Men's Grooming Expands Beyond the Basics Into Full Skincare Routines
A growing share of American men are adopting multistep skincare, reshaping a category once limited to razors and aftershave.
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.
More in Beauty & Wellness
Long Wait Past the Appointment Time and a Callus Add-On Fee at Bella Vida Nails & Spa
Two customers say they waited over an hour past their appointment time, then faced an add-on fee they had not expected at checkout. A look at how staffing, communication, and goodwill gestures protect a booking.
Shape Mismatch, an Added Fee, and Payment Policy Questions at La Vie Dorée Nail Bar
A regular customer at La Vie Dorée Nail Bar says her nails came out in a different shape than requested, an extra charge was added, and the finish lacked the glass-like effect she asked for. A look at how clear quotes and communication protect loyal clients.
Cuticles Left Sore and Bleeding During a Manicure, Then a Dismissive Response From Ownership at Sunlight Nails Conway
A customer says her cuticles were nicked during a manicure and left sore, and that raising the issue afterward led to a response that made her feel disbelieved. A look at how a service concern was handled after the appointment ended.