Men’s care is no longer limited to shaving and basic grooming. Driven by skincare, self-care and demand for visible results, the category has evolved rapidly in recent years, with male consumers engaging more actively in preventative skincare, SPF and performance-led routines.
£7.8 billion - UK men’s grooming market value in 2023 (Grand View Research, 2026)
9.5% CAGR projected market growth through to 2030 (Grand View Research, 2026)
+58.1% increase in men’s beauty and personal care spend over the last five years (Barclays, 2025).
68% of Gen Z men used facial skincare products in 2024 (up from 42% in 2022 – Mintel, 2024).
As expectations evolve, brands are under pressure to create products that balance efficacy, simplicity and premium user experience without adding complexity to everyday routines.
Simplicity remains one of the strongest drivers in men’s skincare purchasing, with multifunctional formats such as SPF moisturisers, hybrid cleansers and serum-toners gaining traction as consumers prioritise convenience and ease of use.
“No fuss routines” among the key factors shaping men’s care purchases in 2024 (Euromonitor International, 2024).
Lightweight textures + proven efficacy continue to drive product preference within men’s care (Euromonitor International, 2024).
Complicated routines and crowded product categories still discourage adoption, particularly outside younger demographics (YouGov, 2025).
This is increasing demand for formulations that deliver multiple benefits within simplified formats. Mild cleansing systems, multifunctional actives and lightweight sensory technologies are helping brands create approachable products with premium performance.
Men’s skincare is increasingly shifting towards preventative care, with younger consumers adopting skincare earlier as part of broader wellness and self-care routines.
35% of men use beauty products to help prevent signs of ageing (YouGov, 2025).
Wrinkles + ageing remain among the leading skincare concerns for male consumers globally (Euromonitor International, 2024).
Consumers are also becoming more familiar with ingredient functionality, placing greater emphasis on hydration, barrier support and long-term skin resilience. As a result, clinically supported actives such as ceramides, peptides and collagen-support technologies are gaining traction within lightweight, performance-led skincare concepts.
SPF is becoming a more established part of everyday men’s skincare routines, particularly within moisturisers, serums and multifunctional grooming products.
Daily skin defence is seeing growing interest among Gen Z and Millennial consumers (Barclays, 2025).
Lightweight + wearable SPF is becoming increasingly important in daily skincare formats.
Heavy textures, whitening effects and greasy after-feel remain major barriers to regular SPF use. This is increasing focus on technologies that improve wearability alongside protection, including lightweight emollients, SPF boosters and advanced UV dispersion systems.
As engagement with skincare grows, consumers are placing greater scrutiny on ingredients and product claims. Purchasing decisions are increasingly influenced by efficacy, ingredient transparency and clinically supported positioning rather than branding alone.
“Ingredient IQ” is reshaping expectations across men’s skincare.
Clinically supported claims + ingredient transparency are becoming increasingly influential in purchasing decisions.
Technologies linked to hydration, barrier support and biomimetic science are also gaining traction within performance-led men’s skincare concepts, particularly among younger consumers influenced by social media and digital skincare education.
Texture and sensory performance now play a major role in product adoption and long-term loyalty across men’s care.
Lightweight textures + fast absorption are increasingly associated with premium performance and everyday usability.
Heavy or greasy formulations continue to deter many consumers from regular product use.
For formulators, this places greater emphasis on sensory optimisation, rheology systems and emollient selection. Balancing performance, stability and cosmetic elegance is becoming a key differentiator across modern men’s care products.
The move towards preventative skincare, multifunctional performance and simplified daily routines is creating new opportunities across men’s care. Through partnerships with leading global suppliers, Surfachem supports the development of next-generation skincare, grooming and personal care products.
Preventative Skincare & Active Performance:
- Ceramides, Peptides & Vegan Collagen (Evonik) – supporting hydration, barrier repair and skin longevity concepts.
- PDRN Technologies & KaliGen® (Kalichem) – biomimetic actives supporting skin regeneration and preventative skincare positioning.
- Sunhancer™ Eco & SilSense™ Bio5 (Lubrizol) – sensory and SPF-support technologies for lightweight, multifunctional skincare products.
SPF & Daily Defence:
- Chemical UV Filters (Salicylates + Chemicals) – supporting demand for daily facial SPF and multifunctional protection formats.
- Covascreen® CCC (Sensient) – UV dispersion technologies designed to improve SPF performance and sensory experience.
- EcoHance® Soft BOL (Evonik) – lightweight emollient technology supporting elegant sensory profiles within sun care formulations.
Simplified Cleansing & Sensory Experience:
- Bioterge® & STEPAN-MILD® ranges (Stepan) – mild and sulfate-free cleansing technologies aligned with simplified grooming routines.
- Carbopol®, Pemulen™ & Rheology Technologies (Lubrizol) – formulation systems supporting lightweight textures and multifunctional formats.
- Rheo2Green® & Perlastan® (Schill + Seilacher) – mild surfactant and viscosity-building technologies supporting gentle cleansing and sensory-led formulation design.
From preventative skincare and daily SPF to lightweight cleansing and sensory-led product design, men’s care continues to move towards more streamlined, efficacy-driven routines - creating new opportunities for innovation across personal care.
How Surfachem Can Support You
We’re here to share knowledge and make the process simpler, with expertise in:
- Ingredient selection– matching the right solutions to your project needs
- Formulation support – guiding you in developing effective, innovative products
- Regulatory advice – helping you navigate compliance with confidence
- Market prediction & analysis – keeping you ahead of the curve
For support with any of the above or to start your product development journey, contact us here.
