Global market research firm Mintel reported that nearly half of American male consumers use cosmetics. This data provides insight into the changing landscape of the cosmetics and beauty industry in the US men’s grooming sector. Research shows traditional stereotypes surrounding masculinity are being challenged and making way for a more diverse and inclusive market, as the industry sees dramatic changes in consumer attitudes and behaviors. has become clear.
We spoke with Carson Kitzmiller, Mintel’s senior analyst for beauty and personal care, to learn more about Mintel’s research into the evolving preferences and habits of U.S. male consumers. Kitzmiller discusses what the data reveals about a paradigm shift in consumer behavior and the factors driving that change, from increased exposure to social media to an increased focus on overall health. provided insight.
Ms. Kitzmiller’s professional career includes experience with personal care product retailer Bath & Body Works, roles in the beauty contract manufacturing industry, product development and project management, and most recently Mintel’s beauty and personal care category in the U.S. market. Includes experience with.
Data procurement and key points
To obtain and analyze the data used in Mintel’s recent report, “Mintel commissioned an exclusive consumer survey examining consumer consumption and attitudes towards color cosmetics through Kantar Profile” and “research design. , data analysis, and reporting,” Kitzmiller said. . The survey was conducted online in November 2023 “among a sample of 2,000 adults aged 18 and older with internet access,” she said. Respondents were “selected based on gender, age, household income, region, race, ethnicity, and parental status to be proportionally representative of the U.S. adult population that uses the Internet,” she explained. .
Commenting on key takeaways from the Mintel Color Cosmetics – USA – 2024 report, Kitzmiller began: Category. ”
The data tells analysts that “young men are prioritizing spending on products such as face powders, concealers, and bronzers, with more interest in and use of more neutral or ‘skin-mimicking’ product types. ”, he added, “certainly some products do not.” The majority of male consumers in this category “use these products to help achieve a neutral appearance that shows healthy skin.”
But Kitzmiller added, “The bigger story is that men are expanding their routines beyond hygienic categories like body cleansing, hair care, and deodorant, and supporting trending categories like facial skin care and hair styling products.” “It means that we are looking for new ways to solve problems,” he said. ”
This behavior indicates a “more tolerant attitude toward gender-neutral behavior, an emphasis on self-expression through the use of BPC, and a broadening of the definition of masculinity,” and that “these changes result in increased use across all BPC segments.” “The foundation is now in place for that to happen,” she explained. This reflects a larger societal transformation towards greater acceptance and understanding of diverse identities and experiences. ”
In a more general sense, the data shows that across all beauty and personal care product categories, people are encouraged to “take pride in their appearance, gain knowledge about the unique needs of their skin and hair, and embrace the macro aspects of masculinity.” “It shows that the definition is changing.” The new form is impacting male she BPC users. ”
Due to this change in attitude, male consumers are now “exploring, experimenting, and aligning with brands with similar values, and using these products and brands to express themselves to the world.” Kitzmiller said. “This new way of thinking and behaving is driven by young, tech-savvy generations like Gen Z and Gen Alpha.”
Another key takeaway from a recent Mintel study is that “men’s purchasers of influencers across the personal care category are a little more nuanced than women’s. Additionally, they are more likely to purchase influencers from premium brands, Focus on professional recommendations, natural ingredients, and eco-friendly attributes.” At a higher clip,” she added. Among these nuances: “While efficacy remains a priority, these attributes of brand value are important to this group, who seek trust, safety, and legitimacy from the brands and products they use. She said there was an understanding that “it’s become more important.”
The data analysis also revealed some surprising results for Mintel’s team. “Despite the reported use of cosmetics, 8 out of 10 male cosmetic users aged 18 to 34 prefer to spend more time on skin care than makeup,” Kitzmiller said. shared that it “further demonstrates a significant shift towards openness across all BPC segments.”
Another surprising finding was that “8 out of 10 male cosmetics users say their goal is to wear minimal makeup, which is a drawback in their quest for healthy skin.” “It may be emphasizing the use of cosmetics as a way to cover up.” “This sentiment is quite similar to that of female cosmetics users. Just as women express themselves to the world, men are simply adding cosmetics to their tool belt of options,” she says. explained. This was an unexpected fact for male consumers. Action.
The most important attitude change towards beauty and personal care
The most influential change in male consumer behavior in cosmetics and personal care is the increased demand for personalized products and support. “As men become increasingly aware of their distinct skin and hair care needs, personalization that addresses these specific concerns reflects trends observed in the women’s beauty and personal care market. There is a growing demand for manufactured products,” said Kitzmiller.
“A significant proportion of men are now looking for personal care items that are designed with their unique requirements in mind. This marks a shift from mere functionality and fragrance to more customized solutions. ” she explained. She added that “expert advice is of particular interest among younger generations and is best utilized through a personalized and professional perspective.”
A second area where the changing attitudes of male consumers towards cosmetics and personal care products has had a significant impact is on social media and peer influence. “Young people today are exposed to a wide range of perspectives and narratives that encourage a reassessment of traditional masculinity, and the influence of social media and digital culture cannot be underestimated in shaping these new attitudes.” said Kitzmiller.
Therefore, she continued, “this exposure fosters a culture of experimentation and openness, allowing individuals to explore different aspects of their identity without the constraints of rigid gender roles.”
The third area of significant impact is premium products and brands, which are changing to better meet the interests and demands of young male consumers. “Men’s interest in premium personal care is driven by their awareness of how high-quality products can significantly contribute to their health,” Kitzmiller said. “Men value high-quality, customized prescriptions that improve both their appearance and health, and they show a preference for long-term care.” There are lasting benefits over short-term fixes. ”
The selection emphasizes a shift towards “sophistication, effectiveness and ethical values in personal care,” and says, “Premium brands that deliver proven benefits and remain sustainable are the key to thoughtful self-care.” “It’s especially appealing to men who are dedicated to a plan and show commitment,” she said. Contributing to both personal and environmental health. ”
A final area that will be significantly impacted by the changing attitudes of male consumers in the beauty and personal care space is the growing popularity of holistic wellness routines. “The men’s skin care and grooming market is experiencing strong growth, driven by people who prioritize their health and consider grooming an integral part of their health care regimen,” Kitzmiller explains, adding that “more comprehensive “This movement to embrace beauty in a unique way reflects an important influence.” Society’s perception has changed and self-care has been established as an acceptable practice for all. ”
Additionally, “there is an increasing importance of choosing products with beneficial ingredients and clear, positive claims,” she continued, adding that male consumers are now making careful choices in this area. “It emphasizes our commitment to health and the need for products that satisfy health.” She is “upholding standards and aligning with personal values,” and “an honest approach that goes beyond superficial care toward holistic health.”
Male consumers, predicting the future of beauty and personal care
Looking to the future, Kitzmiller said, “Although their daily routines may not be fully established, the Alpha generation’s beauty and personal care behaviors and interests are already starting to appear among teenage boys.” said. “Younger generations’ approaches to beauty and personal care products are deeply shaped by social media and peer influence,” she explains, leading to an increased “experimentation-opening mindset” and a “salience to discussion.” You can see a lot of changes,” he said. She practices grooming openly with her friends and has a genuine interest in developing her personal care expertise. ”
As a result, she continued: “The purpose of personal care routines has evolved beyond mere hygiene. For younger generations, these practices serve as a means to relax, express themselves through appearance and brand choices, and grow. Social connections and status. ” Therefore, “this is something that is quite popular among the female demographic, but will continue to increase among new male users as well,” Kitzmiller concluded.
