The evolution of men’s personal care has come a long way. What was once considered a niche for the “metrosexual” man—someone seen as vain for embracing grooming rituals—has transformed into a mainstream movement that celebrates self-care without the stigma. Fast forward to 2025, and grooming products are not only essential but a symbol of confidence for many men, driven by social media and high-profile influencers.

The Shift Towards Luxury Grooming Products

The transformation of men’s grooming products began with a simple shift in perception. Once viewed as an unnecessary indulgence, the luxury of a well-curated beauty routine is now widely embraced by men. Brands like Evolution of Smooth (EOS) have seized on this cultural shift. In 2023, EOS transitioned into the men’s grooming market with their UltraProtect Men’s Shave Cream, aiming to provide men with the same luxurious skincare routines they’ve been secretly “borrowing” from their significant others.

As Provence Beauty founder Jeremy Abesera points out, men desire the same self-care products women have long enjoyed—no shame in the game. Men are using plumping and smoothing products like lip masks, which were once seen as exclusive to women, to address chapped lips and enhance their grooming experience.

The Numbers Behind the Growth

The men’s grooming market is expanding at a remarkable rate. In 2024, U.S. men’s grooming sales topped $6 billion, with facial skincare making up nearly half of that figure. According to Strait Research Insights (SRI), skincare now comprises 45.6% of the overall men’s grooming market. This growth for men’s personal care is largely fueled by a demand for products that offer convenience, sustainability, and tailored solutions.

The global outlook is equally optimistic, with Straits Global Market projecting the industry will reach a staggering $68.89 billion by 2030, growing at an impressive CAGR of 9.2%. Men’s grooming may still be a smaller market compared to women’s, but it is expanding rapidly—driven by a younger generation that values organic, vegan, and cruelty-free options.

Social Media and Influencers: The Driving Forces

In recent years, social media has played a crucial role in transforming men’s personal care routines. Men are no longer just buying deodorants and shaving creams; they are incorporating a broad range of products into their daily routines, including face masks, bronzers, serums, and tinted moisturizers. Ellie Mathews, a research analyst for consumer products, notes that this expansion is due to increased awareness, social media influence, and a growing focus on holistic self-care.

High-profile figures like Dwayne “The Rock” Johnson and Jake Paul are leading the charge in making men’s grooming more mainstream. Johnson’s men’s grooming brand, Papatui, launched in early 2024, is a perfect example of this shift. Reflecting on his own experiences, Johnson developed a line of products—including facial cleansers, moisturizers, deodorants, and tattoo care essentials—infused with ingredients like mango butter and coconut oil. His commitment to high-quality, effective products speaks to the growing interest in men’s personal care.

Similarly, Jake Paul’s grooming brand, W, capitalized on his personal experience of being mocked for body odor. By launching a line of body sprays, shampoos, and deodorants in 2024, Paul aimed to help men feel more confident by offering products that not only smell great but are formulated to support skin health with vitamins like B and E.

The Rise of Skinimalism

Another key trend in men’s grooming is the popularity of skinimalism, where men opt for fewer but more effective products. 2-in-1 balms, tinted moisturizers with SPF, and multifunctional skincare products have become increasingly popular, offering convenience and efficiency.

This rise of skinimalism reflects a broader societal shift towards multifunctional products that save time and provide essential benefits. Men are now incorporating more comprehensive skincare regimens, with eye creams, lip balms, and blemish gels becoming essential parts of their routines.

Looking to the Future: A Boom in Men’s Grooming

As more men embrace a well-rounded self-care routine, the grooming industry is positioned for continued growth. The global men’s grooming market is projected to grow at an annual rate of 9.2%, driven by consumer demand for tailored, ethical, and convenient products. As men continue to break away from traditional gender norms surrounding beauty and grooming, the future men’s personal care looks bright.