In a recent report The Permission Gap: The Global State of Male Beauty, NielsenIQ (NIQ) finds that 36% of men say looking their best, including through beauty and skincare products, has become more important to them than five years ago. More than half (54%) also say that ageing well has gained importance over the same period.
However, this growing interest does not automatically translate into stronger sales for cosmetic products specifically marketed to men. Furthermore, male household’s average category spend on personal care is 28% lower than women’s.
Significant differences across geographies and generations
Men’s attitudes vary considerably across countries. Concern about appearance is particularly high among men in India (69%), Mexico (63%), the United Arab Emirates (57%), and Brazil (51%). Comparatively lower levels are reported in the U.S. (37%), the UK (22%), and Germany (17%).
Generational differences are also apparent. Younger men are more likely to connect appearance and self-expression. According to NIQ, 42% of millennial men and 40% of Gen Z men agree that their individuality is reflected in how they look and what they buy, compared with 28% of baby boomers.
Rethinking brand messaging
Men’s growing focus on their appearance is driving varying growth rates across product categories and markets.
NIQ data shows that fragrance is already an established spending category among male consumers. Men accounted for approximately 51% of online fragrance spending, averaged across the UK, France, Spain, Italy, and Germany, over the year through June 2026. Across the US, Canada, and Australia, NIQ also finds that shaving and fragrance are the only personal care categories in the analysis where male buyers outspend female buyers on average.
Skincare offers another perspective, but one that may require brands to rethink how they address male consumers. An analysis of around ten Western European markets shows that sales of these products remained stable over the past year, while sales of products targeting all genders grew by 7% over the same period. Globally (across 57 countries), brands explicitly marketed to men grew 3%, compared with 7% for beauty and personal care overall.
Furthermore, NIQ’s analysis of online purchases shows that men buy skincare products from brands emphasizing ingredients and benefits, including in dermo-cosmetics and Korean beauty (K-beauty). A shopper concerned about aging skin, for example, may search for a product that addresses that concern without looking for a “for men” label.
The findings suggest that brands should look beyond traditional product positioning to better understand men’s needs, shopping behavior, and the products they choose.
“Brands that focus only on products labeled ’for men’ may overlook shoppers and opportunities across the wider beauty market,” highlights Tara James Taylor, SVP, Global Beauty Personal Care Vertical, NIQ.
