Let’s be honest: men’s grooming used to mean grabbing a can of shaving cream, splashing on some aftershave that burned like betrayal, and calling it a day. But that era is over—and it didn’t go quietly.

Today’s male consumer is doing a lot more than trimming his beard. He’s exfoliating, moisturizing, manscaping, brightening dark circles, and—yes—booking Botox appointments between pickup basketball and protein shakes.

Welcome to the bold new world of men’s grooming, where looking good and feeling good are no longer mutually exclusive, and self-care isn’t just for your sister.

Why Men’s Grooming is Having a Moment (or a full-blown glow-up)

The men’s grooming market is projected to hit $115 billion by 2028. And no, that’s not a typo.

What’s driving it?

  • Gen Z and Millennials who grew up with skincare tutorials and no patience for toxic masculinity.

  • Social media, where it’s perfectly normal for guys to post their skincare routine before hitting the gym.

  • And let’s not forget the brands throwing out the rulebook and creating products guys actually want to use.

Let’s Talk Products: From Brows to Balls

Face Stuff
Men are embracing serums, moisturizers, and under-eye creams like never before. Brands like Lumin, Geologie, and The Ordinary are proving you can have clear skin and keep your dignity.

Beard + Hair
Beards are still big—but now they come with maintenance. Think Scotch Porter and Beardbrand. And for those battling the slow fade up top? Keeps, Hims, and Nutrafol are on it.

Below-the-Belt Grooming
Trimmers for the nether regions are officially mainstream. Brands like Manscaped, BALLS, and Gillette Intimate are making hygiene hilarious—and profitable.

Makeup (Yes, Really)
It’s 2025. Concealer is not a crime. Brands like Stryx and War Paint for Men are making cosmetics for guys who want to hide blemishes without looking like they raided their partner’s makeup bag.

Aesthetic Treatments
Brotox is real, and the guys are lining up for it. Clinics like SkinSpirit and Ever/Body are seeing more male clients walk through the door for laser, filler, and skin smoothing—all in the name of subtle glow-ups.

What Brands Need to Know (And Not Just Slap a Gray Label on It)

Here’s the deal: you can’t just repackage your women’s products in matte black and hope for the best. Modern male consumers want:

  • Solutions to real concerns like acne, odor, hair loss, and eye bags that scream “I haven’t slept since college.”

  • Messaging that’s clear, no B.S., and ideally kind of funny.

  • A shame-free experience that feels empowering, not awkward.

Bottom Line

The definition of masculinity is expanding. So are men’s medicine cabinets. Whether it’s beard balm or butt scrub (we said what we said), grooming is now part of the male identity—and the brands that get it will win.

The Algorithm Knows He Needs a Moisturizer

Let’s give credit where it’s due: social media has completely changed the game for men’s grooming. Between TikTok, YouTube, and Instagram, men are learning how to take care of their skin, trim their beards, and groom everywhere else—one scroll at a time.

Sure, influencers like Eric Bandholz (Beardbrand), Alex Costa, and James Welsh are crushing it with pro-level grooming tips and product recs. But here’s what’s really moving the needle: regular guys sharing their 5-step skincare routines in grainy bathroom lighting. No filters, no fancy edits—just real talk about what works (and what definitely doesn’t).

Whether it’s a 22-year-old on TikTok reviewing The Ordinary like he’s a chemist, or a dad of three demoing his Manscaped trimmer with zero shame, the message is the same: taking care of yourself is normal now. Even intimate grooming.

Brands like MANSCAPED have leaned all the way in—mixing humor, hygiene, and high-quality tools to make below-the-belt care approachable. Their campaigns (and cleverly named products) have done more to destigmatize male hygiene than any awkward drugstore aisle ever could.

The takeaway? If you’re a brand trying to reach male consumers, your biggest competitors aren’t just other brands. It’s whoever shows up first on his FYP with a relatable routine and a discount code.

Watch @omarnyame on TikTok

So... Is Your Brand Ready to Show Up for Him?

Lumin, Manscaped, and War Paint didn’t wait for permission. They saw the shift and got to work.

At Insights in Marketing, we know what makes male consumers tick, click, and commit—because we talk to them. (Like, actually talk. In-depth interviews, ethnos, online communities—the works.) We help brands cut through the noise and tap into what real guys want, even if they don’t always know how to say it.

The grooming space is growing fast. Want to keep up? Let’s talk. 
We’ll bring the insight. You bring the razors. Or serums. Or scrubs. We’re not judging. 👉 Contact us today and let’s make sure your brand doesn’t get left in the dust (or beard trimmings).