07/07/2025 #Group

It’s a Men’s World? Redefining Beauty beyond Gender

For a long time, the beauty world was firmly dominated by female customers. However, this perception is noticeably changing. Men are increasingly coming into focus as a relevant target group - not as a short-lived hype, but as a strategic growth driver across all categories. Skincare, fragrances, haircare, and makeup have become everyday essentials for many men today.

A Market in Transition

The global beauty market is already responding to this shift. According to the BoF & McKinsey Beauty Report 2025, beauty ideals are moving towards well-being, individuality, and functional aesthetics. Men now expect the same diversity, quality, and expertise that have long been standard for female consumers. They shop with purpose, favor simplified routines, and seek high-performance products. Particularly in demand are solutions for soothing skin after shaving, moisturizing care, and effective anti-aging treatments.

The Gitnux Report 2025 estimates that men already account for nearly 20 percent of the global skincare market, with this figure continuing to rise. At the same time, the overall segment is growing significantly: according to WGSN, the global men’s grooming market is projected to expand from $90.1 billion in 2024 to $115.3 billion by 2028. A similar pattern emerges in Europe, with Germany alone experiencing an average annual sales growth of around six percent in this segment over the past three years.

The New Masculinity: Between Selfcare and Self-Determination

This transformation is not only economic but also culturally significant. Masculinity is being redefined by new generations such as Gen Z and Gen Alpha. Here, beauty transcends gender and is embraced as an expression of self-determination, identity, and lifestyle. Trends across segments like skincare, makeup, and beauty treatments are gaining traction under hashtags like #Brotox, reflecting this shift in values.

Information-seeking behavior is also evolving. According to WGSN and Mintel, 73 percent of Gen Z and millennial men actively look for support in developing simple, effective skincare routines. They want powerful results, clear guidance, and straightforward solutions. Personalized in-store consultations, digital assistants, and seamless omnichannel experiences are key differentiators.

Shaping the Future of Men’s Beauty

As Europe’s leading omnichannel beauty destination, we consider this development to be much more than a fleeting trend. Men’s beauty is not a niche but an integral part of a modern, holistic understanding of beauty. With over 115 years of expertise, an expertly curated product selection, and the trust of our customers, we actively shape this evolution. Because the future of the beauty industry will not be defined by gender, but by individual needs, values, and lifestyles.