meeting the ever-growing demand from a broader target than expected. The most successful startups are those offering practical solutions while addressing issues related to health and wellness problems, like hair loss. 

Many brands are already operating in this direction, which represents an advantage for the consumer but poses an additional challenge for brands choosing to do the same today. To succeed in the future, beauty brands must offer more than just basic hydration. They need to reach a niche, with specific needs. 

This explains the success, for example, of a brand like DTC Bevel, launched in 2013 with shaving products for men of color. The brand, led by entrepreneur Tristan Walker, has since expanded its range of personal care products and was acquired by Procter & Gamble in 2018. Encouraged by its new funding, Bevel plans to expand its distribution in America tenfold over the next year. 
 

An Eye on Sustainability for Men's Products Too

Eco-Sustainable Packaging Isn't Just for Women

More and more brands, in addition to offering a range of specific products for men, are doing so with a concern for the environment. Using reusable packaging for products in America is becoming a lifestyle choice, increasingly shared by the male gender. Today, indeed, there are many more eco-sustainable products for women than for men because various statistics have revealed that men are less inclined to recycle. 

But things are changing, thanks to new consumers belonging to the Millennials and Generation Z: they have shown to be heavily involved in issues related to the climate crisis, according to recent data collected in the United States by the Pew Research Center.