Breaking Barriers: the surge of natural skincare in men’s grooming

Male self-care is no longer taboo; it’s a booming market driven by shifting attitudes, wellness trends, and growing awareness of personal care. In 2024, the global men’s facial skincare market reached USD 19.6 billion, and it’s expected to grow to USD 31.7 billion by 2034, at an average annual growth rate of 4.9%[1]. What’s behind this transformation? A cultural shift that connects skincare with overall wellbeing, sustainability, and authenticity.

In Western Europe, particularly in Germany and Italy, the demand for sustainable and eco-conscious skincare is rising rapidly. A younger, more open-minded generation is normalizing male skincare as part of their daily self-care routine. In an increasingly inclusive and progressive society, men are claiming their space in personal care demanding transparency, natural ingredients, and a genuine commitment to the planet.

Changing norms, evolving expectations
Once seen as “unmasculine,” skincare is now embraced by many men. In the U.S., men’s use of facial skincare products rose by 68% between 2022 and 2024[2], with similar adoption growing in Europe, particularly in the UK, Germany, France, Italy, and Spain[3]. Facial care now represents 82% of total sales within men’s skincare[4], reflecting the increasing male focus on maintaining a youthful and healthy appearance. A telling sign of the shift? In Germany, men and women are now expected to spend equally on beauty[5].

Social media, inclusive grooming conversations, and celebrity endorsements have all played a role in this transformation, with Gen Z leading the charge. Nearly half of Gen Z men (45%[6]) enjoy discovering grooming content online, and this number is growing. The shift is also part of a broader cultural evolution toward self-care, e-commerce, and a redefined masculinity where men prioritize products aligned with their values, focusing on transparency, sustainability, and natural ingredients.

This transformation goes beyond skincare. Make up, once seen as gendered, is also evolving. In the U.S., 72% of male consumers aged 18 to 34 incorporate makeup into their grooming routines[7], with 43% of men aged 18 to 44 using makeup more frequently than a year ago. For 41% of them, makeup is not just about appearance, it’s about relaxation and stress relief – nearly double the 22% of women who cite the same motivation[8]. 

Why natural? Skin-friendly, sustainable, and transparent
When it comes to skincare, men prioritise effectiveness, simplicity, and trust. This is where certified natural cosmetics come in. Offering skin-friendly, sustainable formulations, these products meet the growing demand for transparency, environmental responsibility, and ingredient safety.

Unlike conventional formulas with synthetic additives, natural cosmetics use plant-based ingredients that soothe, protect, and support a sustainable lifestyle. These products cater to the specific needs of male skin, which tends to be thicker, oilier, and often irritated by shaving, requiring a gentle yet effective care that rebalances the skin’s natural barrier.

Natural skincare offers targeted solutions for common male skin concerns:

• Razor burn & irritation: Soothing ingredients like aloe vera and cucumber extract help calm the skin post-shave.
• Inflammation: Algae extract, chamomile, and eucalyptus oil bring anti-inflammatory, antibacterial, and healing properties.
• Cleansing: Blue cypress oil and sea salt offer antibacterial, exfoliating benefits, cleansing pores deeply and balancing oil production.
• Oily skin and acne: Tea tree oil helps regulate sebum and fight blemishes, while cedarwood essential oil balances oil production.
• Dry skin: Hydrating ingredients like cinnamon leaf oil, argan oil, and shea butter nourish, calm irritation, and lock in moisture.
• Anti-aging: Plant extracts like green tea, bilberry, and macadamia oil promote skin regeneration and help reduce wrinkles.
• Hair & scalp care: Peppermint and sage help stimulate circulation and nourish hair follicles. Also Citric acid helps exfoliate the scalp, balance pH, and smooth the hair.

Men are no longer satisfied with superficial claims: they’re seeking targeted and effective formulas that align with their lifestyle and values. This shift opens exciting opportunities in innovation in natural skincare, personalised routines, and packaging that resonates beyond traditional “for men” label.

How to spot truly natural skincare
In a market full of “green” buzzwords, not all that claims to be natural truly is. Many brands use a single ingredient or vague language to create the illusion of sustainability, a practice known as greenwashing. A European Commission study revealed that 53% of green claims are misleading or vague, and 40% lack any supporting evidence.

This is where certification comes in. The NATRUE label sets clear, verifiable standards to help consumers choose truly natural products. All NATRUE-certified cosmetics are made with 100% natural, near-natural or nature-identical ingredients, and are free from synthetic fragrances and petrochemicals. NATRUE also applies strict sustainability criteria to both products and production processes.

What sets NATRUE apart? Independent auditing and verification. Each product undergoes rigorous checks by third-party certifiers. Brands like Cosnature, Lavera, Alverde, Bevola Naturals or Weleda offer dedicated men’s lines, while Dr. Hauschka, Primavera, or studiobotanic provide gender-neutral options for everyday care. All reflect a more conscious, effective, and honest approach to men’s grooming. Find more inspiring brands in NATRUE’s database. 

Looking ahead: the future of natural skincare for men
The future of men’s skincare is clear: sustainability, personalization, and authenticity will continue to lead the charge. Expect more inclusive gender-neutral formulations, AI-driven customization, and greater ingredient transparency; shaping the next wave of products. Men are embracing new trends, such as nail polish and cosmetic care, reflecting a broader, evolving sense of self-care and personal expression.

The choice is yours: incorporating certified natural products into your routine is not just an act of self-care, but a step towards more ethical consumption. If you’re looking for effective and planet-conscious care, trust brands that are committed to sustainability. After all, natural skincare isn’t just a trend, it’s a move toward wellness.

Article written by Paula Gómez de Tejada, NATRUE Global Communications and Public Relations Manager. Originally published on Beauty Forum in German.

References:

[1] https://www.gminsights.com/industry-analysis/men-skin-care-products-market

[2] https://www.mintel.com/press-centre/more-than-half-of-us-men-now-use-facial-skincare-a-68-increase-from-2022/

[3] https://www.thefreelibrary.com/EUROPEAN+MEN+ARE+SMOOTH+OPERATORS.-a072609455

[4] https://run.unl.pt/bitstream/10362/23382/1/Seyler_2017.pdf

[5] https://www.mordorintelligence.com/industry-reports/germany-skincare-product-market

[6] https://www.askattest.com/blog/research/gen-z-beauty-trends#h-in-a-nutshell-what-are-the-latest-gen-z-beauty-and-grooming-trends

[7] Mintel’s US Color Cosmetics Market Report 2024

[8] https://www.mintel.com/press-centre/74-of-beauty-consumers-agree-that-makeup-products-from-affordable-brands-work-just-as-well-as-products-from-premium-brands/