$115 Billion by 2028 | Why the Men’s Grooming Market is Just Getting Started

As we kick off our Men’s Health Month series, we are taking a closer look at the transformation of male personal care, driven by the growing demand for natural ingredients and the rise of a more open, expressive approach to masculinity.

A major driver of this cultural shift is male beauty influencers. Platforms such as TikTok have become digital grooming classrooms, where creators share everything from simple skincare tips to in-depth product reviews. These influencers are normalising self-care and reshaping how men view beauty and wellness, making it aspirational rather than taboo. The search volume for ‘men skincare routine’ has skyrocketed by 857% in the past five years (Exploding Topics), while 52% of men in America now use facial skincare, up from just 31% in 2022. Among Gen Z, that number is even higher, at 68% (Mintel).

This evolution has created space for a diverse and specialised product landscape, no longer just repackaged women’s items with ‘for men’ added onto the label. Brands are responding by expanding their offerings to cater to the unique needs of male consumers, including solutions for shaving irritation, acne, and targeted anti-ageing products. This evolution in men’s grooming habits presents a significant opportunity for brands to engage with a more informed and invested male consumer base.

In 2024, the global men’s personal care market hit $90.1 billion and is expected to reach $115.3 billion by 2028 (Statista). But this isn’t just about more products, it’s about better ones.

Today’s male consumer is savvy, reading labels, questioning ingredient lists, and turning to plant-based, organic, and sustainably sourced solutions. 70% of men now prefer grooming formulations made with natural or organic ingredients and Gen Z is leading the way (Global Research). In America alone, 68% of Gen Z men aged 18–27 report regular use of facial skincare, a massive leap from just 42% in 2022.

Everyday grooming has become a ritual, rooted in wellness, boosted by clean science, and shared across social platforms by a new wave of male beauty influencers.

From beard oils and skincare to fine-fragrance deodorants and hormone-balancing wellness, in this series, we will explore how men are redefining what it means to care for themselves, inside and out.

Beard Oil as the Gateway to Self-Care

Once a niche product, beard oil has become a grooming staple, with the beard care market on track to reach $38 billion by 2030 from $21.8 billion in 2023 at a CAGR of 7.2% (Data Bridge).

Cold-pressed botanicals such as jojoba, argan, and almond oil are in high demand for their ability to soften facial hair and care for the often-ignored skin beneath. Sustainable sourcing is no longer a ‘nice-to-have’ but is expected. Brands that align with these values are gaining traction, particularly those offering clean-label transparency and eco-conscious formulations.

Search interest in ‘natural beard oil’ and ‘organic beard care’ is at an all-time high, making this a key entry point for men stepping into the world of natural self-care and an opportunity for brands to create unique formulations that cater to the growing demand.

Haircare and Skincare goes Natural

Beyond the beard, men’s haircare is undergoing a similar revolution. Instead of crispy gels and chemical-heavy pomades, the modern man is now shopping for scalp health, hydration, and clean ingredients. Oils such as hemp seed, castor, and sacha inchi are becoming increasingly popular for their nourishing and hair-strengthening properties.

In skincare, simplicity is key as consumers now look for short, understandable ingredient lists. Cold pressed oils, such as prickly pear and hemp seed are leading the way, as they deliver antioxidant-rich hydration without synthetic fillers.

The New Luxury of Men’s Deodorant

From functional to fragrant, once defined by words such as ‘fresh’ or ‘cool,’ the category is experiencing a shift, led by brands offering complexed fragrance profiles, eco-conscious formulations, and elevated aesthetics.

And the growth of men’s fragrances is outperforming women’s, with men’s fragrance sales growing 19% year on year, on Amazon compared to a 14% growth in women’s (Front Row).

Ingredients you’d expect in fine fragrance, such as notes of vetivert, neroli blossom, red apple, or cherry, can now be found in everyday essentials. These aren’t just products but experiences, and an example of sensescaping, where the use of scents, textures, and sounds are transforming everyday rituals into moments of mindful self-care.

O&3’s Thoughts…

Men’s wellness is becoming more holistic and natural. It’s not just about looking good, but feeling balanced, physically, emotionally, and hormonally, which is we explore deeper in the following articles, as part of our Men’s Health Month series:

• Men’s Intimate Care

Sticks, wipes, deodorants, and lotions designed for comfort and confidence.

• Male Hormonal Health

Navigating testosterone, hormone balancing, and the realities of the male menopause.

As we explore these topics, one theme remains clear; today’s man wants more. More performance. More transparency. More connection to his health. And most of all, products that respect his evolving definition of masculinity.