Findings
The male beauty market in China is experiencing significant growth, driven by appearance anxiety and evolving beauty standards. Gen Z and single men in urban centers are particularly receptive to skincare, makeup, and self-care, often motivated by social media trends and influencer culture.
Key Takeaway
Men’s beauty products are becoming mainstream, with targeted marketing and online platforms like Douyin and Xiaohongshu fueling demand among Gen Z and millennial men seeking to enhance their appearance and confidence.
Trend
Male Beauty and Self-Care Boom: Rapid growth in male skincare and makeup as men increasingly embrace appearance-conscious routines.
Consumer Motivation
Men are driven by appearance anxiety, the influence of social media, and the desire for a polished, youthful look, often inspired by idol culture and online influencers.
Drivers of the Trend
Influence from social media platforms, the emergence of male beauty influencers, and increasing societal acceptance of male grooming contribute to this trend.
People Referenced
Han Bingxue (Shanghai makeup artist)
Lisa Zhang (Daxue Consulting)
Davy Huang (Azoya)
Consumer Product/Service Description and Age
Products include male skincare, makeup, and body care targeted at Gen Z and millennials (ages 20–40), who are increasingly seeking functional, quality, and science-backed beauty products.
Conclusions
With social media encouraging beauty norms among men, brands must cater to this growing audience with relevant, functional, and affordable skincare and grooming solutions.
Implications for Brands
Brands have a significant opportunity to capture male consumers by offering targeted skincare and grooming products and leveraging influencer partnerships on platforms like Douyin and Xiaohongshu.
Implications for Society
This shift reflects a broader acceptance of self-care and beauty for men, potentially reducing stigma around male grooming and promoting wellness across genders.
Implications for Consumers
Consumers benefit from a wider range of products specifically addressing male skincare and grooming needs, tailored to unique preferences and requirements.
Implications for Future
Expect continued growth in the male beauty sector, with brands expanding product lines and developing targeted, educational marketing to meet the rising demand.
Consumer Trend
Rise of Male Beauty and Grooming: Increased acceptance of skincare, makeup, and body care routines among male consumers.
Consumer Sub-Trend
Functional and Affordable Skincare: Men are seeking products that offer real, science-backed results without premium prices.
Big Social Trend
Appearance-Conscious Self-Care: Societal norms around beauty are expanding, encouraging men to prioritize self-care and grooming.
Local Trend
Urban areas like Beijing, Shanghai, and Guangzhou lead in male beauty consumption, driven by Gen Z’s preference for skincare and appearance-enhancing products.
Worldwide Social Trend
Globally, male grooming is gaining acceptance, with beauty brands increasingly targeting men through tailored marketing and inclusive product lines.
Name of Big Trend Implied by Article
“Male Beauty and Self-Care Revolution.”
Name of Big Social Trend Implied by Article
“Gender-Inclusive Beauty Standards.”
Social Drive
Social media and appearance anxiety are driving men toward beauty routines, reinforcing self-care as a norm rather than an exception.
Learnings for Companies in 2025
Brands should focus on transparency, high-quality ingredients, and effective marketing strategies to appeal to appearance-conscious male consumers while addressing concerns about misinformation.
Strategy Recommendations for 2025
Expand Male-Specific Product Lines: Develop skincare, grooming, and makeup options tailored to male needs (e.g., oil control, acne treatment).
Leverage Influencer Marketing: Use popular male influencers on Douyin and Xiaohongshu to create authentic, engaging content.
Focus on Affordability and Functionality: Offer effective, science-backed products that meet men’s grooming needs without premium pricing.
Prioritize Online Privacy and Accessibility: Ensure easy, private access to products through e-commerce to appeal to men who may prefer discreet shopping.
Final Sentence (Key Concept)
With appearance anxiety and social media influence driving growth, the male beauty market is poised to expand, offering brands a unique opportunity to meet the evolving beauty needs of men.
What Brands & Companies Should Do in 2025
To capture this trend, brands should invest in affordable, functional male beauty products and leverage targeted social media marketing. By addressing appearance concerns with quality, science-backed products and engaging through influencer partnerships, companies can establish a loyal following in the male beauty sector.
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