Skincare is not just for the ladies – men’s skincare has well and truly arrived. In 2025, the men’s grooming sector (especially skincare) is one of the fastest-growing beauty segments. Over the past few years, cultural attitudes have shifted to embrace the idea that men care about their skin health and appearance. The numbers tell the story: the men’s skincare category has grown nearly 60% in sales over the past three years. Additionally, search volume for “men skincare routine” has increased by 857% in the past 5 years, according to Exploding Topics – outpacing some traditional female-focused categories.
Why Are More Men Embracing Skincare in 2025?
Several key factors are driving this boom:
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The stigma around men using skincare is rapidly fading.
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Younger generations see skincare as gender-neutral and essential for hygiene and self-care.
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Social media has normalized routines through male skincare influencers, dermatologists, and grooming bloggers.
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A broader definition of masculinity now includes taking care of one’s appearance — much like fitness or fashion.
Platforms like TikTok and Instagram make it easier than ever for men to discover products and learn routines, all without feeling out of place.
What Types of Skincare Products Do Men Prefer?
Brands are responding with products tailored to men’s specific needs and preferences.
Often, formulas are similar to unisex products but feature:
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Masculine branding (earthy scents, black/grey packaging, straightforward naming like “Face Wash”)
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Lightweight, non-greasy textures to accommodate oilier skin
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All-In-One solutions, such as:
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Aftershave + moisturizer combos
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Beard oils with skin-conditioning benefits
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Clarifying cleansers with active ingredient
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Two popular men's formulations include Pravada's Men's Daily Essential Moisturizer & Aftershave, and our Argan Beard Oil.
Is Men’s Skincare Only for Luxury Brands?
Not at all! The men’s skincare movement spans all price points — from drugstore to high-end prestige.
Even brands traditionally targeting women are now:
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Featuring men in ad campaigns
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Launching “for men” sub-lines
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Embracing gender-neutral branding that appeals to a broad audience, including men.
According to Euromonitor data, men’s skincare is growing faster than men’s shaving or haircare, signaling a shift in male grooming priorities.
How Can My Brand Succeed in the Men’s Skincare Market?
For private label brands, this is a prime time to develop products for the men’s segment. Whether it’s a simple three-step regimen (cleanser, shave oil, moisturizer) or repurposing "non-traditional" formulations like Pravada's Advanced Retinol Serum or Niacinamide & Hyaluronic Acid Water Cream with fragrance, design, and marketing specifically catered to a male audience, Pravada Private Label can customize any of our formulations to suit this male market with ease.
We’ve seen a lot of interest in items like charcoal face washes such as our Niacinamide & Charcoal Pore Refining Cleanser, caffeine-infused products like our best selling Awakening 3-in-1 Wash for Men, and beard oils that double as skin conditioners like our Ultra-Conditioning Beard Balm.
When marketing to men, clarity and efficacy are key – phrases like “fast-absorbing,” “fragrance-free” (many men prefer little to no scent), and “easy 3-step routine” resonate well. With men accounting for a larger share of skincare sales than ever before, no brand should overlook this booming demographic in 2025.
👉 Want to sample Pravada's "Especially for Men" products? Click here to get to started!
👉 Ready to offer your own line of men's personal care? Contact a project consultant today!
