Introduction

The appetite for men’s grooming and skincare has never been stronger. The global men’s grooming market is now valued at over £41 billion and is projected to grow by more than 10% over the next five years. While nearly half of this spending still goes toward traditional staples—such as shaving products, hair care, and styling tools—the remaining share is increasingly directed toward skincare, body care, grooming devices, and even makeup in select markets.

This growth is being driven worldwide, with strong momentum not only in Europe but also across North America and Asia, where men’s skincare adoption and premium grooming habits are accelerating rapidly.

This shift reflects a broader cultural change. Men are becoming more informed about ingredients, efficacy, and long-term skin health, while innovative brands continue to launch products promising anti-aging benefits, improved skin texture, and overall wellness.

Botanical Skincare Grooming Trends

As men become more ingredient-savvy, botanical skincare has emerged as a powerful middle ground between natural formulations and clinically active products.

Natural skincare has rapidly evolved from a niche offering into a mainstream category. Today, the market is roughly split between consumers who prefer plant-based formulas and those who favor high-performance actives like AHAs and retinoids. Botanical skincare aims to bridge this gap by combining the potency of modern actives with the gentleness of nature.

By harnessing botanicals, plant stem cells, and medicinal plants, a new generation of brands is delivering effective results without excessive irritation. British brand Wildsmith Skin, for example, blends nature and science through what it calls Radical Botany—a formulation philosophy that combines bio-actives, botanicals, plant-derived minerals, and clinically proven oxygen delivery systems.

Another standout is Wild Beauty by RŪG (pronounced “Reeg”), rooted in the historic RŪG Estate in North Wales. Using organic, sustainable ingredients—many harvested directly from their own land—the brand focuses on ethical sourcing and practical, high-performance skincare.

France’s Algologie extends botanical skincare into exfoliation and body care, incorporating marine and plant-based ingredients into advanced scrubs and treatments.

While these examples highlight innovation from the UK and Europe, similar plant-powered grooming brands are gaining strong traction across the United States, South Korea, Japan, and other Asian markets, where demand for gentle yet effective skincare continues to rise.

Grooming Trends: Skincare Devices

Alongside topical skincare, at-home skincare devices have become a defining trend in men’s grooming routines.

What were once clinic-only tools are now designed for daily home use, transforming bathrooms into personal treatment spaces. Advancements in technology have made these devices safer, more effective, and more accessible than ever—particularly in tech-forward markets such as the U.S. and East Asia.

LED light therapy has gained widespread credibility for treating acne, hyperpigmentation, fine lines, and loss of firmness—without stressing the skin. While results may take longer to appear than with aggressive chemical treatments, consistent use delivers clearer, firmer, and healthier-looking skin over time.

Pushing innovation even further is Lyma’s medical-grade Skin Laser, the first of its kind approved for home use. Used for just 15 minutes a day, it targets wrinkles, scars, acne, rosacea, pigmentation, and even issues like bruising and spider veins. Its appeal lies in delivering clinic-level results without invasive procedures—a trend mirrored by similar high-tech grooming tools emerging globally.

Dermal Fillers and Injectable Treatments

Another notable shift in men’s grooming trends is the growing acceptance of injectable aesthetic treatments.

Procedures such as Botox and dermal fillers have become increasingly common, with men embracing subtle, temporary enhancements. According to aesthetic experts like Zeynep Aslan of Facelab, male clients often seek a more defined, hyper-masculine facial structure—such as a sharper jawline, squarer chin, smoother nose bridge, and reduced under-eye hollows.

Dermal fillers, typically made from hyaluronic acid, are injected into the dermal layer of the skin to restore volume and definition. Results can last several months, depending on how quickly the body metabolizes the filler, with most men maintaining their look through two or three clinic visits per year. This trend is now widespread across major cities worldwide, from London and Paris to New York, Seoul, and Dubai.

Conclusion: The Future of Men’s Grooming Trends

Men’s grooming is no longer limited to basic hygiene—it has evolved into a holistic approach to self-care, confidence, and longevity. From botanical skincare that blends nature with science, to intelligent at-home devices and minimally invasive aesthetic treatments, men now have more options than ever to care for their appearance.

This growth has been driven by increased education around skincare ingredients, product efficacy, and proper application—along with more gender-neutral branding and the normalization of grooming routines across cultures. Digital lifestyles, video calls, and social media visibility have also played a role in encouraging men to invest in their skin.

Looking ahead, the future of men’s grooming will continue to blend science, sustainability, and personalization, offering solutions that are effective, ethical, and tailored to individual needs worldwide. Grooming is no longer about vanity—it’s about wellness, confidence, and modern masculinity.