Men's Grooming and Skincare Boom — 2026-09-15
Amorepacific has unveiled an aggressive global growth strategy targeting 15 trillion KRW in revenue by 2035, with a specific focus on derma-beauty and haircare segments. Meanwhile, the US market sees legal and consumer trust challenges for major players like Dr. Squatch, which recently settled a $9 million class-action lawsuit regarding "natural" ingredient claims.
Men's Grooming and Skincare Boom — 2026-09-15
Top developments
Amorepacific’s Strategic Pivot to Derma-Beauty and Haircare
On September 14, 2026, Amorepacific announced its "2026 Investor Day" strategy, aiming for 15 trillion KRW in revenue by 2035. The company identified derma-beauty and clinical skincare as new global growth engines, alongside its existing haircare portfolio (Ryo, Mise-en-scène). Brands like Aestura, Illiyoon, and IOPE are central to this expansion, targeting the high-growth men's grooming sector in Asia and globally. This move signals a shift from traditional mass-market cosmetics to high-margin, science-backed personal care, directly impacting the competitive landscape for men's skincare brands in Korea and Japan.
Dr. Squatch Settles $9M Lawsuit Over "Natural" Claims
In late August 2026, Dr. Squatch, recently acquired by Unilever for $1.5 billion, agreed to a $9 million settlement to resolve a class-action lawsuit. The suit alleged that products marketed as "natural" contained synthetic ingredients. Consumers who purchased these items between November 2018 and August 2026 are eligible for claims up to $12.50. This settlement highlights the increasing scrutiny on ingredient transparency in the men's grooming market, particularly for brands leveraging "clean beauty" narratives to attract Gen Z buyers.
Rise of "Early Care" for Hair Loss Among Men in Their 20s and 30s
Recent reports indicate a surge in demand for scalp care and hair loss prevention products among men aged 20–30 in South Korea. Media outlets like Sisajournal-e report that "early care" for thinning hair is becoming a mainstream concern, driving sales in the scalp treatment market. This trend is fueled by lifestyle factors such as dieting and stress, leading young men to invest in preventive dermatological solutions rather than waiting for significant hair loss. This demographic shift is critical for brands like Manscaped and Harry's, as it expands the addressable market for high-performance grooming tools and topical treatments.
Local view
In South Korea, the conversation around men's grooming is increasingly framed through the lens of scientific validation and medical-grade efficacy. Financial News and EBN reported on Amorepacific's strategy, emphasizing that "derma-beauty" is no longer just a niche but a core pillar for future revenue. Local stakeholders view the integration of AI-driven skin analysis with product recommendations as the next frontier for K-beauty exports, moving beyond simple cosmetics to holistic skin health management.
Context & numbers
- Global Market Size: The global men's grooming products market is valued at USD 66.44 billion in 2026 and is projected to reach USD 90.21 billion by 2031, with skincare expanding at an 8.11% CAGR.
- US Sales: Men’s grooming sales in the US reached $7.1 billion, with online channels growing by 27.6%, indicating a strong digital shift in purchasing behavior.
- Korean Market Target: Amorepacific aims for 1 trillion KRW in revenue from both derma-beauty and haircare segments by 2030.
On the radar
- Fall Product Launches: Men's Health highlighted the top 10 new men's grooming products for Fall 2026, noting a trend toward richer creams and muskier colognes, signaling seasonal shifts in consumer preference.
- Ingredient Transparency: Following the Dr. Squatch settlement, other brands may face increased pressure to substantiate "natural" or "clean" claims, potentially leading to reformulations or clearer labeling standards across the industry.
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.
Powered by
