Men’s skincare is no longer a niche—it’s a booming category that has grown nearly 60% over the past three years. Driven by shifting consumer behavior and increased accessibility in retail, the market presents significant opportunities for both established and emerging brands. Whether you’re a brand manager looking to refine your strategy or a retailer aiming to capitalize on this growth, understanding the latest trends is key to staying ahead in this rapidly evolving space.

Top Men’s Skincare Brands in the U.S.

While market share varies by subcategory, a few major brands continue to dominate the men’s skincare space:

• Vaseline – A long-standing leader in hydration and skin protection, often marketed for men’s daily use with strong promotions at retail.
• Dove – Known for its men’s skincare and body care products, particularly in moisturizing and sensitive skin formulas.
• Axe – A brand that has expanded beyond body sprays to include skincare products targeting younger male consumers.
• CeraVe – Strong marketing push around sports has helped the brand gain traction with men looking for simple, effective skincare solutions. 
• Kiehl’s – A premium skincare brand that rarely leverages discounting to drive sales, but sees strong sales and repeat customers.

While these brands hold strong positions, sales have increased, proving that demand for men’s skincare is not limited to just a few key players.

Emerging Brands and Growth Trends

Alongside legacy brands, several emerging brands have made significant inroads, appealing to men looking for specialized skincare, natural ingredients, or premium formulations:

• Jack Black, MALIN+GOETZ, and Menscience – These brands appeal to men who value skincare with quality ingredients and simple routines, willing to pay a slight premium.
• The Ordinary – While not exclusively for men, its ingredient-first, no-frills approach has attracted male consumers looking for highly effective, budget-friendly skincare.
• Dr. Squatch, Mando, and Duke Cannon – These brands have gained considerable traction in the men’s soap and grooming space, utilizing masculine branding and achieving high repeat purchase rates. They have also leveraged social media and DTC)success to expand into independent retail.

A key takeaway for brand managers? Men’s skincare success is no longer just about function—it’s also about branding, accessibility, and tapping into evolving consumer habits.

Who’s Buying Men’s Skincare?

Historically, women purchased men’s skincare products, either as gifts or on behalf of their partners. But today, men are driving the majority of purchases. This shift signals:

• A greater awareness of skincare among men, particularly Gen Z and Millennial consumers.
• An increase in male-focused marketing and product development, making skincare feel more approachable.
• A willingness to spend on quality products that align with men’s specific skin concerns, such as hydration, anti-aging, and oil control.

For brands, it’s more important than ever to target male consumers directly—through marketing, packaging, and retail placement that aligns with where they shop and what they value.

Where Are Men Buying Their Skincare?

While e-commerce (13%) played a critical role in early growth, the expansion of men’s skincare is now primarily happening in physical retail locations. The category’s breakdown by sales channel reflects this shift:

• Supermarkets (43%) – The largest sales channel, highlighting that men often purchase skincare during routine shopping trips.
• Pharmacies (23%) – A key destination for trusted, dermatologist-recommended skincare products.
• Specialty Beauty Stores (21%) – Retailers like Sephora and Ulta are dedicating more shelf space to men’s skincare as demand grows.
• E-commerce (13%) – While still important, online sales growth is slowing relative to in-store purchases.

For brand managers, this data underscores the importance of securing strong retail partnerships in supermarkets and pharmacies, where most purchases are happening.

Key Takeaways for Brand Managers

✔ Men are leading their own skincare purchases, marking a fundamental shift in consumer behavior.

✔ Physical retail is now the primary driver of category growth, with supermarkets and pharmacies taking the lead.

✔ Emerging brands are gaining traction, especially those offering simple, ingredient-focused skincare and products marketed specifically for men.

✔ Masculine branding and direct marketing are playing a key role in winning over new customers.

As the category continues to expand, brands that adapt their messaging, invest in retail expansion, and align with evolving male consumer preferences will have the best chance of long-term success.

Conclusion

Men’s skincare has evolved from a niche to a mainstream category, driven by increased demand, retail expansion, and men taking charge of their grooming routines. Brands that focus on clear messaging, strategic retail placement, and accessible yet high-quality products will thrive in this fast-growing space.

For deeper insights into consumer trends and real-time sales data, contact Evidnt. Let’s help your brand stay ahead in the evolving men’s skincare market.