The metrosexual is dead.
Historically, men who showed an interest in personal grooming were often given labels to set them apart from “normal” men—they were boulevardiers, fops, dandies. “Metrosexual” was the 1990s iteration of that trend, growing in popularity around the early 2000s. Two decades later, that pattern has effectively ended, as grooming no longer distinguishes a certain type of man from any other; men simply just care more about personal health and hygiene.
This isn’t an assumption based on whatever’s trending on social media, either. Men’s grooming is a fast-rising industry, estimated to be worth $115 billion by 2028, and science appears to support that projection.
Here’s what research across the world has to say about why male personal care is growing exponentially, what men are getting out of it, and what biology says makes for the best men’s grooming products.
Grooming is Booming
The data suggests that the rise in men’s grooming is due to three key factors: relaxed notions of masculinity, greater availability of information, and increased concern for personal well-being due to the COVID-19 pandemic.
The people they see advertising men’s skincare products are often athletes, which unintentionally implies that skincare is either only for women or for alpha men.
A 2024 study at the University of Gothenburg found that while men still felt societal pressure to conform to masculine norms when it comes to skincare, they also believed that many of these were outdated. Interestingly enough, participants felt that one of the deterrents to them trying out skincare products was a lack of representation in male-targeted marketing efforts. They said that the people they see advertising men’s skincare products are often athletes, which unintentionally implies that skincare is either only for women or for alpha men.
This creates a bit of tension with the fact that the average male is now more open to traditionally “feminine” interests such as self-care and beauty, according to the study. What prevents them from doing so is a lack of positive examples in media, as well as in their day-to-day lives. Thankfully, social media has proven somewhat successful in breaking this barrier, particularly when it comes to grooming.
In Europe alone, the hashtag #mensskincare was used roughly 462 million times on TikTok, according to a report by global intelligence platform Statista. The sheer number of posts online about men’s grooming has made it easier for average men to be open to the concept.
This, in turn, has also made general information about grooming more accessible to the greater public. In many cases, a lack of interest in a topic like grooming can be attributed to a lack of awareness. As more men’s grooming content continues to be pumped into social media platforms, the more likely it is to be adopted by male audiences.
The University of Gothenburg study also found that men were more concerned about short-term grooming solutions rather than long-term preventative habits. Respondents were more likely to use moisturizer if their skin was already dry, instead of using it to make sure it doesn’t dry out in the first place. The rise of #grwm and #mensgrooming posts on social media may indicate a change in that attitude, as these posts focus more on habits than spot solutions.
The most intriguing reason for the growth of popularity in men’s grooming, however, may be a side effect of COVID-19 lockdowns. According to a survey by Herbalife in 2023, 77 percent of individuals in the Asia Pacific region consider themselves more health-conscious now than they were before the pandemic. In addition, 51 percent cited “improved overall health” as one of their Top 3 health goals, while 40 percent had “improved mental health” as one of theirs. Grooming can contribute to both of these goals, as skincare plays a large role in one’s overall health, while the act of self-care itself, coupled with confidence in one’s appearance, has long been associated with better mental health.
Taken together, these reasons indicate that men have a keen, but nuanced interest in grooming, and it’s that nuance that informs what they really want out of it.
What Men Want
A 2023 study conducted at De La Salle Lipa found that the two biggest factors influencing a Filipino male to purchase men’s grooming products were aging and healthcare, the latter of which is aligned with Herbalife’s findings on health-consciousness. Rather than seeing grooming as a self-image issue, Filipino men tend to regard it as a well-being issue. The priority is to feel good first, which in turn has the effect of having them look good.
In this regard, men may often look more for products that help them combat signs of aging, such as wrinkles, fine lines, and discoloration, rather than cosmetic products. They may also look for products that prevent male-specific markers of advanced age, such as thinning scalp hair and excess hair in the nostrils, ears, and back.
For Filipino men who do opt to use makeup, a chief motivator is a sense of empowerment, according to a 2024 study published in the International Journal of Multidisciplinary Research and Growth Evaluation. Being able to enhance their appearance, as well as cover up perceived imperfections, allowed respondents in the study to feel more confident in themselves. For some, the mere act of applying makeup was empowering in its subversion of societal norms.
Those same norms, however, also temper the usage of cosmetics among men. Makeup users in the study preferred to keep their cosmetic use more low-key, avoiding flashier items like lipstick. Having prominent coloration in their makeup choices tends to lead to negative reactions and uncomfortable situations.
Until the stigmatization of makeup among male and male-presenting Filipinos is ended, products that conceal blemishes and even out skin tone may be preferred over items that enhance through the use of color and contouring. Foundations and BB creams appear to fall within the spectrum of “acceptability”, at least while local attitudes towards makeup are still in a state of immaturity.
According to research firm Ipsos, the stigma behind cosmetic use may be a generational issue. In a 2023 report, they found that while 71 percent of males aged 51 and above said they would never consider using cosmetic products, only 37 percent of men aged 18 to 34 said the same. Either way, both age groups are more likely to buy cosmetics and grooming products from a “traditional men’s brand”, which may explain why brands like Manscaped and Dove Men+ Care have captured a significant portion of the market.
What Men Need
Researchers have found certain characteristics that set men’s skin apart from women’s, necessitating a distinct approach to skincare. For instance, a study conducted at the University of Hamburg found that while hydration in women’s skin stays relatively stable—in some cases even increases—over time, men’s skin progressively decreases beginning at age 40. This decline in hydration is most pronounced in the forehead, cheek, and neck, making the use of facial moisturizer even more important for men earlier on, especially if they want to maximize its benefits.
The same study found that men also have higher sebum production than women; in some cases, nearly twice the amount. Since overproduction of sebum can lead it to combine with dead skin cells and block pores, this makes men more prone to skin problems associated with oily skin, such as acne, inflammation, and other issues.
When it comes to aging, science has proven that men’s skin is 10 to 20 percent thicker than women’s, contributing to a steadier aging process. Guys also tend to show more signs of photoaging, or aging due to sun damage, before the age of 55. These signs include wrinkling, discoloration, and a loss of elasticity. At worst, photoaging can also lead to skin cancer, making the use of sunblock crucial among men.
Another curious thing: Men tend to have lower skin pH levels than women, making their skin slightly more acidic. These pH levels impact the skin’s oiliness and resistance to bacteria, and creating an imbalance in either direction can lead to issues like dryness, acne, and inflammation. This could also explain why some men can use harsher soaps instead of pH-balanced facial washes without issue—the acidity of their skin can sometimes offset the higher pH levels of ordinary bath soap.
Men who regularly shave their faces, however, also end up mildly exfoliating their skin with the razor. This removes some of the skin’s sebum and other protective layers. When coupled with soaps that can compromise the skin’s pH balance, the face becomes more prone to irritation, clogged pores, and infection. Because of this, it’s highly recommended that men stick to gentler, pH-balanced facial washes.
Outside of skincare, men also need to take antiperspirants more seriously than women. This isn’t surprising—men have significantly higher whole-body sweat rates than women, according to research. This, in turn, impacts the skin’s pH levels and the amount of odor-producing bacteria on the body’s surface. The amount of sebum men produce might also make it more likely for them to develop deodorant stains on their clothes, as the oil interacts with the aluminum salts found in many antiperspirants. Opting for an aluminum-free deodorant such as those from Dr. Teal’s can help prevent embarrassing stains.
Lastly, higher sebum production can also complicate things for men’s hairstyling products. Products that contain silicon can build up excess oil produced in the scalp, pulling in dirt and making hair look greasier. If oily scalps are an issue, then water-based pomades like those made by Bruno’s Barbers can give a cleaner look while also washing off more easily.
What Men Should Know
In light of all this research, there’s still one fact that needs to stay front and center: everyone is different. While science can highlight trends and patterns about the human body, every person is unique—from their pH levels to their sebum production, and on top of external factors like budget, stress levels, and the climate in their location. Every man, therefore, deserves a personal grooming regimen that works specifically for them.
The value in knowing all these facts is that they provide a starting point for each person’s own grooming journey. The science behind personal care is there to help people figure out what works for them, what doesn’t, and the why’s for each.
Shop These Picks:
Neutrogena Hydro Boost Water Gel Moisturizer
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Dr Teal’s Lavender Vanilla Aluminum-Free Deodorant
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Bruno’s Hairstyling Water Based Pomade
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FRESH Skinlab Retinol Advanced Wrinkle Repair Daily Moisturizing Cream
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