Men's Grooming and Skincare Boom — 2026-10-17
The men's personal care sector continues its rapid expansion, with global market forecasts projecting significant growth through 2035 driven by premiumization and at-home device adoption. This week, the industry faced a regulatory hurdle as Dr. Squatch settled a $9 million lawsuit regarding "natural" ingredient claims, while K-Beauty exports hit record highs in September. <!-- /headline --> Dr. Squatch Settles $9M Suit as Men's Market Hits Record Highs <!-- /headline -->
Men's Grooming and Skincare Boom — 2026-10-17
The men's personal care sector continues its rapid expansion, with global market forecasts projecting significant growth through 2035 driven by premiumization and at-home device adoption. This week, the industry faced a regulatory hurdle as Dr. Squatch settled a $9 million lawsuit regarding "natural" ingredient claims, while K-Beauty exports hit record highs in September.
<!-- /headline -->Dr. Squatch Settles $9M Suit as Men's Market Hits Record Highs
<!-- /headline -->Top developments
Dr. Squatch Settles $9 Million "Natural" Claims Lawsuit
Dr. Squatch, the men’s grooming brand recently acquired by Unilever, has agreed to a $9 million settlement to resolve allegations that it misled consumers by labeling products as "natural" despite containing synthetic ingredients. The settlement, reported on October 14, allows eligible customers who purchased specific products over an eight-year period to submit claims until November 27. This development is critical for the men's grooming market as it highlights the growing regulatory scrutiny on ingredient transparency, a key purchasing driver for Gen Z and millennial men who prioritize clean beauty standards.
K-Beauty Exports Surge to Record Monthly High
South Korea’s beauty exports reached a monthly record of approximately 2.2 trillion KRW (approx. $160 million) in September, with cumulative exports for the first nine months exceeding 15 trillion KRW. Major players like Amorepacific and LG H&H are aggressively expanding in Europe and North America, leveraging high-growth strategies in premium segments. This boom is directly influencing men's grooming, as Korean men's cosmetics (K-Mens) gain traction globally for their innovative formulations and gender-neutral appeal, driving cross-border e-commerce growth.
Global Men’s Skincare Market Forecast to Hit $52.1 Billion by 2036
New market analyses released this week confirm that the global men's skincare market is expanding rapidly, with forecasts projecting it to grow from $19.2 billion in 2026 to $52.1 billion by 2036, representing a 10.5% CAGR. The growth is fueled by increasing adoption of multi-step grooming regimens among men, moving beyond basic hygiene to targeted anti-aging and skincare solutions. This data underscores the shift from simple grooming to complex skincare routines as a standard expectation for male consumers.
Microdermabrasion and At-Home Devices Drive Market Growth
The market for microdermabrasion devices is forecast to grow through 2035, supported by rising demand for at-home skin rejuvenation among men. IndexBox reports that the sector is characterized by a wide lineup of electric devices, including ultrasonic brushes and LED masks, which deliver measurable cosmetic effects outside of clinical settings. This trend signals a "medicalization" of men's grooming, where consumers invest in professional-grade tech for home use, creating new revenue streams for brands like Manscaped and emerging D2C startups.
Local view
South Korea: Local media highlights the strategic pivot of major conglomerates. Newspim reports that Amorepacific is focusing on high-growth markets in Europe and the US, while LG H&H is leveraging brands like Dr. Groot in North America. The article notes that food companies and large corporations are increasingly acquiring manufacturers and investing in raw materials to enter the booming beauty market, reflecting a broader industrial shift toward high-margin personal care.
Japan: While specific news on men's cosmetics was sparse in the last 7 days, broader beauty context from IndexBox (Japanese edition) indicates that the skincare devices market is being driven by an aging demographic and high adoption rates of home-use beauty tech. The Japanese market continues to lead in men's adoption of complex skincare routines, with a focus on functional, high-performance products.
Context & numbers
- Market Size: The global men's skincare products market is valued at $19.2 billion in 2026 and is projected to reach $52.1 billion by 2036 at a 10.5% CAGR.
- Grooming Market: The global men's grooming products market was valued at $94.9 billion in 2026 and is expected to grow to $157.6 billion by 2035 at a 5.8% CAGR.
- K-Beauty Exports: South Korea recorded 2.2 trillion KRW in monthly beauty exports in September 2026, a new monthly record.
- Settlement: Dr. Squatch agreed to a $9 million settlement for false advertising claims regarding "natural" labeling.
On the radar
- Dr. Squatch Claim Deadline: Eligible customers for the $9 million settlement must submit claims by November 27, 2026.
- K-Beauty Innovation: Continued focus on cross-border e-commerce and influencer-led discovery is expected to drive the next phase of growth for Korean men's skincare brands into Western markets.
- At-Home Tech: Watch for new product launches in the microdermabrasion and LED therapy space, as brands seek to capitalize on the "clinical at home" trend among male consumers.
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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