Men are now seeking skincare, hair care, and a wide variety of cosmetic procedures, and they are not only driven by their partners, but also by their own self-improvement goals.
Over nine in 10 American men age 18 and older use some sort of grooming product, which can include facial and body skincare, shaving, hair care, and fragrance, according to NPD. Only one quarter of US men use facial skincare products, lip and eye products, and anti-aging treatments. Among men using facial skincare, over one-third (37%) use facial cleansers, lotions, and moisturizers.
Despite the explosive growth in men’s skincare brands, 75% of men over 18 are not using any facial skincare products. They