Men's Skincare Statistics (2026): 45+ Data Points on Market Growth, Male Adoption, and the Premium Shift
Something has shifted on the bathroom shelf. In 2024, 52% of US men used facial skincare products, up from 31% in 2022, a 68% rise in two years (Mintel, US Men's Facial Skincare 2024). Among Gen Z men the figure reaches 68%. The global men's grooming market that skincare sits inside is now worth $298.9 billion and is forecast to pass half a trillion dollars by 2033 (Grand View Research, Men's Grooming Products Market 2026). Men's skincare is no longer a niche within grooming; it is the fastest part of it.
This is a men's skincare statistics reference: market size, adoption, the generational split, the premium shift, and the one habit men still resist. We aggregated data from Grand View Research, Precedence Research, Mintel, Statista, Roy Morgan, Euromonitor International, the American Academy of Dermatology, and dozens of other sources, and traced every figure to its primary.
How many men use skincare in 2026?
More than half of men in developed markets now use facial skincare. In the US, 52% of men used facial skincare in 2024, up from 31% in 2022 (Mintel). In Australia, 43.4% of men use skincare, up from 40.5% five years earlier (Roy Morgan, September 2025). Gen Z men lead: 68% use facial skincare, roughly double the rate of Gen X (Mintel). Adoption is highest among younger men and rising across every age group.
Men's skincare statistics: key takeaways
- 52% of US men used facial skincare in 2024, up from 31% in 2022, a 68% increase (Mintel, 2024).
- 68% of US Gen Z men use facial skincare, up from 42% in 2022 (Mintel, 2024).
- The global men's grooming market was worth $298.9 billion in 2025 and is forecast to reach $506.7 billion by 2033, a 6.7% CAGR (Grand View Research, 2026).
- Skincare accounted for 34.1% of the men's grooming market in 2025, its largest product category (Grand View Research, 2026).
- The global men's skincare products market was worth about $17.96 billion in 2025, forecast to reach $33.25 billion by 2035 (Precedence Research, 2025).
- The men's personal care market is forecast to reach $67.2 billion by 2030 (Grand View Research).
- 42% of US men aged 18 to 34 buy premium facial moisturisers over mass-market brands (Mintel, 2024).
- 46% of US men aged 18 to 34 say clean ingredients are a key factor in what they buy (Mintel, 2024).
- 83% of men do not use sunscreen daily, and 39% rarely or never use it, against 28% of women (Journal of Drugs in Dermatology; American Academy of Dermatology).
- South Korean men spend roughly four times more per head on skincare than men in Denmark, the next-highest country (Euromonitor International).
- 42% of Gen Z men say they put a larger share of their income into grooming, ahead of millennials at 29% (Barclays, 2025).
- Asia Pacific held 34.3% of the men's grooming market in 2025 and is growing fastest, at an 8.6% CAGR (Grand View Research, 2026).
1. The men's skincare market: size and growth
Men's skincare is the largest and fastest-growing slice of a grooming market measured in the hundreds of billions. Skincare made up 34.1% of the men's grooming market in 2025, ahead of every other category (Grand View Research). Estimates for the men's skincare segment on its own cluster around $18 billion in 2025, with forecasts to $33 billion by the mid-2030s. Growth is steady rather than explosive, in the 6% to 7% range a year.
The men's grooming market was worth $298.9 billion in 2025 and is forecast to reach $506.7 billion by 2033 (Grand View Research). The narrower men's skincare products market is harder to pin down; firms define it differently, so the figures below are shown by source and scope rather than averaged into one number. What they agree on is direction and pace: up, at a mid-single-digit annual rate, led by skincare rather than shaving hardware.
| Metric | Value | Source |
|---|---|---|
| Men's grooming market, 2025 | $298.9 billion | Grand View Research, Men's Grooming Products Market (2026) |
| Men's grooming market, 2026 forecast | $322.2 billion | Grand View Research (2026) |
| Men's grooming market, 2033 forecast | $506.7 billion (6.7% CAGR) | Grand View Research (2026) |
| Skincare share of men's grooming market, 2025 | 34.1% | Grand View Research (2026) |
| Men's skincare products market, 2025 | ~$17.96 billion | Precedence Research (2025) |
| Men's skincare products market, 2035 forecast | $33.25 billion (6.35% CAGR) | Precedence Research (2025) |
| Men's skincare products market, 2027 forecast | $18.92 billion (6.2% CAGR) | Grand View Research, Men's Skincare Products Market |
| Men's personal care market, 2030 forecast | $67.2 billion | Grand View Research, Men's Personal Care Market |
Primary source: Grand View Research, Men's Grooming Products Market.
2. Adoption: how many men now use skincare
Adoption is the story under the market numbers. Half of men in the US and a rising share elsewhere now use facial skincare, and most of that growth has come in the last few years. The change is fastest among younger men, but it is not confined to them; usage is up across the board.
US men's facial skincare use rose from 31% in 2022 to 52% in 2024 (Mintel). Men are also buying it themselves rather than receiving it as a gift: 26% of US men bought their own personal care products in 2021, a share that has climbed as the category has normalised (Statista). Australia tells the same story more slowly, with 43.4% of men using skincare in 2025, up from 40.5% five years before (Roy Morgan).
| Metric | Value | Source |
|---|---|---|
| US men using facial skincare, 2024 | 52% | Mintel, US Men's Facial Skincare (2024) |
| US men using facial skincare, 2022 | 31% | Mintel (2024) |
| Two-year change in US male adoption | +68% | Mintel (2024) |
| Australian men using skincare, 2025 | 43.4% (up from 40.5%) | Roy Morgan (September 2025) |
| US men buying their own personal care, 2021 | 26% | Statista |
| Male segment growth in the wider skincare market | Fastest-growing gender segment | Grand View Research, Skin Care Products Market |
Primary source: Mintel, US Men's Facial Skincare.
3. The generational engine: Gen Z and millennials
Younger men are driving the category. Gen Z men use skincare at close to double the rate of older generations, and they treat it as ordinary self-care rather than something to explain. Millennials sit between Gen Z and Gen X, comfortable in the category and willing to pay for products that earn it.
68% of US Gen Z men used facial skincare in 2024, up from 42% in 2022 (Mintel). Statista puts the same figure at close to 70%. The generational gap is wide: Gen Z men are far more likely to use skincare than Gen X, and they spend accordingly, with 42% saying they devote a larger share of their income to grooming, against 29% of millennials (Barclays, 2025).
| Metric | Value | Source |
|---|---|---|
| US Gen Z men using facial skincare, 2024 | 68% | Mintel (2024) |
| US Gen Z men using facial skincare, 2022 | 42% | Mintel (2024) |
| US Gen Z men using facial skincare (corroborating estimate) | ~70% | Statista (2024) |
| Gen Z men putting a larger income share into grooming | 42% | Barclays (2025) |
| Millennial men putting a larger income share into grooming | 29% | Barclays (2025) |
Primary source: Statista, facial skincare among US Gen Z men.
4. Trading up: premium, prestige, and clean ingredients
Men are not just using more skincare; they are buying up. Younger male buyers reach for premium moisturisers over mass-market ones, read ingredient lists, and walk away from products they distrust. This is where the value in the category is concentrating, and it mirrors the wider move toward anti-ageing and clean formulation.
42% of US men aged 18 to 34 buy premium facial moisturisers over mass-market brands, and 33% of Gen Z men who use skincare have traded up to more premium products (Mintel). Ingredients matter to this group: 46% of men aged 18 to 34 name clean ingredients as a key buying factor, and 60% of men who have bought clean personal care have stopped using a product over an ingredient-safety concern in the past year (Mintel). The anti-ageing products market they are increasingly part of was worth $55.6 billion in 2025 and is forecast to nearly double by 2033 (Grand View Research).
| Metric | Value | Source |
|---|---|---|
| Men 18 to 34 buying premium facial moisturisers | 42% | Mintel (2024) |
| Gen Z male skincare users trading up to premium | 33% | Mintel (2024) |
| Men 18 to 34 buying premium hand and body lotions | 35% (vs 21% of all male buyers) | Mintel (2024) |
| Men 18 to 34 citing clean ingredients as a key factor | 46% | Mintel (2024) |
| Clean-care buyers who dropped a product over ingredient safety | 60% | Mintel (2024) |
| Anti-ageing products market, 2025 | $55.6 billion | Grand View Research, Anti-Aging Products Market (2026) |
| Anti-ageing products market, 2033 forecast | $107.6 billion (8.9% CAGR) | Grand View Research (2026) |
Primary source: Grand View Research, Anti-Aging Products Market.
5. The sunscreen gap
For all the growth, one habit lags. Men use cleansers and moisturisers far more readily than they use sun protection, and the shortfall matters because men develop skin cancer at higher rates than women. This is the clearest gap between what the category sells and what men actually do.
83% of men do not use sunscreen daily, and 39% rarely or never use it, against 28% of women (Journal of Drugs in Dermatology; American Academy of Dermatology). Fewer than 15% of men regularly apply sunscreen to both the face and other exposed skin, compared with 30% of women (American Academy of Dermatology). The stakes are real: one in five Americans will develop skin cancer by age 70, men more often than women, and regular sunscreen use cuts the risk of some skin cancers by up to half (Skin Cancer Foundation).
| Metric | Value | Source |
|---|---|---|
| Men who do not use sunscreen daily | 83% | Journal of Drugs in Dermatology (2021) |
| Men who use sunscreen weekly | 38% | Journal of Drugs in Dermatology (2021) |
| Men who rarely or never use sunscreen | 39% (vs 28% of women) | American Academy of Dermatology |
| Men regularly protecting face and body | <15% (vs 30% of women) | American Academy of Dermatology |
| Americans who develop skin cancer by age 70 | 1 in 5 | Skin Cancer Foundation |
| Risk reduction from regular sunscreen use | Up to 50% | Skin Cancer Foundation |
Primary source: The Skin Cancer Foundation.
6. A global picture: Korea, Asia, and the West
Where a man lives shapes how much skincare he uses. Asia leads by a distance, both in market size and in per-head spending, and multi-step routines that are unusual in the West are routine there. Europe and North America are catching up from a lower base.
South Korean men spend roughly four times more per head on skincare than men in Denmark, the next-highest country (Euromonitor International). Asian countries account for five of the top ten nations by per-head male cosmetics spend (Euromonitor). Asia Pacific held 34.3% of the men's grooming market in 2025 and is growing fastest, at an 8.6% CAGR, while Europe held about 30% of the men's skincare products market at the last regional read (Grand View Research).
| Metric | Value | Source |
|---|---|---|
| South Korean men's per-head skincare spend | ~4x the next-highest country | Euromonitor International |
| Asian nations in the top ten for per-head male cosmetics spend | 5 of 10 | Euromonitor International |
| Asia Pacific share of the men's grooming market, 2025 | 34.3% (8.6% CAGR) | Grand View Research (2026) |
| Europe share of the men's skincare products market | ~30% | Grand View Research, Men's Skincare Products Market |
| North America share of the anti-ageing products market, 2025 | 35.9% | Grand View Research (2026) |
Primary source: Grand View Research, Men's Personal Care Market.
Summary: 18 men's skincare statistics at a glance
| Statistic | Figure | Source |
|---|---|---|
| US men using facial skincare, 2024 | 52% | Mintel (2024) |
| US men using facial skincare, 2022 | 31% | Mintel (2024) |
| Two-year rise in US male adoption | +68% | Mintel (2024) |
| US Gen Z men using facial skincare, 2024 | 68% | Mintel (2024) |
| Australian men using skincare, 2025 | 43.4% | Roy Morgan (2025) |
| Men buying their own personal care, 2021 | 26% | Statista |
| Men's grooming market, 2025 | $298.9 billion | Grand View Research (2026) |
| Men's grooming market, 2033 forecast | $506.7 billion | Grand View Research (2026) |
| Skincare share of men's grooming market, 2025 | 34.1% | Grand View Research (2026) |
| Men's skincare products market, 2025 | ~$17.96 billion | Precedence Research (2025) |
| Men's skincare products market, 2035 forecast | $33.25 billion | Precedence Research (2025) |
| Men's personal care market, 2030 forecast | $67.2 billion | Grand View Research |
| Men 18 to 34 buying premium facial moisturisers | 42% | Mintel (2024) |
| Men 18 to 34 citing clean ingredients as key | 46% | Mintel (2024) |
| Men not using sunscreen daily | 83% | Journal of Drugs in Dermatology (2021) |
| Men rarely or never using sunscreen | 39% | American Academy of Dermatology |
| South Korean men's per-head skincare spend | ~4x the next country | Euromonitor International |
| Asia Pacific share of the men's grooming market, 2025 | 34.3% | Grand View Research (2026) |
Frequently asked questions
How many men use skincare?
In the US, 52% of men used facial skincare in 2024, up from 31% in 2022 (Mintel). Among Gen Z men the figure is 68%. In Australia, 43.4% of men use skincare (Roy Morgan, 2025). Adoption is highest among younger men and rising in every age group.
How big is the men's skincare market?
The men's skincare products market was worth about $17.96 billion in 2025, forecast to reach $33.25 billion by 2035 (Precedence Research). It is the largest category within a men's grooming market worth $298.9 billion in 2025 (Grand View Research), where skincare holds a 34.1% share.
Which generation buys the most men's skincare?
Gen Z men. In 2024, 68% used facial skincare, up from 42% two years earlier (Mintel), close to double the rate of Gen X. Gen Z men are also the biggest relative spenders: 42% put a larger share of income into grooming, against 29% of millennials (Barclays, 2025).
Do men wear sunscreen?
Most do not, at least not daily. 83% of men do not use sunscreen daily and 39% rarely or never use it, against 28% of women (Journal of Drugs in Dermatology; American Academy of Dermatology). It is the widest gap between men's skincare interest and their habits.
Where do men use the most skincare?
Asia, led by South Korea, where men spend roughly four times more per head on skincare than the next-highest country (Euromonitor International). Multi-step routines are common there. Europe and North America are growing from a lower base.
Methodology and sources
Every figure here is traced to its primary source and cited inline. Where market-size estimates differ by firm, we show each figure with its source and scope rather than averaging them into a single number, because research houses define the men's skincare and grooming categories differently. Figures older than two years are noted as the most recent available. This report cites no proprietary Kronos data.
Sources: Grand View Research (Men's Grooming Products Market, Men's Personal Care Market, Men's Skincare Products Market, Skin Care Products Market, Anti-Aging Products Market); Precedence Research (Men Skin Care Products Market); Mintel (US Men's Facial Skincare, 2024); Statista; Roy Morgan (2025); Barclays (2025); Euromonitor International; the Journal of Drugs in Dermatology; the American Academy of Dermatology; and the Skin Cancer Foundation.
For the wider context around these numbers, see our men's grooming statistics and the data behind the shaving cream and soap market. Skincare and shaving overlap at the shave itself: a gentler routine starts with the safety razor and an alcohol-free, sulphate-free shaving cream.
Last updated 26 August 2026. This article is updated quarterly.