More than half of US men now use facial skincare, Gen Z driving growth: Mintel

More than half, or 52%, of U.S. men now use facial skincare products, a 68% increase from 2022, according to the latest research by Mintel, with Gen Z leading the way.

By age group, facial skincare is especially popular among Gen Z men (ages 18-27 in 2024), with 68% using facial skincare, compared to 42% in 2022. 

When it comes to prestige skincare, more men in the U.S. are also investing in higher-end products. Over two-fifths of men ages 18-34 purchase premium facial moisturizers over mass-market brands, while 33% of Gen Z men who use facial skincare products at home have traded up to more premium products, the research firm added.

Additionally, over a third of men ages 18-34 purchase premium hand and body lotions, compared to just one-fifth of all male consumers.

In addition to preferring prestige skincare products, nearly half of men ages 18-34 said clean ingredients are a key factor when making buying decisions. Three-fifths of those who previously purchased clean personal care products say they’ve stopped using a product in the past year due to an ingredient safety concern, the report found.

The increase in skincare usage among younger males serves as a significant opportunity for brands to focus on increased engagement by the younger demographic, with a focus on clean and high-end quality products, said the research firm.

“Over the last two years, we have seen a significant increase in facial skincare usage among men, especially younger men,” said Carson Kitzmiller, senior analyst, beauty and personal care, Mintel.

“Our research shows a growing market for male skincare products as younger men are willing to invest in higher-end products, specifically those touting clean ingredients. To effectively engage this audience, BPC brands must lean into the clean beauty space by underscoring their dedication to safe, non-toxic ingredients. By prioritizing thoughtful inclusions—and exclusions—brands can cultivate consumer trust, build brand loyalty, and encourage use across BPC sub-categories.”