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4 Men’s Skincare Trends in 2023
Author: Wholesale Supplies Plus
Monday, January 2, 2023

Men's skincare trends are fueled by a continuing surge in spending by this often overlooked market. A recent study revealed that the men's skincare market was expected to reach $13 billion by the end of 2022 — a $10 billion increase since 2016. If your skincare company isn’t already catering to men, you’re leaving money on the table.
Luckily, you don't have to reinvent the wheel in your business. By focusing on these rising trends in the natural men's skincare vertical, you can quickly expand your product line to include the most sought-after items.

Men’s Skincare Use is On the Rise

According to a study from The NPD Group, Inc. titled Men’s Grooming Consumer Report, more than nine in 10 men (ages 18+) are using some sort of grooming product today. [1] This includes lotions, shaving products and hair care. However, only one-quarter of men are currently using facial skin care products such as facial cleansers and moisturizers, lip and eye products, and anti-aging treatments. This is attributed to a general belief that facial skincare products are not needed unless you have a specific skin problem such as acne. 
However, this attitude is beginning to change among all generations. One survey found that men between 18 and 35 are more likely to use creams, concealer, and other cosmetics and skincare products. And men who are 51 years and older are more likely to have a daily skincare routine to improve their appearance and skin texture. 
With these demographics in mind, here are the top four men's skincare trends to consider adding to your shop in 2023. Their priorities are a little different than women's, so it's important to tweak your approach to expand into this new audience. 

Subscription Boxes Simplify the Skincare Routine

Even though the interest in cosmetic products has skyrocketed, men want to remain discreet to preserve their masculinity. It is clear, however, that men today are joining women in the fight against aging. If big box stores are any indication, you can now find entire departments devoted to beauty products for men. You can even find subscription based beauty services like Birchbox that deliver the latest and greatest men’s products directly to your doorstep, hassle-free. [2,3]
Incorporating this service into your offerings could not only bring in new customers, but also boost your recurring revenue.

2.Multi-purpose Products Remain Popular

Although the segment appears to be growing at a steady pace, there is a learning curve. Some men still have to unlearn the concept that their body care products, such as bar soap and body lotion, work just as well for facial skin. There is still difficulty accepting products that require multiple steps such as separate cleanser, moisturizer and toner. So the trend is towards multifunctional products like blemish balms (BB creams) and dynamic do-all creams (DD creams) which are proving popular in today’s market.
Women’s expectations are changing too. More women expect the man in their life to take care of his skin and to be well-groomed. So there is some “peer pressure” to look good and that in turn translates into acceptance of men’s grooming products intended to “boost” a man’s appearance. The cosmetics market, or makeup for men, is the fastest growing segment of the beauty industry. This includes “foundation” type products that even skin tone, concealer products, tinted moisturizers, bronzers, sunless tanners and lip products. 
In a recent survey of men in the United Kingdom, 71% of men surveyed admitted to using concealer to hide blemishes, dark circles and uneven skin tone. In addition, a whopping 64% used lip gloss and 49%, eyeliner to enhance their appearance. [4]

Seeking Products with Sustainable & Natural Ingredients

More and more people are realizing the benefits of natural, quality ingredients, especially in the products they use on a regular basis. In fact, natural skincare product sales are expected to reach $12.7 billion by 2030. Not only are ingredients often more sustainable, they're also better for the skin and less likely to have an adverse reaction. Both men and women are attracted to well-sourced, organic ingredients that won't put their health or looks at risk.
Sourcing your ingredients at Wholesale Soap Making Supplies makes it easy to access everything you need in the quantities that suit your business. From butters and oils to fragrances and clays, you can create any product category with our skincare additives and ingredients.

Packaging Trends for Men

There is a huge opportunity for men with skincare, and now that so many men are already involved and engaged, it is up to brands to maintain that interest. Tips for marketing to men include more masculine or unisex product names and descriptors like:
  • Camouflage
  • Beard lube
  • Turbo wash
  • Power peel
  • Refueling wash
  • Facial tonic
Packaging should have a clean, professional look in neutral colors or colors that allude to “prestige.” Black, blue or grey packaging and matte metal accents translate well to differentiate your men’s products from your regular product line. [5] 
Aim for more of an apothecary or laboratory appearance in labeling these products as men tend to lean towards products that look “clinical” in appearance. This gives the illusion of purchasing a product to “treat” skin rather than to “beautify”. Men are less comfortable buying a feminine looking product or a unisex version of an overtly feminine product. [6]
If there were any lingering doubts that men’s skin care products have truly gone mainstream, households in New York, Los Angeles and San Francisco recently received a newspaper insert comic book featuring Marvel’s Captain America hawking Kiehl’s new men’s anti-aging moisturizer, appropriately named, “Heavy Lifting.” [7]

Differentiate your business by broadening your products to include natural men's skincare items. By tweaking your existing formulations and creating a bit of new branding, you can make an easy transition into significantly widening your customer base.

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