For several years now, trend consultants have been predicting a boom in the use of beauty products by men. It would appear that this is the case in the United States. In a recent article, the Mintel agency explains that more than half of American men use facial care products, 68% more than two years ago.
Could it be that cosmetics are beginning to be used by men? According to Mintel figures, 52% of Americans use facial care products, an increase of 68% compared to 2022 (31%). This is particularly true of 18-27 year-olds (68%).
“Not only are more men using skincare products, but they are also investing in top-of-the-range products. More than two-fifths (42%) of men aged 18-34 are buying premium facial moisturisers rather than mainstream brands, while 33% of Generation Z men who use facial skincare products at home have switched to more premium products. In addition, more than a third (35%) of men aged 18-34 buy premium hand and body lotions, compared to only a fifth (21%) of all male consumers,” explains Mintel.
Men also pay attention to the formulation of the ranges they use.
46% of adults aged 18 to 34 say that the quality of ingredients is a determining factor in their purchasing decisions.
60% of men say they have stopped buying a product because of doubts about the safety of one or more ingredients on the INCI list.
“Over the last two years, we have seen a significant increase in the use of facial care products by men, particularly younger …
