Men’s Grooming Priorities Shift: 36% More Focused on Appearance Than Five Years Ago
Event summary
- 36% of men globally report increased importance of appearance and skincare over the past five years.
- 54% of men prioritize aging well more than they did five years ago.
- Western European gender-neutral skincare sales grew 7% YoY, while male-targeted skincare remained flat.
- Men accounted for 51% of online fragrance spending in key European markets over the year ending June 2026.
The big picture
NIQ’s findings highlight a strategic anomaly where men’s interest in appearance is rising, yet sales of products specifically marketed to men are not keeping pace with broader beauty category growth. This suggests a shift in consumer behavior where men are increasingly prioritizing self-expression and aging well, but brands must look beyond traditional product positioning to capture this opportunity. The data underscores the importance of understanding men’s shopping behaviors and the products they actually choose, rather than relying on gender-specific labels.
What we're watching
- Market Differentiation
- How beauty brands will adapt to men’s evolving priorities beyond traditional gender-based positioning.
- Consumer Trends
- Whether the growing interest in appearance among younger generations will sustain category growth.
- Regional Dynamics
- The pace at which regional differences in men’s beauty engagement will impact global brand strategies.