NIQ Finds Men’s Beauty Spending Extends Beyond Products Marketed to Men

Men are becoming more engaged with beauty, skincare and personal appearance, but their purchasing choices are not necessarily following traditional gender-based product categories. NielsenIQ (NIQ) reports that 36% of men say looking their best matters more than it did five years ago, while 54% place greater importance on aging well. The research also finds that gender-inclusive skincare is growing faster than male-targeted products in Western Europe, raising questions about how beauty brands segment audiences and position their offerings.

Beauty brands may be overlooking a growing group of consumers by relying too heavily on products specifically marketed to men. New research from NielsenIQ (NIQ) suggests that men are increasingly interested in appearance and skincare, but their purchasing behaviour often extends into broader beauty categories.

In its report, The Permission Gap: The Global State of Male Beauty, NIQ found that 36% of men say looking their best, including through beauty and skincare, matters more to them than it did five years ago. More than half (54%) say aging well has become more important over the same period.

The findings point to an opportunity for beauty and personal care companies to reconsider how they understand male consumers, particularly as shopping behaviour becomes less closely tied to traditional gender-based product labels.

Consumer Attitudes Vary Across Markets and Generations

Interest in appearance differs significantly by geography. NIQ found that 69% of men in India, 63% in Mexico, 57% in the UAE and 51% in Brazil say looking their best matters more today than it did five years ago.

The corresponding figures were lower in the United States (37%), the United Kingdom (22%) and Germany (17%). These differences suggest that a single global approach to male beauty marketing may not reflect local consumer priorities.

Generational attitudes also influence how men engage with appearance-related products. Forty-two percent of Millennial men and 40% of Gen Z men said their individuality is reflected in how they look and what they buy, compared with 28% of Baby Boomers.

For marketers, these differences create a segmentation challenge. Age and gender alone may not explain purchasing intent. Concerns such as skin aging, product ingredients, personal identity and specific skincare benefits can provide additional ways to understand consumer needs.

Gender-Inclusive Skincare Outpaces Male-Targeted Products

Retail data from ten Western European markets highlights the commercial implications of this shift. NIQ found that skincare positioned for all genders grew 7% in value year over year, while male-targeted skincare remained flat.

The wider global comparison shows a similar gap. Across 57 countries, brands explicitly marketed to men grew 3%, compared with 7% growth for beauty and personal care overall.

The figures suggest that limiting product positioning to a male-specific label may not capture the full range of consumer demand. A shopper looking for an anti-aging product or a solution to a particular skin concern may prioritise ingredients and performance rather than whether packaging identifies the product as being for men.

NIQ also points to interest in brands focused on ingredients and benefits, including dermocosmetics and Korean beauty (K-Beauty), within its online skincare analysis.

Fragrance and Shaving Remain Established Spending Categories

Men already account for significant spending in some personal care categories. Across the UK, France, Spain, Italy and Germany, they represented approximately 51% of online fragrance spending over the year through June 2026.

NIQ's analysis across the United States, Canada and Australia also found that shaving and fragrance were the only personal care categories examined in which male buyers outspent female buyers on average.

These results underline the importance of examining actual purchasing behaviour rather than relying exclusively on stated interest or product positioning.

Implications for Beauty Marketing and Product Strategy

For beauty companies, the opportunity is not necessarily to expand the number of products carrying a men's label. It is to understand the needs driving purchases and make relevant products easier to discover.

That requires closer alignment between consumer research, product development, merchandising and digital marketing. Search behaviour, product information, ingredient transparency and benefit-led content can help brands reach shoppers whose needs do not fit conventional category definitions.

NIQ's findings also reinforce the value of localised marketing strategies. Differences between markets suggest that brands should avoid assuming that consumer attitudes in one country will translate directly to another.

As Tara James Taylor, NIQ's SVP of Global Beauty Personal Care Vertical, noted, brands focused only on products labelled for men may overlook shoppers and opportunities across the wider beauty market.

Market Landscape

The beauty and personal care industry is seeing growing interest in inclusive product positioning, benefit-led skincare and more nuanced consumer segmentation. While fragrance and shaving remain established categories for male buyers, skincare demand appears to extend beyond products explicitly marketed to men.

NIQ's findings indicate that brands may need to reconsider how they organise product ranges, digital storefronts and marketing campaigns. Gender-based segmentation can remain useful, but it may be insufficient on its own to explain consumer needs or identify growth opportunities.

Strategic Outlook

Beauty brands have an opportunity to connect consumer intelligence with product discovery and category strategy. Understanding why men purchase particular products, which ingredients and benefits they seek, and how those preferences differ by market can inform more relevant merchandising and communication.

Digital commerce teams can support this shift through benefit-led product descriptions, improved search and navigation, and content addressing specific skincare concerns. Retailers may also need to evaluate whether gender-specific category structures make products harder to discover for shoppers who prioritise outcomes over labels.

The commercial opportunity will depend on translating changing attitudes into measurable purchase behaviour. NIQ's data suggests that the market is evolving, but sustained growth will require brands to understand the needs behind purchases rather than simply expanding traditional men's product lines.

Top Insights

• NIQ finds 36% of men place greater importance on looking their best than five years ago, while 54% say aging well matters more.
• Gender-inclusive skincare grew 7% in value across ten Western European markets, while male-targeted skincare remained flat.
• Men's interest in appearance varies by geography, with India, Mexico and the UAE reporting higher levels than the UK and Germany.
• Millennials and Gen Z men are more likely than Baby Boomers to connect personal appearance and purchasing choices with individuality.
• Benefit-led skincare, ingredient-focused products and broader category positioning may help beauty brands reach male consumers beyond traditional men's ranges.

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