Men's Grooming and Skincare Boom — 2026-09-18

Top developments

Global Market Valuation Revised to $164 Billion by 2034

A new report published on September 16, 2026, forecasts that the global men’s grooming and cosmetics market will expand to USD 164.2 billion by 2034. This growth is fueled by increasing male awareness of personal appearance and hygiene, moving beyond basic grooming into comprehensive skincare and wellness routines. The report highlights that historically female-dominated cosmetics sectors are rapidly reshaping consumer behavior among men, creating sustained expansion opportunities for major players like L’Oréal and Unilever.

Japanese Men’s Makeup Acceptance Reaches 52%

Cross-Marketing released a survey on September 17, 2026, revealing that 52% of Japanese men have a "good" or "somewhat good" impression of other men wearing makeup. Interest in men’s makeup is particularly high among younger demographics, with 35% of those aged 15–19 and 31% of those in their 20s expressing interest. This data underscores a significant cultural shift in Japan toward genderless beauty, challenging traditional masculine norms and driving demand for inclusive skincare and cosmetic products.

Korean Men’s Grooming Tech Startup Deep Point Hits KRW 15 Billion in Revenue

Chosun Ilbo reported on September 17, 2026, that beauty-tech startup Deep Point has achieved annual sales of KRW 15 billion (approx. USD 11 million) by exporting hair styling tools to 10 countries. The company developed a comb-shaped curling iron specifically designed to address the difficulties men face with traditional styling tools. Their success highlights the growing niche for specialized men’s grooming hardware, leveraging direct salon data to refine product design for the modern male consumer.

Dr. Squatch Settles Class Action for $9 Million

Dr. Squatch, recently acquired by Unilever, agreed to a $9 million settlement to end a lawsuit alleging that its "natural" personal care products contained synthetic ingredients. The settlement allows consumers who purchased these products between November 2018 and August 2026 to claim refunds. This legal development serves as a critical reminder for brands in the men’s grooming space to maintain rigorous transparency regarding ingredient sourcing, especially as the market shifts toward premium, nature-oriented positioning.

Local view

In South Korea, local media is focusing on the strategic pivot of major conglomerates like Amorepacific, which announced plans on September 14, 2026, to grow its derma-beauty division to KRW 1 trillion by 2030. Financial News reports that this strategy includes expanding global reach for brands like Etude and IOPE, which are increasingly catering to the male demographic with high-efficacy skincare. Additionally, reports from Market Economy News highlight that autumn makeup trends are shifting toward products that minimize skin burden while maximizing individuality, a trend heavily adopted by male consumers seeking subtle enhancement rather than overt cosmetics.

Context & numbers

• Global Market Size: Projected USD 164.2 billion by 2034.
• US Sales: Men’s grooming sales in the U.S. reached $7.1 billion, with online sales growing by 27.6%.
• Japan Market Share: Men’s cosmetics account for 5.2% of the total Japanese cosmetics market, valued at ¥133 billion in FY2024.
• Category Leader: Moisturizers and creams are projected to hold a 36.0% share of the men’s skincare market in 2026 due to their daily-use nature.

On the radar

• Post-Acquisition Strategy: Watch for Unilever’s integration updates for Dr. Squatch following the recent $1.5 billion acquisition, particularly how they address the "natural" labeling controversies raised by the recent settlement.
• K-Beauty Expansion: Keep an eye on Amorepacific’s specific product launches for men under their derma-beauty umbrella as they target the 2030 revenue milestone.
• Genderless Trends: Monitor Japanese retail data for further evidence of the "genderless" shift, as makeup acceptance rates among Gen Z men continue to rise.