The increasing skincare usage among Gen Z men is setting higher standards for brands.

The article discusses the growing trend of Gen Z men’s adoption of facial skin care products in the US, marking a significant shift in the industry. According to Mintel, the percentage of Gen Z men aged 18-27 using facial skin care products increased from 42% in 2022 to 68% in 2024. Carson Kitzmiller from Mintel attributes this change to factors like cultural shifts towards inclusive grooming, the rise of male-specific products, social media influence, and changing perceptions of masculinity that celebrate self-care. The article also notes that even Gen Alpha boys are starting to engage with skin care, suggesting continued future growth in male skin care usage. The article originally appeared in the Male Grooming Trend Report and is partially available for subscribers on Cosmetics Business.