Men's Grooming and Skincare Boom — 2026-10-23
The men's grooming sector continues its robust expansion, with market forecasts projecting a compound annual growth rate of 7.7% through 2036. Recent developments include L’Oréal’s strong Q3 sales performance driven by premium beauty demand, while regulatory and legal pressures mount on major brands like Dr. Squatch, which settled a $9 million false advertising lawsuit. Meanwhile, the rise of "genderless" skincare trends in Japan and Korea is reshaping regional consumption patterns.
Men's Grooming and Skincare Boom — 2026-10-23
Top developments
Men’s Grooming Market Projected to Reach $15.4 Billion by 2036
The global men grooming products market is experiencing sustained growth, projected to expand from USD 7.3 billion in 2026 to USD 15.4 billion by 2036. This trajectory represents a compound annual growth rate (CAGR) of 7.7%, driven by increasing adoption of comprehensive grooming regimens among male consumers. The growth is attributed to a shift in male consumer behavior, where personal appearance and skincare hygiene are becoming prioritized aspects of wellness.
L’Oréal Reports Strong Q3 Sales Amid Beauty Boom
L’Oréal announced its sales performance for the period ending September 30, 2026, reporting adjusted like-for-like growth accelerating to +6.9%. Total sales reached 35.33 billion euros, with a reported +7.7% increase, reinforcing the company's "winning streak" in the beauty sector. This performance highlights the resilience of the premium beauty market, which continues to drive significant revenue for major industry players.
Dr. Squatch Settles $9 Million False Advertising Lawsuit
Men’s grooming brand Dr. Squatch has agreed to a $9 million settlement to resolve allegations of false advertising. The lawsuit claimed the brand labeled products as "natural" despite containing synthetic ingredients. Consumers who purchased specific Dr. Squatch products over a nearly eight-year period may qualify for a portion of the settlement, with claims submitted through November 27. This legal resolution comes shortly after Unilever’s $1.5 billion acquisition of the brand, signaling increased scrutiny on marketing claims in the high-growth men's personal care sector.
Local view
Japan: Shift Toward Genderless Skincare
In Japan, the men’s cosmetics market is evolving beyond traditional "male-oriented" products toward a broader "genderless" skincare approach. Industry analysts note that the domestic men’s cosmetics market reached 133 billion yen in 2024, accounting for 5.2% of the total cosmetics market. This shift is driven by changing social norms and the influence of K-beauty trends, with manufacturers adapting to a demand for products that appeal across gender lines.
Korea: K-Beauty Expands Influence in India
South Korean beauty giants Amorepacific and LG Household & Health Care are gaining significant traction in the Indian men’s grooming market. Esquire India featured these Korean brands in its recommended list for local men, highlighting the growing influence of K-beauty in global male grooming routines. This expansion underscores the international competitiveness of Korean brands as they capture market share in emerging economies.
Context & numbers
- Market Size: The global men’s skincare products market is valued at USD 19.2 billion in 2026 and is expected to reach USD 52.1 billion by 2036, growing at a CAGR of 10.5%.
- US Sales: Men’s grooming supplies in the U.S. topped $7 billion in 2025, with online sales growing by 27.6%.
- Skin Care Devices: The global skin care devices market is forecast to grow at a 12.5% CAGR through 2034, driven by the adoption of at-home, non-invasive aesthetic treatments.
On the radar
- Fall/Winter 2026 Grooming Trends: Fashion media is highlighting a trend toward "individuality and imperfection" in men’s grooming for the upcoming season, moving away from hyper-polished looks.
- Dr. Squatch Settlement Deadline: Consumers eligible for the Dr. Squatch $9 million settlement must submit claims by November 27, 2026.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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