Men's Grooming Expands Beyond the Basics Into Full Skincare Routines

The men's grooming category, long limited to razors, shaving cream, and a splash of aftershave, is expanding rapidly as a growing share of American men adopt fuller skincare routines and the products to match.

The shift reflects changing attitudes about self-care, driven partly by younger generations for whom skincare carries no stigma. Social media, where grooming advice circulates freely, has accelerated the trend across age groups.

From basics to routine

Cleansers, moisturizers, and sunscreen formulated or marketed for men have proliferated, and many men are venturing into targeted products for concerns like signs of aging and razor irritation. The routines borrow heavily from the broader skincare playbook.

Dermatologists note that skin is skin, and the fundamentals, gentle cleansing, moisturizing, and daily sun protection, apply regardless of gender. The gendered marketing is largely about comfort and framing rather than fundamentally different needs.

A durable trend

Retailers report that the category's growth has staying power rather than the marks of a fad. As routines become normalized, the products are shedding novelty and settling into the everyday, much as they long ago did in adjacent markets.