Men’s Beauty & Wellness Booms as Gen Z Redefines Masculinity, Driving $2.57 Trillion Market
LONDON – A seismic shift is underway in the beauty and wellness industries, fueled by Gen Z men embracing skincare, makeup, and aesthetic treatments at unprecedented rates. Sales of male beauty and grooming products in the UK surged 77% year-on-year, according to Cosmetic Business, a trend mirrored globally and driven by celebrity endorsements and a changing perception of masculinity. This isn’t simply about vanity; it’s a new era of self-betterment focused on performance, longevity, and a pragmatic approach to wellness.
The rise is visible across social media, with influencers like tiktok’s Bách Buquen gaining traction for men’s makeup tutorials, and UK creator Luke Christian building a following with his skin-first routines and product analysis. This digital influence is translating into real-world spending, with brands tapping high-profile male figures to broaden appeal. NFL tight end Kyle Pitts recently became the first ambassador for men’s grooming brand Bevel, while established lines from Pharrell Williams (humanrace), Brad Pitt (Le Domaine), and Harry Styles (Pleasing) are successfully attracting male consumers.
Beyond skincare and cosmetics, aesthetic clinics are reporting a important increase in male clients seeking procedures previously considered taboo. Plastic and reconstructive surgeon Ash Soni, based in London, notes a surge in patients from diverse backgrounds – “Over the last three to four years, I’ve noticed a real rise in male patients coming through the doors – often people you wouldn’t necessarily expect. We’re seeing construction workers, heads of construction companies, CEOs, lots of corporate men in London, and, of course, A-listers and athletes.” Dr.Soni adds that men typically prefer discussing skin goals using terms like “fresh”, “healthy-looking”, or “less tired” rather than “beauty.”
The global men’s health and wellness market is projected to reach $2.57 trillion by 2029, growing at an annual rate of 12.4%, according to Daedal Research. This growth is characterized by what The Future Laboratory terms the ”bromeopathy era”-a data-driven, functional approach to wellness.Adam Steel, writing in The Future Laboratory’s the Bromeopathy Market report, describes it as “an empirical alternative to the ‘goopification’ of the industry, where stern and stoic language combines with scientific research and data for a distinctly masculine feel.” This signals a departure from traditional wellness trends, prioritizing quantifiable results and a pragmatic, results-oriented mindset.
