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It’s official, men are outspending women when it comes to looking (and feeling) their best.
According to new research, male consumers are now investing more in beauty and wellness products that promise both aesthetic and health benefits, marking a major shift in the once female-dominated market.
The findings reveal that 8% of men spend over £250 (285€) a year on products such as moisturisers, caffeine shampoos, and body lotions, compared to just 4% of women in the same top spending category.
Meanwhile, women continue to lead in the lowest spending bracket, with 10% spending under £10 (11.50€) annually, compared with 8% of men.
The survey, which questioned thousands of adults about their annual spending on “hybrid beauty-wellness” items, found that men now spend an average of £79 (90€) per year, £11 (12.5€) more than women, who spend an average of £68.
The Rise of the “Hybrid” Beauty Product
These so-called hybrid products, items that combine self-care, health, and cosmetic benefits, are driving the trend. Examples include anti-ageing moisturisers with SPF, caffeine-infused shampoos to stimulate hair growth, and collagen-boosting serums that claim to improve both skin and wellbeing.
Almost half of all adults (49%) have used at least one of these multi-purpose products in the past year, showing how blurred the lines between beauty, grooming, and health have become.
Experts say the rise of social media, fitness culture, and mental wellbeing awareness has all contributed to the growing male interest in grooming and skincare.
Marketing expert Hannah Weller commented:
“Men today are far more comfortable buying and using products that would once have been considered ‘for women’. The beauty industry has rebranded grooming as wellness, and men are buying into it, quite literally.”
From Barbers to Beauty Aisles
Gone are the days when a quick shave and splash of aftershave were enough. Modern men are embracing full self-care routines, with everything from night creams and serums to supplements and scalp tonics.
Social media influencers have also played a role in breaking taboos around male beauty and self-care. The rise of grooming-focused creators on platforms like TikTok and Instagram has helped normalise discussions about acne, ageing, hair loss, and skincare among men.
Dr. Laura Simons, a wellness consultant, said the results aren’t surprising:
“Men’s grooming has exploded in the last five years. The conversation has shifted from vanity to wellbeing, and once you make that link, men are far more open to investing in themselves.”
A Market Worth Billions
Globally, the men’s beauty and personal care industry is now valued at over £55 (62€) billion, with forecasts predicting continued growth. Major brands such as L’Oréal Men Expert, Bulldog, and Clinique for Men have expanded their ranges, while newer brands focus on clean, vegan, and wellness-driven formulas.
This new focus on “looking good to feel good” has also blurred the gender divide in personal care. Many brands now market products as gender-neutral, emphasising wellbeing benefits rather than aesthetics alone.
As one industry analyst put it:
“Self-care is no longer a gendered activity. It’s a lifestyle choice, and one that men are increasingly willing to spend on.”
