Men's Grooming and Skincare Boom — 2026-09-11
The men’s grooming sector faces a pivotal week as major brand Dr. Squatch settles a $9 million class-action lawsuit over "natural" ingredient claims, casting a shadow on its post-Unilever acquisition trajectory. Meanwhile, new market data confirms robust growth, with the global men’s skincare market projected to reach USD 34.95 billion by 2033, driven by Gen Z’s expanding definition of masculinity and self-care.
Men's Grooming and Skincare Boom — 2026-09-11
Top developments
Dr. Squatch Settles $9M Over "Natural" Ingredient Claims
In early September 2026, Dr. Squatch agreed to a $9 million settlement to resolve a class-action lawsuit alleging that its products labeled as "natural" contained synthetic ingredients. The settlement, which allows consumers who purchased products between November 2018 and August 2026 to claim up to $12.50, marks a significant legal challenge for the brand since Unilever acquired it for $1.5 billion in June 2025. This development matters for the broader market as it highlights the increasing scrutiny on "clean beauty" claims within the men’s personal care sector, potentially prompting other brands to tighten their ingredient transparency standards.
Global Men’s Skincare Market Projected to Hit $34.95B by 2033
New analysis from Coherent Market Insights, released in late August but gaining traction this week, estimates the global men’s skin care products market at USD 21.34 billion in 2026, with a projected compound annual growth rate (CAGR) of 7.3% leading to USD 34.95 billion by 2033. Key drivers include the expansion of daily facial care routines among male consumers and increased online product discovery. This growth underscores the shift from basic grooming to comprehensive skincare, with major players like L’Oréal, Beiersdorf, and Unilever competing for share in this high-growth segment.
Men’s Grooming Trends Show Rise in Makeup and Nail Care Interest
Certified Cosmetics reported on September 10, 2026, that search trends indicate men are increasingly looking beyond traditional shaving and skincare into makeup, nail care, and fragrance. This data reflects a cultural shift where "looksmaxxing" and self-optimization culture are driving Gen Z men toward more complex grooming regimens. For brands like Harry’s and Manscaped, this trend signals an opportunity to expand product lines beyond hair removal and hygiene into aesthetic enhancement categories that were previously dominated by women’s beauty.
Local view
Japan: In Japan, the cosmetics industry is seeing a structural shift as companies move from strictly "men’s" branding to "genderless" skincare. A column by Hanajima Sheman, a major OEM manufacturer, noted in June that the demand for skincare is broadening beyond gender-specific lines, reflecting a wider acceptance of unisex products. Additionally, Angfa launched a new "Carbonated Volume-Up Kenzan" under its Scalp-D NEXT+ series on September 9, 2026, targeting thinning hair with a product positioned between hair tonic and styling agent, indicating continued innovation in niche male hair care.
Korea: Korean media highlights the expansion of K-beauty brands into Western markets as a key growth driver for 2026. Reports from Market Economy and other local outlets emphasize that South Korean cosmetic manufacturers are increasingly targeting the male demographic with specialized items like shaving gels and hair removal devices, catering to the "grooming tribe" (greumijok) aged 20-30. This aligns with global trends where Asian beauty routines, particularly multi-step skincare, are influencing Western men’s habits.
Context & numbers
- Market Size: The global men’s skincare market is valued at USD 21.34 billion in 2026.
- Growth Rate: The sector is growing at a CAGR of 7.3% through 2033, with some forecasts for specific regions or segments suggesting higher rates up to 10.5%.
- US Sales: NielsenIQ data indicates U.S. men’s grooming sales hit $7.1 billion, with online channels growing by 27.6%.
- Settlement Cost: Dr. Squatch’s $9 million settlement is one of the largest recent payouts in the men’s personal care sector regarding labeling disputes.
On the radar
- Fall Product Launches: Men’s Health highlighted September 2026 as a peak month for new grooming releases, including richer creams and muskier colognes tailored for the autumn season. Retailers should monitor these launches for consumer reception.
- Post-Acquisition Strategy: Following the Unilever acquisition, Dr. Squatch CEO Josh Friedman has stated plans to turn the brand into an "icon brand," which may involve aggressive marketing and potential portfolio expansion later this year.
- Regulatory Scrutiny: The Dr. Squatch settlement may trigger further regulatory or consumer scrutiny on "natural" claims across the entire personal care industry, not just men’s grooming.
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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