Retail in Asia


Social media turning men’s grooming into a necessity for Gen Z

Men’s grooming has become ‘a necessity’ for young male consumers especially Gen Z, according to a Euromonitor expert.   

In a recent report The Evolution of Men’s Grooming, traditional men’s routines remained basic or used all-in-one products. Men’s routines are now becoming much more sophisticated as consumers are increasingly knowledgeable about their skin and suitable ingredients.

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Men are looking for a more specialised range of products to cater niche demands. 

“Fuelled by societal change, men’s grooming is evolving with interest in advanced care and styling. This shift has led to more men exploring beyond traditional grooming categories, with a broader array of beauty products. An increasing number of male consumers are willing to invest time in learning about grooming and selecting suitable products for their individual needs. Particularly in Asia, more male consumers are embracing regular use of makeup to achieve a polished but natural look,” said Yang Hu, insight manager for health and beauty in Asia at Euromonitor International.

Gen Z is leading the pack

By 2032, Gen Z is projected to constitute 21 percent of the global population, with these males playing a significant role in shaping the future of the men’s grooming industry. As digital natives, their purchasing decisions are significantly informed by recommendations from social media influencers. 

Gen Z males are evolving past traditional gender norms and are open to gender-neutral products. This indicates that modern masculinity has been redefined by men in this age group.

Some 15 percent of Gen Z male consumers globally prefer to buy unisex skin care, higher than male Millennials (13 percent) and Gen X (12 percent) groups. 

Global sales of men’s grooming products outperformed the wider beauty and personal care industry

Source: Shutterstock

Sales of men’s grooming products outperformed the wider beauty and personal care industry, with 2 percent growth in value at constant prices in 2022, compared to -0.5 percent growth in 2022.

However, economic slowdown, inflation pressure, changing grooming behaviors will become the factors that constrain the value growth. 

Male consumers prioritise premium products in certain areas such as fragrances and skin care. These are projected to experience robust growth with a CAGR of 3 percent between 2022 and 2027.  

General care categories like men’s deodorants and bath & shower gels, witnessed a notable shift from premium to mass due to the perception that these products offer a similar outcome irrespective of their price. 

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Acceptance of men wearing makeup to enhance their appearance and boost self-confidence has grown with change and diversification

Nearly 25 percent of global respondents in the 20 to 34 age group reported using BB or CC cream more than once a week. 

In China, over 30 percent of male consumers in the same age group use BB or CC cream more than once a week, with 14 percent using it daily.

The Asia Pacific region, influenced by beauty powerhouses like K-beauty and C-beauty, saw the strongest presence of this trend. By 2032, Asia Pacific will have 4 out of the top 5 countries where Gen Z form the biggest populations. These are India (1), China (2), Indonesia (3), and Pakistan (5).