The Rise of Men’s Grooming Market

Men’s grooming is entering a rapid growth phase as Gen Z and younger shoppers drive unprecedented demand for skin care and fragrance products. Here’s what you need to know:

• Dove Men+Care and Axe each generate over $1.08 billion in revenue and report that men are now more informed, confident and actively buying products across categories they previously ignored.
• A Barclays study shows 42% of Gen Z men allocate more income to grooming compared to 29% of millennials, and Pinterest reports a 230% surge in searches for male facial treatments.
• Target, Walmart and Walgreens have added men’s skin care brands such as Lumin and Papatui, while Allied Market Research projects the men’s skin care segment to reach $16 billion by 2032, growing 8% annually.
• Dove's Whole Body Deodorant line had a launch campaign with Marshawn Lynch that delivered a 76% rise in top-of-mind awareness and a 27% lift in purchase intent.

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The Data Behind Dove

Major brands like Dove are responding with upgraded formulas, strong cultural campaigns, and new product ranges built to match rising expectations. Charm data shows Dove's DTC data right now.

Dove: DTC Stats

Dove offers care grounded in gentle formulas and thoughtful expertise, with products created for both women and men. Its collection of hair care, skin care, and deodorant is made to support everyday well-being, helping you feel comfortable and confident in your own skin.

The Top Beauty Brands for Men

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Men are increasingly purchasing skin care, sunscreen, beard balms, and other "beauty" products. Want to know which brands are winning in the space?

Download our report to see how today’s leading beauty brands for men rank based on real DTC performance and TikTok Shop results.

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