Episode description
Is men’s skincare a passing fad or a real paradigm shift in the cosmetics industry? In this episode, we break down the boom in men’s grooming: a fast-growing market driven by cultural, generational and marketing factors. You will learn why Gen Z and Gen Alpha are rewriting the rules of beauty and how brands are adapting their strategy to win this new audience (episode in French).
Topics covered
Market growth: +68% usage among US men (2022–2024), forecast to reach $5.29 billion by 2027
- Changing masculinity: the end of stereotypes and the rise of the “metrosexual”
- Self-care as part of wellness: a new pillar for men
- The influence of social media and celebrities (The Rock, Idris Elba)
- Less stigma: skincare is no longer seen as feminine
- Better self-image and confidence
- The industry’s response: dedicated products, targeted marketing, inclusive positioning