Men's Grooming and Skincare Boom — 2026-09-10

Top developments

Japan’s "Men’s Beauty Festival 2026" Announced for October

Manufacturers and retailers in Japan are mobilizing for the inaugural "Men’s Beauty Festival 2026," scheduled for October 2–3 at BellSalle Shinjuku South Exit in Tokyo. The event, themed "PLAY BEAUTY! - Play with Beauty to the Fullest," aims to showcase the latest trends in men's grooming, skincare, and makeup to a growing demographic of male consumers. This initiative reflects the steady growth of the Japanese men's beauty market, where companies are increasingly expanding product lines beyond traditional shaving to include comprehensive skincare routines. The festival will feature hands-on experiences and product trials, highlighting the shift toward gender-neutral and specialized male beauty products in the region.

South Korea’s Functional Cosmetics Filings Hit Record Highs

South Korea’s beauty industry is experiencing a surge in innovation, with functional cosmetics filings reaching 15,418 cases recently, a 22.6% year-over-year increase. A significant portion of these filings involves multi-functional products that combine whitening and anti-wrinkle effects, which now account for approximately 40% of all new submissions. This trend is particularly relevant to the men's grooming market, as K-beauty brands increasingly launch multifunctional serums and creams tailored for male consumers who prefer streamlined routines. The data highlights how K-beauty’s strength in R&D and formulation technology continues to drive global market interest, particularly in premium and efficacy-focused segments.

Dr. Squatch Settles "Natural" Claims Lawsuit for $9 Million

Dr. Squatch, the men’s personal care brand recently acquired by Unilever for $1.5 billion, has agreed to a $9 million settlement to resolve a class-action lawsuit alleging false advertising. The lawsuit claimed that some products marketed as "natural" contained synthetic ingredients. Consumers who purchased affected items between November 2018 and August 2026 may be eligible for compensation. This settlement serves as a critical reminder for the men's grooming industry about the importance of transparent ingredient labeling, especially as brands scale rapidly and face heightened consumer and legal scrutiny regarding clean beauty claims.

"The 2nd" Launches Incubator for Men’s Grooming Brands

"The 2nd," a men’s grooming brand known for its minimalist approach, has launched "The 2nd Studio," an incubator designed to support early-stage men’s grooming startups. The initiative aims to help emerging brands develop products and navigate the complexities of scaling into retail channels. This move indicates a maturing ecosystem within the men’s grooming space, where established players are investing in infrastructure to foster innovation and consolidate market knowledge. It suggests a trend toward professionalization and mentorship in the sector, moving beyond simple brand competition to ecosystem building.

Local view

In South Korea, media outlets are highlighting the evolving habits of male consumers, with W Korea featuring stories on "repeat purchase" skincare items among men. These reports emphasize that while many products come and go, certain staples remain part of daily routines, indicating brand loyalty is forming around specific efficacy-driven products rather than just novelty. This aligns with broader market data showing that Korean men are increasingly sophisticated in their skincare choices, often prioritizing long-term skin health over quick fixes.

Context & numbers

• Global Market Size: The global men’s skincare products market is valued at approximately USD 21.34 billion in 2026 and is projected to reach USD 34.95 billion by 2033, growing at a CAGR of 7.3%.
• Skincare Dominance: Skincare is the fastest-growing category within men’s grooming, expected to expand at an 8.11% CAGR. It currently holds an estimated 45.3% share of the global men’s grooming products market.
• Asia-Pacific Growth: The Asia-Pacific male grooming market is anticipated to grow from USD 3.86 billion in 2026 to USD 5.69 billion by 2034, driven by rising disposable incomes and changing social norms regarding male appearance.

On the radar

• October 2–3, 2026: The "Men’s Beauty Festival 2026" in Tokyo, Japan, will be a key event for observing new product launches and consumer engagement trends in the Asian market.
• Regulatory Scrutiny: Following the Dr. Squatch settlement, expect increased attention on "clean" and "natural" marketing claims across the men's personal care sector, potentially leading to stricter labeling standards or more litigation.