A new study by Clearpay reveals that overall spending among men in the beauty category has gone up by 77%.
Clearpay, a ‘buy now pay later’ platform, reports that male shoppers have made up 21% of all beauty purchases this year, a rise from just 1% in 2022.
This significant increase is concurrent with the launch of more and more beauty and wellness brands by male celebrities, such as Harry Styles’ Pleasing and Idris Elba’s S’Able Labs. In addition, there are ever more examples of male celebs being appointed brand ambassadors, like Olympic champion diver Tom Daley being named as Rimmel London’s latest brand ambassador.
There’s also been significant growth within content creation on social media, as male influencers are showcasing beauty hacks and make-up routines targeting male viewers. This is a clear indication that male grooming is on the rise.
The Clearpay research revealed the areas men were increasing spend in, with nailcare, skincare and fake tan all seeing a significant increase.
As more men embrace painting their nails, the sector saw an impressive 103% rise from 2022.
Skincare spends increased 33%, with serums being the products men reached for most, as spend on serums rose a significant 54% year on year.
Men are also investing more in self-tanning products, with a 44% increase in fake tan sales.
As for generational divide, Gen Z men are embracing the beauty world the most, with men accounting for 27% of beauty product purchases within the Gen Z age bracket this year.