Men's Grooming and Skincare Boom — 2026-09-05
The men’s grooming sector continues its rapid expansion, with global market valuations projected to hit $34.95 billion by 2033, driven by Gen Z and Millennial adoption of advanced skincare routines. Recent weeks have seen significant legal and marketing developments for major players like Dr. Squatch, including a $9 million settlement and a high-profile $1 million creator competition, while Japanese giant Nivea launches targeted anti-aging products for men over 40.
Men's Grooming and Skincare Boom — 2026-09-05
Top developments
Dr. Squatch settles $9M lawsuit over "natural" claims
Dr. Squatch 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 settlement, reported on September 3, 2026, highlights the increasing regulatory and consumer scrutiny regarding ingredient transparency in the men’s grooming category. For brands like Dr. Squatch, which built its identity on natural ingredients, maintaining trust is critical as it integrates into Unilever’s portfolio following its $1.5 billion acquisition.
Dr. Squatch launches $1M competition with IShowSpeed
On August 31, 2026, Dr. Squatch partnered with influencer IShowSpeed to launch a $1 million competition for fans, aiming to leverage creator-led marketing to engage Gen Z consumers. The campaign involves major retailers like Walmart, signaling a shift toward interactive, entertainment-driven sales strategies in the mass-market grooming sector. This move underscores the importance of digital-native engagement tactics for legacy and newly acquired brands alike.
Nivea Men targets aging demographic with new anti-aging cream
Nivea Men (Kao Corporation) announced the launch of "Nivea Men Active Age Advance Cream" on September 2, 2026, specifically designed for men aged 40 and older. This product release reflects a strategic pivot toward the premium, age-specific skincare segment within the men’s market, moving beyond basic hygiene to specialized anti-aging solutions. It aligns with broader trends where men are increasingly investing in cosmetic treatments and advanced skincare routines.
Global market projected to reach $34.95 billion by 2033
According to a report published in late August 2026, the global men’s skin care products market is valued at $21.34 billion in 2026 and is expected to grow at a CAGR of 7.3% to reach $34.95 billion by 2033. Key drivers include the rising acceptance of skincare among men and the expansion of product portfolios by major players like L’Oréal, Unilever, and Beiersdorf. These figures confirm the sustained momentum of the "grooming boom" beyond initial hype cycles.
Local view
Japan: In Japan, the focus is shifting toward genderless skincare and specific demographic targeting. Nivea Men’s new launch for men over 40 highlights the industry's response to an aging population seeking effective, simple anti-aging solutions. Additionally, market data indicates that Japan's men's cosmetics market reached ¥133 billion in 2024, representing 5.2% of the total cosmetics market, with continued growth driven by D2C brands and changing male beauty standards.
Korea: Korean media reports indicate that the "inner beauty" market (ingestible beauty products) has grown into a 2 trillion won industry, with men increasingly adopting supplements like collagen as part of their daily routines alongside topical skincare. This trend blurs the lines between health and grooming, with men integrating ingestible beauty products into their standard care regimens.
Context & numbers
- Global Market Value: The global men’s skin care market is estimated at $21.34 billion in 2026, projected to reach $34.95 billion by 2033 (CAGR 7.3%).
- Broader Grooming Market: The overall men’s grooming products market was valued at $298.9 billion in 2025 and is projected to reach $506.7 billion by 2033 (CAGR 6.7%).
- Japan Specifics: Japan’s men’s cosmetics market was ¥133 billion in 2024, accounting for 5.2% of the total domestic cosmetics market.
On the radar
- Ingredient Transparency Scrutiny: Following the Dr. Squatch settlement, other "natural" men’s brands may face increased scrutiny from consumers and regulators regarding label accuracy.
- Creator-Led Retail Events: The success of the Dr. Squatch/IShowSpeed campaign may prompt other grooming brands to launch similar high-value creator competitions during Q4 holiday seasons.
- Anti-Aging Expansion: With Nivea’s new launch, expect more major brands to release age-specific men’s skincare lines, particularly targeting the 40+ demographic who have historically been underserved by premium anti-aging products.
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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