According to market insight company Statista data, male grooming rose in 2023. Projections indicate that the global male grooming market will reach an estimated $115 billion by 2028, a substantial increase from its valuation of nearly $80 billion in 2022 and approximately $74.8 billion in 2021. This growth can be attributed to various factors that have shaped contemporary perceptions of masculinity and the acceptance of self-care among men.
A significant contributor to the expansion of the male grooming sector is the shifting cultural perception of masculinity. Societal norms have evolved, embracing a more inclusive and open-minded approach to traditional gender roles. Social media platforms, particularly TikTok, have played a pivotal role in fostering this change by promoting a diverse array of male beauty influencers and advocating for self-expression and self-care as integral components of modern masculinity.
On TikTok, male-focused “get ready with me” videos and tutorials on achieving the latest haircuts have proliferated, significantly impacting the male skincare segment. Various hashtags have witnessed a remarkable year-on-year increase of 389% in video views, accumulating 462 million and 28 million views, respectively. The hashtag #mensgrooming has garnered an astounding 1.9 billion views on the platform. Similarly, Instagram has also witnessed a surge in the usage of the #mensgrooming hashtag, appearing in approximately 3.2 million posts.
The influence of social media on beauty standards has been particularly noticeable in the dermatology and cosmetic treatment sectors. As a result, there has been a noteworthy increase in men seeking cosmetic procedures to enhance certain facial features. Botox and fillers, especially in the jawline area, have seen a surge in popularity, leading to a substantial rise in bookings for these treatments.
According to the American Society of Plastic Surgeons, the past two decades have witnessed an astonishing 99% increase in the number of men opting for injectables. These treatments, categorized as non-surgical and minimally invasive, offer subtle and natural enhancements to one’s appearance.
Moreover, male cosmetics and makeup products have been steadily gaining traction among heterosexual men aged 18–65 in the United States. Ipsos, a reputable research firm, reported that approximately 15% of this demographic currently utilize male cosmetics and makeup, with an additional 17% expressing their openness to considering such products in the future.
In conclusion, the male grooming industry’s exceptional growth can be attributed to evolving societal perceptions of masculinity, the widespread influence of social media platforms like TikTok and Instagram, and the increasing acceptance of cosmetic treatments and male cosmetics. As these trends continue to evolve, the male grooming market is anticipated to expand further, offering exciting opportunities for innovation and development within the industry.
Douglas S. Steinbrech, M.D., F.A.C.S. is a plastic and reconstructive surgeon that specializes in male aesthetics. Dr. Steinbrech is certified by the American Society of Plastic and Reconstructive Surgeons and a diplomate of the American Board of Plastic Surgery. 
