Men's Beauty Growth Lags Behind Broader Brands
NielsenIQ finds male-specific beauty brands are growing more slowly than mainstream beauty positioning across global markets.
Updated on Nov. 3, 2026 in Men’s Clothing
Live Poll
Do you buy beauty or skincare products labeled for men?
A NielsenIQ report finds men's beauty purchases are not growing as fast through male-specific brands as through broader beauty positioning. Brands explicitly marketed to men grew 3% globally across 57 countries, compared with 7% for beauty and personal care overall.
Why it matters
The findings suggest that gender-labeled marketing may be less effective than ingredient- and benefit-focused positioning as men increasingly prioritize appearance. Retailers and brands may need to rethink how they reach male shoppers.
Brands explicitly marketed to men grew 3% globally across 57 countries, versus 7% for beauty and personal care overall. Men accounted for about 51% of online fragrance spending across the UK, France, Spain, Italy and Germany over the year through June 2026.
The players
NielsenIQ
NielsenIQ is a global consumer intelligence company that measures retail and consumer behavior across dozens of countries.
The details
NielsenIQ found men buy skincare from brands that emphasize ingredients and benefits, including dermo-cosmetics and K-beauty, rather than male-specific labels. Shaving and fragrance are the only personal care categories where male buyers outspend female buyers on average across the U.S., Canada and Australia.
Timeline
Over the year through June 2026, men's share of online fragrance spending was measured across five European markets.
Over the past five years, a growing share of men reported that looking their best and ageing well had become more important to them.
Over the past year, skincare sales trends were measured across Western European markets.
Market Landscape
The findings point to a shift in how men engage with appearance products, with ingredient-led and K-beauty brands gaining ground over gender-labeled lines. This pattern challenges the assumption that dedicated men's grooming marketing will drive the fastest category growth.
Men shopping for skincare may find more value in products that list specific ingredients and benefits than in those labeled for men. Shoppers comparing fragrances and grooming products can expect male buyers to remain a major share of online spending in these markets.
The takeaway
Men's appearance concerns are rising, but they are expressed through ingredient-focused and benefit-driven choices rather than gender labels. Brands that lead with performance and transparency may connect better with male shoppers than those relying on masculine branding.
Further reading
Explore more on Men's Clothing to see how men's appearance priorities are shaping retail choices.
Source note: This article includes information reported by Premium Beauty News.
Live Poll
Do you buy beauty or skincare products labeled for men?
