Beauty media platform Cosmetics Business has revealed the top 5 male grooming trends of 2025. 

• With a global value of $61.3bn, the male grooming category registered a healthy 6.4% estimated growth in 2024, according to Euromonitor International, and beauty retailers are certainly seeing increased demand.
• UK retailer Boots registered a 14% increase in men shopping for beauty products in 2024 as more male consumers explored the category.
• In the USA, YouGov data reveals that men aged 18-34 were twice as likely to consider buying beauty products from Sephora in 2024 than they were in 2020.
• Benefiting from the rise of the more engaged male shopper are three key categories: fragrance, deodorants and skincare.

The trends include:

Trend 1: Gen Z men are disrupting skincare

• Young men are adopting the use of face products, which marks a radical change for an industry that has struggled with years of consumer hesitancy.
• In 2024, 68% of Gen Z men in the USA aged 18-27 used facial skin care, up from 42% in 2022, according to Mintel, representing an increase of over 25% in just two years.
• Gen Z is increasingly open-minded and discerning about skincare, and crucially, is experimenting and engaging with different kinds of brands.

Trend 2: Amazon's domination

• Male shoppers are now spending the majority of their beauty budgets on Amazon.
• Research from e-commerce and marketing agency Front Row found that in the USA, men are spending four times’ more of their skincare and grooming budgets at Amazon (54%) compared to speciality beauty retailer stores such as Sephora (14%).
• Men’s fragrance grew by 19% year-on-year on Amazon between 2023 and 2024 and is outpacing both women’s fragrance (+15%) and the fragrance category as a whole (+14%).

Trend 3: Bundles, kits and sets

• It takes more investment and education from brands to engage men into the beauty and skincare category than it does women, according to industry experts.
• Bundles, kits and sets have proven to be a tried-and-tested way of attracting gift-seeking customers for years, particularly during key seasonal and holiday periods such as Christmas and Father’s Day.
• Men’s grooming brands have grown savvy to the benefits of bringing kits into their year-round offer, and are reaping rewards as a result.

Trend 4: Evolving masculinity

• Mike Tyson's new role as the face of male grooming brand Dr. Squatch highlights the evolving conversation around masculinity and self-care.
• It reflects how the wider cultural conversation around masculinity has changed, and how male grooming brands continue to play a role in that today.
• A mix of 'progressive' and 'traditional' ideals of masculinity are coexisting in the contemporary conversation.

Trend 5: Fine fragrance-led deodorants

• Men’s deodorants are now featuring sophisticated fragrance profiles, traditionally found in perfumes, such as fresh bergamot and vetiver or fruity cherry and amber blends.
• Specialist brands are redefining men's deodorants as fine fragrance essentials, moving beyond generic scents like ‘fresh’ or ‘cool’ to more sophisticated fragrance experiences.
• The personal care space has seen the elevation of everyday essentials to more sensorial, ritual-based self-care rituals, from body sprays to cleansers.

For the full report, visit cosmeticsbusiness.com.