What’s contributing to the gradual growth of the men’s skincare industry?

More and more men are excited and curious about skincare today—we attempt to find out what caused this shift

Whether it’s through television commercials, at beauty stores or through what one witnesses in their households, the common perception established is that elaborate, extensive beauty routines with multifarious products are for women while men make do with the basics—bath essentials, perfumes, shaving products and a face wash and face cream at the most. This is what’s been advocated conventionally. However, today, the men’s skincare space isn’t as underwhelming as it used to be about a decade or two ago—the product offerings (and their variations) have expanded considerably. 

According to a report, the global men’s skincare market, valued at US$13,572.6 million in 2022, is poised to grow at a compound annual growth rate of 8 per cent and reach an estimate of US$28,344.8 million by 2029. The same report also highlighted that the men’s skincare segment has already managed to occupy 10 per cent of the larger skincare market. 

Speaking of India, the inclination and demand for men’s skincare products are on a sharp rise. “In the last five years (between August 2017 to July 2022), India has led the APAC region in new men’s beauty and personal care product launches (20 per cent), followed by China (15 per cent) and Japan (10 per cent),” according to data from Mintel Global New Products Database (GNPD). “There is currently a growing trend in men’s-only skincare, driven by a shift in attitudes and the acknowledgement of distinct skincare requirements for men,” says Mumbai-based celebrity dermatologist Dr Jaishree Sharad. 

Do men really have skin different from women?

It would be unfair to talk about men’s skincare without referring to the basic chemistry of men’s skin. While we live in a world of gender-neutral everything—skincare products included—it’s key to understand the fundamental variances between the skin of men and women. “Objectively speaking, men’s skin is different from women’s as it is more keratinised and seborrheic with more hair follicles. Subjectively speaking, men prefer a very streamlined routine. They also prefer an all-in-one kind of a product, so if you tell them to layer single-ingredient products, they’re unlikely to do that,” says Dr Pooja Talera Shah, dermatologist, cosmetologist and founder, KOSA Wellbeing, who also feels that men aren’t and haven’t been finicky about every single concern that may crop up on their skin. “While women associate healthy skin with skin that’s glowing, men generally associate healthy skin with skin that looks fresh.”

“Fundamentally, men and women comprise different hormone ratios which have a distinguished set of implications in the appearance of their skin,” apprises New Delhi-based dermatologist and founder of Isya Aesthetics, Dr Kiran Sethi. “Having said that, testosterone is the key determining factor of skin in men, which, in general, is thicker, oilier and has a different ageing mechanism in comparison to females,” furthers the skin expert, who feels like lifestyle factors like frequent shaving can also lead to razor burns, bacterial infections, and irritated skin, rising the need of tailored skincare for men.

Getting into the nitty gritty, Sharad says, “The pH of the skin surface among males is 5.8 which is less acidic. This changes the microflora in the skin and lowers the exfoliation rates. Hence, men have an increased susceptibility to bacterial and viral infections.” The dermatologist also informs that men generate about four times more sebum than females because the sebaceous gland activity and composition are affected by androgens, and males have higher androgen levels. “This explains men being more prone to acne and enlarged pores. Also, the baseline sweat output rate in men is 30 per cent higher than in females.”

So do men really need to use separately-made skincare products with ‘men’ or ‘for him’ on the labels? Probably not. “It is important to note that this trend [of men’s skincare] does not imply that products exclusively used by women are unsuitable for men,” opines Sharad. Investment banking professional and luxury influencer Rizwan Bachav also doesn’t place emphasis on whether a particular product or range has been particularly curated for men. “Majority of the products that I use are not specific to any gender. Men’s skincare products are more of marketing techniques to make men believe that it's okay to indulge in skincare. Perhaps, they are also good starting points for people new to skincare.”

What do men want?

According to a Mintel report, a survey of Indian men revealed that 84 per cent of them were just as concerned about the appearance of their skin as women. The report also shares that “about 3 in 10 (30 per cent) of Indian men are interested in adding more facial skincare products to their regimen compared to 26 per cent of women.” This number increases to 35 per cent, in the case of men aged between 25 and 34.

“As societal attitudes towards male grooming and self-care have shifted, more men are willing to invest in premium skincare products that provide effective results and a luxurious experience. We identified this as an opportunity to cater to this demand and capture a share of the market by offering premium products that meet the specific needs and preferences of discerning male consumers,” says Sainath Jain, founder of Hivado, a brand that offers premium skincare for men. “Men’s-only skincare products address specific needs and concerns related to the male skin, such as thickness, post-shaving irritation, hormonal differences, and even fragrance preferences,” adds Jain who believes that the market for men’s skincare was previously both ignored and over-commoditised, leading to a need for specialised products attuned to men’s unique skincare requirements.

Keeping the over-the-counter and off-the-shelf product purchases aside, the skin experts also throw light on how the approach of men towards in-clinic consultations and in-office treatments has witnessed a metamorphosis. “This is my 24th year of practice as a dermatologist and I see an exponential leap in the pattern of men visiting my clinic for consultations,” says Sharad. “Two decades ago, men only consulted me if they suffered from severe eczema, balding, cystic acne, psoriasis or skin infections. Blackheads, whiteheads, hair loss, hyperpigmentation or just a simple skincare routine was not considered manly enough to pay heed to. Today 50 per cent of my patients are men and 40 per cent of these come for guidance on skincare or for aesthetic issues like acne, hair fall, and pigmentation. About 30 per cent even want chiselled jawlines or robust chins which we recreate with fillers.” Sethi has also noticed a paradigm shift as “men these days are proactively incorporating good skin habits which is a combination of right regimen, healthy lifestyle, and in-clinical procedures.”

Talera Shah not only offers a plethora of beauty treatments at her clinic but also hosts a handpicked selection of products from expert-approved brands on her website. “A lot of the younger men these days come to us when they don’t have (any active) issues but just want to maintain their skin as opposed to previously when they would only come when things are really out of hand.” She notices an awareness pertaining to preventive skin health today, much more than ever before. “Guys are also curious because they don’t just want to settle for the products their wife or mother is using.” In terms of in-office procedures, however, she does admit that the uptake is still very slow, at least in Pune, where her clinic is based. “However, those who opt for them are hooked because they prefer doing monthly treatments rather than maintaining a daily skincare routine.”

What propelled men towards skincare today?

“I am more conscious about how my skin looks and feels,” says Bachav, talking about how his relationship with skincare has evolved over the past decade. “There is plenty more education around skincare and its long-term benefits as compared to before,” he furthers. Jain believes that the last few years have played a game-changing role in the boom of men’s skincare. “Changing cultural norms, increased awareness, targeted products, social media influence, and effective marketing efforts have all contributed to this trend. Men are now more comfortable engaging in skincare routines and investing in self-care, leading to the rise of products tailored specifically to their needs.” 

He goes on to exemplify the elevated interest in the segment through the growth trajectory of his brand. “With a focus on quality and tailored offerings, Hivado has quickly established itself as a differentiator in the market. Our unique formulations addressing male skin needs have earned strong customer loyalty. Collaborations with influential figures, strong PR and a commitment to exceptional customer experiences have contributed to its success.”

While Sharad agrees with Jain’s theory, Talera Shah also feels like the entire [beauty] industry is working towards making men’s skincare big. “From the rise of male beauty influencers to skincare companies made exclusively for men, everything encourages men through education and awareness.” She also thinks that besides men, it’s also the augmented awareness at women’s end that leads to their partners, brothers, and sons being introduced to skincare. 

The future of men’s skincare…

… is only poised to become bigger and better. With active ingredient-championing gender-neutral products to specifically formulated skincare for men, the availability of options is mushrooming with the increased involvement of male consumers in the sector. “Beauty is not gender-exclusive anymore. Now that the modern values are redefining the meaning of masculinity and the dynamics of the very highly social lives we lead, men too want to put the best version of themselves,” says Sethi. The segment may also witness advancements in personalised skincare, incorporating technologies that offer customised solutions, shares Sharad.

“Our male-to-female ratio is on the rise,” reveals Talera Shah. “Initially we had a 10:90 split. And thus, we mostly catered to women; our content was very women-focused too. We’ve just recently launched our men’s skincare category and our content has now shifted to embody those concerns as well; we see a 15:85 split now and really hope that by the end of the year, we touch a 30:70 ratio,” says the skin doctor who believes that male consumers are a great opportunity as they tend to become loyalists and have limited questions.

“Since education around skincare is growing, there are many international as well as homegrown brands entering the space which is only helping create more awareness about the benefits of skincare. Also, social media and male influencer/celebrity endorsements are boosting the cause,” shares Bachav. “The male skincare business is just getting started, I would say,” he concludes. 

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