Much has been written about Gen Z’s obsession with skin care, but the rate at which young men are adopting the use of face products marks a radical change for an industry that has struggled with years of consumer hesitancy.
In 2024, 68% of Gen Z men in the US aged 18-27 used facial skin care, up from 42% in 2022, according to Mintel, representing an increase of over 25% in just two years.
The shift is a result of several factors, explains Carson Kitzmiller, Principal Analyst, Beauty and Personal Care at Mintel.
“A growing cultural embrace of inclusive grooming, the rise of male-specific skin care products, and the influence of social media have all played a role.
Additionally, evolving perceptions of masculinity now celebrate self care, while more men are recognising the benefits of skin care and adopting a holistic approach to grooming.”
The wider engagement in facial skin care across all consumers – male and female alike – is another factor leading men to integrate skin care into their daily routines to enhance their appearance and skin health, says Carson.
However Gen Z men stand out amid this shift because they are “increasingly open-minded about skin care, with fewer stigmas attached, making it a natural part of their daily routines,” says Carson, adding: “This shift is even evident among Gen Alpha teen boys, who are beginning to engage with skin care, suggesting that usage among men will continue to grow.