Male Grooming Revolution: Gen Z Drives Unprecedented Growth in Beauty Sales
The market for men's beauty products is undergoing a significant surge in sales, primarily driven by the active participation of Generation Z men. This demographic is leading the charge by embracing novel product categories like nail care, makeup, and advanced skincare.
Fresh insights from Clearpay, a leader in the "buy now, pay later" sector, reveal a remarkable 77% year-on-year increase in spending on men's beauty items. This surge has propelled men's beauty spending to constitute 21% of the total beauty expenditure. The driving force behind this growth is the 68% year-on-year rise in beauty spending among Gen Z men.
This trend is underscored by their preference for a comprehensive approach to personal grooming and appearance enhancement. Among their favoured products, serums have gained the most traction, boasting a 54% increase in sales year-on-year. Notably, nail care has emerged as the fastest-growing product line with a staggering 103% surge, while overall skincare has witnessed a 22% uptick and self-tanning products have risen by 44%.
In contrast to the domination of female-led beauty brands in the women's beauty market, male celebrities endorsing beauty brands have been instrumental in fostering growth within the men's beauty sector. Noteworthy examples include Harry Styles' "Pleasing" line, which has fueled the popularity of nail polish among men, and Idris Elba's "S'ABLE Labs," contributing to the expansion of male grooming. Furthermore, traditionally female-targeted brands have also enlisted male ambassadors, as evidenced by Rimmel London's partnership with Olympic diving gold medalist Tom Daley.
Celebrities like Pharrell Williams, Jared Leto, Evan Mock, and Machine Gun Kelly are capitalizing on the trend by launching skincare and male/unisex beauty lines. The rise of content creators on social media who share beauty tips and makeup routines tailored for men reflects the growing interest in male grooming and the establishment of higher beauty standards for men.
According to Clearpay's Fashion & Beauty Psychologist, Shakaila Forbes-Bell, there has been a significant shift in the concept of self-care among men, which has contributed to the sector's growth. Younger men are increasingly open to beauty practices due to evolving ideals surrounding self-care. This concept now encompasses holistic care from head to toe, with Generation Z actively embracing this paradigm shift.
The products favoured by male consumers, including premium hair appliances, skincare, and hair care items, highlight that male beauty is more aligned with self-care and maintenance than mere self-expression. Research indicates that modern male beauty consumers tend to keep their routines private and opt for products that don't immediately reveal their use. Notably, the rise of male beauty influencers and pop icons has played a role in challenging the perception that these products are exclusively for those identifying as female.
Interestingly, studies consistently show that the desire to counteract the effects of aging is a significant motivator for consuming male beauty products. In an era marked by uncertain future prospects, it's logical that male consumers are keen on "stopping the clock" and preserving their youthful appearance.
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