The 6% annual goldmine:
Journey into the exploding male cosmetics and skincare market
Is wearing neat clothes and a clean shave considered “dressed up”? Men’s grooming is rapidly evolving toward total refinement. According to research from Euromonitor, the male skincare market has grown by 6% annually over the last five years, outpacing the female market’s 4% growth. AsiaKOL previously cited research from Neo Marketing Co., Ltd. stating that skincare is no longer a female prerogative. The male market is indeed expanding. Fueled by shifting social norms and the global influence of K-Beauty aesthetics, men now pay more attention to their image management. They consider this to be self-investment, even a strategic move to enhance their competitive edge.
Why the male beauty market is exploding: Polished image management — The new routine for men
As the social trends shift, image management is no longer the exclusive domain of women. Men’s investment in their appearance significantly increases. According to the “Men skincare product market report: Trends, forecast and competitive analysis to 2031” by Lucintel, which was released on 7 February 2025, the Compound Annual Growth Rate (CAGR) of the male beauty market is approximately 6% from 2025 to 2031. This indicates that male image management has transformed from passive to active, making this the lucrative “blue ocean” market.
Five key drivers transforming male grooming:
1. Social media and the surge in skincare literacy:
More male Key Opinion Leaders (KOLs) share their skincare experiences and product recommendations, raising men’s awareness about skincare literacy.
2. The shift in male appearance culture: Grooming equates to competitiveness
Social media is rife with discussions criticizing unkempt appearances. Today, proper grooming is the baseline for social interaction, it is no longer just about being dressed.
3. Formula evolution: A new focus on targeted skin needs
The rise of skin-tech and data-driven formulas has replaced marketing hype with objective proof, successfully capturing the growing demographic of men who demand high-performance results.
4. Higher incomes drive demand for quality:
As industrial evolution drives economic growth, rising incomes among men are leading them to seek out products with higher value and premium quality.
5. The boom of e-commerce: Skincare products are now within easy reach
The convenience of browsing and purchasing products from home is driving the growth of the online market.
Taking these factors into account, the men’s skincare market is currently in a phase of rapid expansion and represents a highly strategic, high-value sector at present.
The men’s beauty boom drived by Instagram and Threads, powered by short-form video
Part of men’s growing motivation to manage their appearance comes from the rising popularity of emerging social platforms like Instagram Reels and Threads. Short videos, with their concise messaging and clear topics, help spread discussions around men’s skincare products. For example, short videos on Instagram Reels featuring sunscreen sticks and foundation sticks place products into everyday scenarios such as sports or commuting, demonstrating usage steps and guiding shade selection. Through KOLs’ firsthand demonstrations, product benefits are seamlessly integrated into real-life contexts. These fast, simple, lifestyle-oriented videos, with clean and visually appealing aesthetics, spread rapidly and attract high view counts, indicating that men are particularly interested in content that is “efficiency-driven,” “highly practical,” and “grounded in daily life.”
What defines male KOL skincare content? Efficiency, accessibility, and value-driven messaging win attention
Short-form videos that combine KOL demonstrations with real-life scenarios help men quickly understand and adopt products. These “watch-and-use” style guides significantly boost view counts and highlight the strong potential of the male market. Compared to female beauty KOLs, who often emphasize aesthetics and mood, male grooming content tends to show the following traits:
1. Rational appeal over emotional storytelling
Rather than focusing on visually striking product imagery, men are more drawn to functional, information-driven content. Clearly stating what problems a product solves, such as enlarged pores, acne, excess oil, dark spots, uneven skin tone, or skin texture, helps communicate value and resonates more effectively with male consumers.
2. Low barriers to entry reduce both financial and psychological friction
Beyond functionality, value for money is a key concern for men. Affordable, beginner-friendly products make it easier to leave their comfort zones and try something new without hesitation.
3. One-stop shopping for convenience and efficiency
Being able to purchase cleansers and skincare products in one place streamlines the process. A simple, efficient journey reduces friction and minimizes drop-off along the way.
Beyond short-form videos, Threads has also become a key channel for sharing skincare information. Content often takes form of questions to spark discussion, such as “Any recommended facial skincare products?” or “Is there a simple skincare guide for men?” This guided interaction encourages users to share experiences and product recommendations, turning posts into crowdsourced skincare guides. Question-based content is especially effective at driving engagement and word-of-mouth.
Male KOL marketing playbook: Four content styles to build trust in skincare
As the number of male KOLs and KOCs continues to grow, their backgrounds are becoming increasingly diverse, including barbers, hairstylists, doctors, and fitness coaches. Through scenario-based introductions and real-use testing, they help male audiences quickly understand and adopt skincare products.
1. Fitness coach KEN: Building trust through everyday relatability
KEN, a fitness coach with around 49K followers on Instagram and Threads, primarily shares workout content alongside men’s fashion and grooming tips. His lifestyle-driven short videos integrate skincare into daily routines, making it feel natural and approachable. With a focus on low-makeup looks, low-cost solutions, and natural, no-filter vlog-style filming, his content closely reflects real male lifestyles. This relatability fosters a sense of identification and trust, attracting men, especially those already into fitness, who want to elevate their overall appearance and are more likely to choose products KEN recommends.
2. 77 Boss: Redefining men’s skincare with confidence and masculinity
Taiwanese YouTuber 77 Boss (@77bossloveu), who has a background in traditional Chinese medicine, creates content spanning health, weight loss, and skincare. By integrating traditional Chinese medicine knowledge into short videos and skit-style storytelling, he combines product testing with educational insights to make skincare more accessible. His neutral tone and presentation style avoid overly feminine or emotional language. Instead, he focuses on functionality and ingredient analysis to communicate key points. This balance of scientific credibility and entertainment helps break the stereotype that skincare is only for women, showing that men who care about their appearance can still project confidence and masculinity.
3. Allen Chang: Building a head-to-toe minimalist grooming style for men
Allen Chang (@chenn49) is known for sharing store visits and outfit inspiration, with a focus on minimalist menswear and everyday styling ideas. His short-form videos are fast-paced and smoothly structured, often documenting real trips to drugstores followed by at-home product testing, making it easy for male viewers to replicate the entire process. Beyond facial skincare, his content also covers hairstyling and outfit coordination. By presenting clear, step-by-step guidance that moves from face to hair and then to full styling, he creates a comprehensive head-to-toe grooming guide. This approach helps audiences recognize that skincare is not separate, but an essential part of overall personal style.
4. Tony Chu: One-stop skincare and travel guide
Tony Chu (@tonychu_kr), with 56K followers on Instagram, focuses on Korean travel, skincare and drugstore finds, landmarks, and medical aesthetics. His content cleverly combines skincare, travel, and shopping guides, allowing viewers planning trips to Korean drugstores to reference recommended products and usage tips directly, greatly enhancing practicality and audience engagement. On social platforms, Instagram features eye-catching short videos demonstrating products in real life, while Threads uses product images paired with concise text to clearly showcase results, effectively encouraging user interaction.
Conclusion: Owning the conversation on men’s skincare - The next step for brands
Men’s willingness to invest in their personal appearance is rising rapidly, with Instagram Reels and Threads acting as key catalysts. Male KOLs break down skincare and styling tips into intuitive actions, seamlessly integrating grooming routines into everyday male life. The men’s skincare market is still in its early growth stage, and controlling the social media narrative is the key to unlocking market potential. AsiaKOL’s popular male beauty and skincare solutions help brands identify the right male KOLs and KOCs, leveraging Instagram and Reels to increase brand share in the growing male market.
Want to learn more about our solutions? Contact AsiaKOL today and let your brand stand out in the men’s skincare market!
