Men's Grooming and Skincare Boom — 2026-09-08
The global men’s grooming market is experiencing a structural inflection point, with major developments including the launch of "The 2nd Studio" incubator to support emerging brands and a $9 million settlement by Dr. Squatch regarding ingredient labeling. In Asia, Japan’s "Men’s Beauty Festival 2026" is generating significant pre-event buzz, while Korean media highlights the surge in functional cosmetic registrations among male consumers.
Men's Grooming and Skincare Boom — 2026-09-08
Top developments
Dr. Squatch Settles Ingredient Labeling Lawsuit for $9 Million
Dr. Squatch, recently acquired by Unilever, has agreed to a $9 million settlement to resolve a class-action lawsuit alleging that some of its "natural" personal care products contained synthetic ingredients. This development, reported on September 3, 2026, marks a significant legal milestone for the viral brand known for its Gen Z-focused marketing. The settlement underscores the increasing regulatory and consumer scrutiny on "clean beauty" claims within the men’s grooming sector, potentially impacting how brands market natural formulations in the future.
"The 2nd Studio" Launches to Incubate Next-Gen Men’s Grooming Brands
On September 3, 2026, The 2nd announced the launch of "The 2nd Studio," a new incubator designed to help early-stage men’s grooming brands develop products and scale into retail. This initiative aims to fill a gap in the market for specialized support for male-focused beauty startups, offering resources for product development and retail entry. The move signals continued investor confidence in the sector’s growth potential beyond established giants like Harry’s or Manscaped, fostering innovation in niche categories.
Amazon.in Reports 1.6X Annual Growth in Men’s Grooming
Hindustan Times reported on September 8, 2026, that men’s grooming sales on Amazon.in are growing at 1.6X annually, driven by a shift from essential items to indulgent self-care. Celebrity-backed brand PROWL, launched by Tiger Shroff, recently expanded its range to focus on simplicity and accessibility, reflecting the demand for streamlined routines among Indian consumers. This data highlights the rapid digital adoption of men’s skincare in emerging markets, where e-commerce platforms are becoming primary discovery channels for new brands.
K-Beauty Functional Cosmetics Registrations Surge 22.6%
South Korean outlet Etoday reported on September 6, 2026, that functional cosmetic registrations in Korea surpassed 15,418 cases, a 22.6% increase year-on-year. A significant portion of this growth involves multi-functional products combining whitening and anti-wrinkle effects, which are increasingly popular among men seeking efficient routines. This trend supports the broader narrative of men’s skincare moving toward premium, clinical-grade solutions, with K-beauty brands leveraging these innovations for global export.
Local view
Japan: Pre-Hype for Men’s Beauty Festival Japanese media outlets like True Early Gives Advantage and Ladytopi are actively promoting the upcoming "Men’s Beauty Festival 2026," scheduled for October 2-3 in Shinjuku. The event, themed "PLAY BEAUTY!", aims to destigmatize male grooming by framing it as entertainment. Local coverage emphasizes the festival’s role in normalizing makeup and skincare for men, reflecting the growing acceptance of gender-neutral beauty standards in Tokyo’s consumer culture.
South Korea: Routine Stability Over Novelty W Korea published an article on September 7, 2026, featuring eight men discussing their "Nth repurchase" skincare items. The piece highlights a shift from trend-chasing to routine stability, with consumers prioritizing products that have proven efficacy over time. This sentiment reflects a maturing market where Korean male consumers are becoming more discerning, favoring high-performance staples over flashy new launches.
Context & numbers
Global Market Valuation According to Coherent Market Insights, the global men’s skin care products market is valued at USD 21.34 billion in 2026 and is projected to reach USD 34.95 billion by 2033, growing at a CAGR of 7.3%. Key players driving this growth include L’Oréal S.A., Unilever PLC, Beiersdorf AG, and Procter & Gamble.
U.S. Sales Trends NielsenIQ data indicates that U.S. men’s grooming sales have hit $7.1 billion, with online channels seeing a 27.6% increase. This digital acceleration is a critical factor for brands looking to capture market share from traditional retail incumbents.
On the radar
Men’s Beauty Festival 2026 (Tokyo) Scheduled for October 2-3, 2026, at BellSalle Shinjuku South Entrance, this event is expected to draw significant foot traffic and media attention, showcasing new trends in Japanese men’s cosmetics.
Post-Acquisition Strategy for Dr. Squatch Following the $9 million settlement and the $1.5 billion acquisition by Unilever, industry watchers are monitoring how Unilever integrates Dr. Squatch’s agile, direct-to-consumer model into its corporate structure without diluting its brand equity.
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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