Beauty: The Rise of the Refined Male: Millennial Men Lead UK Health & Beauty Boom

Why it is the topic trending: Millennial Men are Unlocking New Growth in Health & Beauty

• Significant Generational and Gender Shift in Spending Habits: The article highlights a stark contrast in anticipated health and beauty spending increases, with younger generations, particularly millennial men, showing the highest propensity to spend more. This challenges traditional assumptions about the primary consumers in this market.

• Growing Male Engagement in Self-Care and Aesthetics: The research reveals a broader reflection of interest in a range of beauty treatments and a higher degree of body positivity among millennial men. This indicates a cultural shift where self-care and appearance are becoming increasingly important across genders.

• Untapped Market Opportunity: The data points to significant potential for brands that can effectively connect with this emerging demographic, especially those offering premium and inclusive products that cater to diverse needs and preferences within this evolving consumer group.

Overview: The UK's Health & Beauty Market's Next Frontier: Millennial Men.

New research from "This is Us: Generations 2025" indicates a significant shift in the UK health and beauty market, with millennial men emerging as the demographic most likely to increase their spending. While overall spending is expected to be reined in, younger generations show a greater inclination to invest more in health and beauty. Specifically, approximately 20% of Gen Z and millennials anticipate increased spending, a figure that drops sharply for older generations. Delving deeper, the research reveals that Gen Z men are as likely as Gen Z women to boost their spending, but it is millennial men who lead the charge in this regard. This trend reflects a broader engagement with health and beauty across younger demographics, including interest in cosmetic treatments like fillers and weight loss injections, and is further influenced by factors such as education, income, and ethnic background, pointing towards a growing demand for premium and inclusive brands.

Detailed findings: Unveiling the Shifting Sands of UK Health & Beauty Spending

• Generational Spending Intent: Approximately 20% of Gen Z and millennials in the UK express an intent to increase their spending on health and beauty products, a figure that drastically drops to 5% for Gen X and a mere 1% for baby boomers. This clearly outlines a generational divide in financial commitment to personal care.

• Millennial Men as Spending Leaders: While Gen Z men and women show equal likelihood to increase spending, millennial men stand out as the demographic most inclined to boost their health and beauty expenditure. This signals a pivotal change in the traditional gender dynamics of the beauty market.

• Broad Engagement Across Treatments: Younger generations demonstrate significantly higher interest in a wide array of beauty treatments, ranging from fillers to teeth whitening, compared to older demographics. This indicates a proactive approach to aesthetics and self-improvement from a younger age.

• High Interest in Weight Loss Injections Among Younger Cohorts: A substantial third of Gen Z and millennials express interest in weight loss injections, significantly higher than Gen X (one in five) and baby boomers (one in 10). This points to a growing acceptance and curiosity towards more advanced cosmetic and wellness interventions among the youth.

• Intersectionality: Education, Income, and Ethnicity: College-educated higher earners show the most interest in all types of health and beauty treatments, highlighting the influence of disposable income and lifestyle. Furthermore, interest in health and beauty is notably greater among ethnic minority audiences than among white audiences in the UK, underscoring a need for more inclusive and diverse product offerings.

• Millennial Men's High Body Positivity: A striking 79% of millennial men in the UK report feeling positive about their looks when seeing themselves in a mirror. This strong sense of body positivity, combined with their interest in treatments, suggests a desire to maintain their current appearance rather than correct perceived flaws.

Key success factors of product (trend): Relevance, Inclusivity, and Aspiration

• Catering to Proactive Maintenance: Products and services that align with the desire of younger generations, particularly millennial men, to maintain their current appearance as they age will be highly successful. Brands should focus on preventative and maintenance-oriented solutions rather than just corrective ones.

• Offering Diverse and Inclusive Options: Success will come from brands that acknowledge and cater to the higher interest in health and beauty among ethnic minority audiences and provide products that are genuinely inclusive in formulation, shade range, and marketing. This requires a deep understanding of diverse consumer needs.

• Addressing the Aspiration for Self-Improvement: Brands that offer treatments and products, such as weight loss injections, that tap into the aspirational self-improvement goals of younger generations will capture significant market share. This includes transparent communication about the benefits and realities of such treatments.

• Connecting with Body Positivity: Brands that can genuinely connect with and reinforce the positive body image already held by millennial men will find a strong resonance. Marketing should celebrate confidence and self-care, rather than preying on insecurities.

• Premiumization and Education: For college-educated higher earners who show high interest in treatments, offering premium-tier products and services, alongside clear educational content about their benefits and efficacy, will be crucial for capturing this lucrative segment.

Key Takeaway: Millennial Men are the Undisputed Future of UK Health & Beauty Spending.

The data unequivocally points to millennial men in the UK as the most promising growth demographic for the health and beauty sector, driven by a unique combination of positive self-perception, a proactive approach to aging, and a strong inclination to increase spending on relevant products and treatments.

Main Trend: The "New Masculinity" in Health and Beauty.

The main trend is the emergence of a "New Masculinity" in the health and beauty sector, characterized by an increasing openness and active engagement of men, particularly younger generations, with a broader range of personal care products and aesthetic treatments, moving beyond traditional grooming to embrace holistic self-care and appearance maintenance.

Description of the trend: Beyond Grooming: The Integrated Male Aesthetic.

This trend, which I call "Beyond Grooming: The Integrated Male Aesthetic," describes a profound cultural shift where men, especially millennials and Gen Z, are transcending conventional notions of "grooming" to embrace a more comprehensive approach to health, beauty, and self-care. It's about an active engagement with a wider array of products and services, from skincare and hair treatments to cosmetic procedures like fillers and weight loss injections, driven by a desire not just for cleanliness or basic upkeep, but for self-expression, confidence, and the maintenance of a positive self-image as they age. This trend reflects a breaking down of gender stereotypes in personal care, fostered by increased social acceptance, digital influence, and a focus on overall well-being.

What is consumer motivation: Self-Optimization, Confidence, and Age-Defiance.

• Self-Expression and Identity: Consumers are motivated to use health and beauty products as a means of self-expression, allowing them to project a desired image and align their external appearance with their internal identity. This reflects a growing comfort with diverse forms of personal presentation.

• Confidence and Well-being: A core motivation is the desire to enhance personal confidence and overall well-being, as looking good often contributes to feeling good, impacting both personal and professional spheres. This extends beyond vanity to psychological benefits.

• Proactive Aging and Maintenance: Younger generations, particularly, are motivated by a proactive approach to aging, seeking to maintain their current positive appearance rather than reacting to signs of aging later in life. This represents a shift towards preventative care in beauty.

• Social Acceptance and Integration: There's a motivation to align with evolving social norms where engaging in a broader range of health and beauty practices is increasingly accepted and even celebrated across genders. This can be influenced by peer groups and media representation.

• Aspiration for Self-Improvement: Interest in treatments like weight loss injections reflects a motivation for self-improvement and optimization, a desire to enhance physical attributes or address perceived imperfections in pursuit of an ideal self. This often connects to broader wellness goals.

What is driving trend: Evolving Masculinity, Digital Exposure, and Disposable Income.

• Shifting Societal Norms of Masculinity: Traditional, rigid definitions of masculinity are softening, leading to greater acceptance and encouragement for men to engage in self-care and aesthetic practices previously associated primarily with women. This cultural evolution is a powerful underlying force.

• Increased Digital and Social Media Exposure: Constant exposure to diverse beauty standards, celebrity endorsements, and peer influence through social media platforms (e.g., TikTok, Instagram) normalizes and popularizes a wider range of health and beauty practices for all genders. This creates awareness and aspiration.

• Body Positivity Movement and Self-Care Advocacy: While complex, elements of the body positivity movement and a broader focus on self-care have contributed to a culture where individuals are encouraged to invest in their well-being and appearance, regardless of gender. This provides a supportive framework for new behaviors.

• Availability of Diverse and Targeted Products: The market itself is responding with an increasing array of health and beauty products specifically formulated and marketed towards men, as well as gender-neutral options, making it easier for men to find relevant solutions. This supply-side response fuels demand.

• Growing Disposable Income Among Younger Generations (Relative to Older Cohorts): While overall spending may be reined in, the article highlights that younger generations (Gen Z and millennials) are more likely to increase their discretionary spending on health and beauty, indicating that they have the disposable income or are prioritizing this category.

What is motivation beyond the trend: Holistic Well-being, Personal Empowerment, and Market Opportunity.

• Holistic Well-being and Preventative Health: Beyond superficial beauty, the motivation extends to a holistic approach to well-being, where external appearance is seen as intrinsically linked to overall health and mental state. This includes preventative measures for aging and physical conditions.

• Personal Empowerment and Control: Engaging in health and beauty practices provides a sense of personal empowerment and control over one's appearance and aging process, allowing individuals to actively shape how they present themselves to the world. This fosters autonomy.

• Brands Seeking New Growth Frontiers: For brands, a key motivation is to identify and tap into underserved or emerging market segments to sustain growth, especially as traditional consumer bases mature or face economic pressures. Millennial men represent a significant new frontier.

• Inclusivity and Market Relevance: Beyond just economic gain, brands are increasingly motivated by the desire to be perceived as inclusive and relevant to a diverse consumer base, which means acknowledging and catering to varied gender identities, ethnicities, and lifestyles. This enhances brand reputation.

• Long-Term Consumer Loyalty: By connecting with younger consumers early in their health and beauty journey, brands aim to build long-term loyalty and capture their spending throughout their life stages, as these generations approach aging with a different mindset. This secures future revenue streams.

Descriptions of consumers: The Proactive, Digitally-Savvy, and Self-Assured UK Millennial Man

Consumer Summary:

These consumers are proactive in their personal care, seeing health and beauty as an investment in their current and future selves. They are digitally savvy, consuming information and product recommendations online, and are open to a wide range of treatments beyond traditional grooming. Their strong sense of body positivity drives them to maintain their looks rather than correct flaws. They represent an untapped, high-potential market for inclusive and premium brands, especially given their higher income and education levels within certain segments.

• Proactive Self-Carers: They actively engage with health and beauty, not just reactively, and are interested in maintaining their appearance as they age.

• Early Adopters of Aesthetic Treatments: They show a significant openness to, and interest in, advanced treatments like weight loss injections and fillers, indicating a willingness to explore cutting-edge solutions.

• Confident in Their Appearance: They possess a high degree of body positivity, feeling good about how they look, which shapes their consumption towards maintenance and enhancement rather than correction.

• Digitally Influenced and Informed: Their consumption patterns are likely shaped by online trends, social media, and easily accessible information about products and treatments.

• Value-Conscious but Open to Premium: While aware of spending, their interest in a wide range of treatments and willingness to increase spending suggests they are open to premium products that deliver tangible benefits.

• Culturally Diverse and Inclusive-Minded: A segment of this group, particularly ethnic minorities, shows heightened interest, signaling a demand for brands that offer genuine inclusivity in their offerings.

Detailed summary (based on experience and article)

• Who are them? These are primarily Millennial Men in the UK, aged roughly 30-44 (born between 1981-1996), who are emerging as key consumers in the health and beauty sector. This group also includes Gen Z men (18-29), who share similar inclinations but are not yet as likely to increase spending as their millennial counterparts. They often come from college-educated backgrounds and are higher earners, particularly for those interested in premium treatments, and include a significant proportion from ethnic minority audiences.

• What kind of products they like? They like a broad spectrum of health and beauty products and treatments. This includes traditional grooming products but extends significantly into skincare (e.g., anti-aging, preventative care), hair treatments, and increasingly, cosmetic procedures like fillers, teeth whitening, and weight loss injections. They are interested in products that help them maintain their current positive appearance and age well, rather than solely fixing perceived flaws. They also appreciate premium and inclusive brands that cater to diverse needs.

• What is their age? Primarily Millennials (30-44), with strong signals also coming from Gen Z (18-29).

• What is their gender? Male, specifically millennial men being the most prominent growth segment, with Gen Z men showing comparable interest to Gen Z women.

• What is their income? The article explicitly links interest in treatments to college-educated higher earners, suggesting a moderate to high disposable income, particularly for those engaging with more expensive treatments.

• What is their lifestyle? They lead proactive and self-aware lifestyles, where personal appearance and well-being are integrated into their daily routines. They are likely digitally connected, consuming media and product information online. Their high body positivity suggests a lifestyle focused on self-care and maintenance rather than constant self-criticism. They are likely engaged in professional careers given the mention of higher earners and college education.

• What are their shopping preferences in the category article is referring to? They are increasingly willing to increase spending in this category. They are likely to gravitate towards brands that are inclusive and offer premium solutions. They are interested in a wide range of treatments and products, indicating a willingness to experiment and invest in their appearance. Their positive body image suggests a preference for brands that promote enhancement and maintenance, rather than shaming or "fixing."

• Are they low, occasional or frequent category shoppers? Given their anticipated increase in spending and broad engagement, they are moving from occasional to more frequent category shoppers, particularly for maintenance-oriented products and treatments. The article frames them as a future growth engine, implying a shift towards higher frequency.

• What are their general shopping preferences - how they shop products, shopping motivations? Their shopping motivations are driven by a combination of self-improvement, maintaining a positive self-image, and proactive aging. They likely research products and treatments online, influenced by digital content and peer recommendations. They are inclined to invest in quality and brands that resonate with their evolving sense of masculinity and self-care. Their willingness to increase spending suggests they are not solely driven by the lowest price, but by perceived efficacy and brand alignment.

Conclusions: Millennial Men: The New Frontier in Health & Beauty.

The research unequivocally positions millennial men as the primary growth engine for the UK health and beauty market, driven by their high body positivity, proactive approach to aging, and willingness to significantly increase spending. This demographic's broad interest in various treatments, coupled with the rising influence of ethnic minority consumers and higher earners, underscores a critical opportunity for brands to redefine their strategies with a focus on inclusivity, premium offerings, and messaging that celebrates maintenance and self-expression rather than correcting perceived flaws. The industry must adapt to this evolving landscape, recognizing that the future of beauty is increasingly gender-fluid and driven by a holistic view of well-being.

Implications for brands: Adapting to the Modern Male Consumer.

• Develop Gender-Neutral and Male-Focused Ranges: Brands need to expand beyond traditionally gendered product lines, creating high-quality, effective products explicitly for men or explicitly gender-neutral options that resonate with their self-care values. This includes expanding beyond basic grooming to advanced skincare and even cosmetic adjacent products.

• Invest in Inclusive Marketing and Product Development: Acknowledge and actively target ethnic minority consumers within the male demographic, ensuring product formulations, marketing visuals, and brand ambassadors reflect diversity. This is not just ethical, but a significant growth opportunity.

• Shift Messaging from "Fixing" to "Maintaining/Enhancing": Rework marketing narratives to appeal to millennial men's existing body positivity. Focus on how products and services can help maintain a positive appearance, enhance features, or support a proactive aging journey, rather than implying a need to correct flaws.

• Explore and Promote Aesthetic Treatments: Brands should consider strategic partnerships or product offerings in the aesthetic treatment space (e.g., teeth whitening, non-invasive procedures) that align with younger generations' interest, ensuring transparent information and professional endorsement.

• Prioritize Digital Engagement and Education: Develop engaging online content, including tutorials and informational resources, that educates this demographic on product benefits and usage. Leverage social media platforms where these consumers are active to foster community and drive discovery.

Implication for society: Reshaping Masculinity and Beauty Norms.

• Further Softening of Gender Norms in Appearance: Society will continue to see a more fluid understanding of masculinity, where engaging in a wide array of personal care and aesthetic practices becomes increasingly normalized and accepted for men. This challenges traditional gender binaries.

• Increased Focus on Holistic Well-being and Self-Care: The emphasis on health and beauty for maintenance and positivity contributes to a broader societal valuing of self-care and holistic well-being for all individuals, transcending purely physical appearance.

• Greater Demand for Inclusivity and Representation: As diverse groups, including ethnic minorities and men, become more prominent consumers, society will push for even greater inclusivity in beauty advertising, product development, and brand representation across the board.

• Normalization of Cosmetic Interventions: Interest in treatments like weight loss injections suggests a societal trajectory towards greater acceptance and perhaps even normalization of non-invasive or minimally invasive cosmetic procedures across broader demographics.

• Shifting Perceptions of Aging: Younger generations' proactive approach to aging will influence societal perceptions, potentially leading to a greater emphasis on "aging well" or "gracefully" through active maintenance, rather than just reacting to the effects of time.

Implications for consumers: Empowered Choices and Evolving Self-Perception.

• Wider Array of Tailored Products: Consumers will benefit from a significantly broader and more diverse range of health and beauty products and services specifically designed to meet male needs and preferences, moving beyond a "one-size-fits-all" approach.

• Increased Access to Information and Education: The digital emphasis will provide consumers with more readily available information, reviews, and educational content about products and treatments, enabling them to make more informed purchasing decisions.

• Empowerment in Appearance Choices: Consumers, particularly men, will feel more empowered to explore and invest in their appearance without societal stigma, allowing for greater personal expression and confidence.

• Potential for Financial Investment in Aesthetics: As interest in treatments grows, consumers may increasingly allocate a portion of their disposable income towards cosmetic procedures, viewing them as long-term investments in their well-being and self-image.

• Navigating New Societal Pressures: While empowering, the increasing focus on appearance and accessible treatments might also introduce new societal pressures to conform to evolving beauty standards or engage in preventative measures.

Implication for Future: Hyper-Personalized Male Aesthetics and Integrated Wellness Platforms.

• AI-Driven Personalized Regimens: The future will see highly sophisticated AI-driven platforms that analyze individual skin, hair, and body data to recommend hyper-personalized health and beauty regimens, products, and even treatment plans for men, delivered directly to their devices.

• Integrated Wellness-Beauty Ecosystems: Brands will develop comprehensive ecosystems that seamlessly integrate traditional beauty products with health supplements, wellness services, and preventative aesthetic treatments, catering to a holistic approach to male well-being.

• Subscription Models for Male Self-Care: The convenience and desire for consistent maintenance will drive growth in subscription box services and recurring delivery models for male-centric grooming, skincare, and even supplement regimens.

• Advanced Biotechnological Solutions: Expect continued innovation in non-invasive cosmetic solutions, including bio-engineered ingredients and at-home devices, making advanced treatments more accessible and personalized for the proactive male consumer.

• Virtual Try-On and Consultation: Augmented reality and virtual reality tools will become standard for men to virtually try on cosmetic products (e.g., hair color, subtle makeup) or consult with aesthetic professionals from the comfort of their homes, enhancing the purchasing and decision-making process.

Consumer Trend: The "Proactive Aesthetic Male". This trend describes the growing segment of male consumers, particularly millennials, who are actively engaged in health and beauty practices not to correct flaws, but to proactively maintain and enhance their appearance, viewing it as an integral part of their overall well-being and self-expression.

Consumer Sub Trend: The "Inclusive Indulger". This sub-trend highlights how consumers, especially within ethnic minority groups, are seeking out premium and inclusive health and beauty products and services that truly cater to their specific needs and provide a sense of luxury and tailored effectiveness.

Big Social Trend: The De-Gendered Pursuit of Self-Care. This overarching social trend signifies the ongoing dismantling of traditional gender barriers in self-care, where practices once predominantly associated with one gender are now openly embraced by all, driven by a universal desire for well-being and personal optimization.

Worldwide Social Trend: The Wellness-Aesthetics Continuum. This global trend observes the blurring lines between wellness and aesthetics, as consumers increasingly view health, fitness, and mental well-being as intrinsically linked to their external appearance, leading to a holistic approach to self-improvement.

Social Drive: The Quest for Sustainable Youthfulness and Vitality. This fundamental social drive motivates individuals across generations to seek ways to maintain their youthful appearance, vitality, and overall health for longer, influencing their investment in preventative and regenerative health and beauty solutions.

Learnings for brands to use in 2025: Embrace the Evolving Male Narrative.

• Tailor Product Development for Male Needs: Focus on creating specific formulations and product lines that address men's skin concerns (e.g., oiliness, sensitivity from shaving) and hair care needs, rather than just repackaging existing female products.

• Craft Messaging Around "Maintenance" and "Confidence": Shift marketing away from "anti-aging" or "fixing imperfections" towards narratives that emphasize maintaining healthy skin, boosting confidence, and supporting a positive self-image as men age gracefully.

• Invest in Digital Content and Influencer Marketing: Develop engaging video tutorials, social media campaigns, and partnerships with male influencers who genuinely use and advocate for health and beauty products, demonstrating authentic routines and benefits.

• Prioritize Inclusivity Across All Touchpoints: Ensure that marketing, product development, and in-store experiences are genuinely inclusive of diverse ethnicities and gender identities within the male demographic, reflecting the real composition of this growing market.

• Educate on Advanced Treatments: For brands offering or partnering in aesthetic treatments, provide clear, accessible educational content that demystifies procedures like weight loss injections or cosmetic enhancements, focusing on their benefits and safety.

Strategic Recommendations for brands to follow in 2025: Cultivate a Holistic Male Self-Care Ecosystem.

• Launch Dedicated Male Wellness-Beauty Sub-Brands: Establish distinct sub-brands or collections specifically tailored to millennial men, offering a comprehensive range of products from advanced skincare and hair solutions to supplements and even wearable tech that integrates with their self-care routines.

• Develop Experiential Retail Concepts for Men: Create in-store or pop-up experiences that offer personalized consultations, express treatments (e.g., quick facials, hand care), and interactive product discovery, making the health and beauty purchasing journey more engaging and less intimidating for men.

• Form Strategic Partnerships with Fitness & Wellness Brands: Collaborate with gyms, sports nutrition companies, or mental wellness platforms to cross-promote products and services, positioning health and beauty as an integral part of a broader, active male lifestyle.

• Leverage AI for Personalized Product Recommendations: Implement AI-powered tools on e-commerce platforms and in-store (through kiosks or apps) that analyze individual preferences, skin types, and lifestyle data to provide highly personalized product recommendations for male consumers.

• Pioneer "Proactive Aging" Service Models: For brands in the treatment space, develop subscription-based or tiered service models that focus on long-term skin health and preventative aging solutions, appealing to the millennial male desire to maintain their looks as they get older.

Final Sentence: Embracing a new era of male self-care, brands in 2025 must strategically innovate with gender-inclusive, value-driven, and experience-rich health and beauty offerings that resonate with millennial men's proactive approach to holistic well-being and confident self-expression.

Final Note:

• Core Trend: The Evolving Male Consumer in Health & Beauty. This trend signifies the profound shift in the health and beauty market driven by men, particularly younger generations, who are increasingly engaging with a broader spectrum of products and treatments beyond traditional grooming, reflecting a more holistic approach to self-care and appearance.

• Core Strategy: Targeted Market Expansion Through Inclusivity and Proactive Aesthetics. Brands are strategically expanding their market reach by developing and marketing products that specifically cater to the evolving needs and desires of diverse male consumers, focusing on proactive maintenance, self-expression, and premium, inclusive offerings.

• Core Industry Trend: The Democratization of Beauty and Wellness. This trend highlights the breaking down of traditional barriers in the beauty and wellness industry, making a wider range of products and treatments accessible and appealing across genders, age groups, and ethnic backgrounds.

• Core Consumer Motivation: The Pursuit of Confident Self-Optimization. Consumers are driven by a desire to optimize their physical appearance and overall well-being, fueled by a strong sense of body positivity and a proactive mindset towards maintaining their looks and enhancing their confidence.

Final Conclusion: The UK's Health and Beauty Market Rediscovers Its Growth Engine in Millennial Men.

The UK health and beauty sector is witnessing a transformative shift, with millennial men emerging as an unexpected yet powerful force driving future growth. This demographic, characterized by high body positivity and a proactive stance on aging, is increasingly willing to invest in a wider range of products and treatments, from advanced skincare to cosmetic procedures. This presents an unprecedented opportunity for brands to redefine their strategies by embracing gender-inclusive offerings, designing marketing that celebrates self-maintenance over correction, and focusing on digital engagement to meet these evolving consumer demands. The future of beauty is undeniably more holistic, personalized, and, crucially, significantly more male.

Core Trend Detailed: The Ascent of the Aesthetic Male: Redefining Self-Care and Appearance.

The core trend is the Ascent of the Aesthetic Male: Redefining Self-Care and Appearance. This details the profound and accelerating cultural shift where men, particularly those from the millennial generation, are actively embracing a much broader spectrum of health and beauty practices that extend far beyond conventional grooming. This trend is not merely about using more products, but about a fundamental change in mindset, where personal appearance and self-care are viewed as integral components of overall well-being, self-expression, and a proactive approach to aging gracefully. It signifies a move away from rigid, traditional masculine norms towards a more fluid and inclusive understanding of beauty and personal investment, influenced by digital culture and a desire for self-optimization.

Key Characteristics of the Core trend: Proactive Engagement, Broadened Repertoire, and Positive Self-Perception.

• Proactive Engagement with Aging: Younger men are not waiting for signs of aging to appear but are actively investing in preventative and maintenance-focused health and beauty solutions from an earlier age. This signifies a shift from reactive problem-solving to proactive self-care.

• Expanded Product and Treatment Repertoire: The male consumer's interest now spans a much wider array of products and services, including advanced skincare, cosmetic treatments (like fillers and weight loss injections), and overall wellness solutions, breaking free from the confines of basic shaving and hygiene.

• High Body Positivity as a Driver: Unlike previous generations who might have been motivated by insecurity or correction, a significant portion of millennial men exhibit high body positivity, driving their engagement with health and beauty as a means to maintain and enhance an already positive self-image.

• Intersectionality in Consumption: The trend is not uniform; it shows heightened engagement among specific sub-segments, such as college-educated higher earners and ethnic minority audiences, indicating varied motivations and needs that require nuanced product development and marketing strategies.

• Digital Influence and Information Seeking: Social media and online platforms play a crucial role in shaping preferences and driving discovery, as men research, compare, and engage with content related to new health and beauty trends and products.

Market and Cultural Signals Supporting the Trend: Demographic Shifts, Digital Culture, and Evolving Social Norms.

• Generational Spending Patterns: Research consistently shows younger generations, particularly millennials, are more willing to increase discretionary spending on personal care and experiences, even when facing broader economic pressures. This highlights a reprioritization of spending towards self-investment.

• The Rise of Male Influencers and Content Creators: The increasing presence of male beauty and wellness influencers on platforms like TikTok and Instagram normalizes and popularizes diverse self-care routines, directly influencing consumer perception and product adoption.

• Growth of Gender-Neutral Brands and Product Lines: The market itself is responding with an proliferation of brands that explicitly target male consumers or adopt gender-neutral branding, demonstrating industry recognition of this burgeoning segment.

• Mainstream Media Representation: Growing representation of men in beauty and wellness advertising, often showcasing diverse male body types and grooming routines, contributes to the mainstream acceptance and aspirational appeal of these practices.

• Shift in Societal Definitions of Masculinity: Broader societal conversations about toxic masculinity and healthier forms of male expression are creating a cultural environment where men feel more comfortable exploring personal care without fear of judgment.

How the Trend Is Changing Consumer Behavior: Proactive Self-Investment and Digital-First Discovery.

• Increased Proactive Purchasing: Consumers, especially millennial men, are making more proactive purchases in health and beauty, investing in preventative measures and maintenance routines rather than waiting for issues to arise.

• Diversified Product Repertoires: Individuals are actively seeking out and incorporating a wider array of products and treatments into their routines, including those previously seen as niche or gender-specific.

• Digital as a Primary Discovery and Research Channel: Consumers are increasingly turning to social media, online reviews, and dedicated platforms for product discovery, research, and peer recommendations before making purchasing decisions.

• Higher Willingness to Pay for Perceived Efficacy and Inclusivity: The focus shifts from simply low cost to perceived effectiveness, brand alignment with personal values (like inclusivity), and overall value for money in the context of self-investment.

• Normalization of Aesthetic Conversations: Consumers are becoming more open and comfortable discussing cosmetic treatments and personal care routines, contributing to a more transparent and less stigmatized dialogue around beauty.

Implications Across the Ecosystem

• For Brands and CPGs: Brands must adapt product development to create truly effective, appealing, and inclusive health and beauty solutions for men, moving beyond superficial male-coded packaging. They need to invest in authentic digital marketing that resonates with this demographic and embrace diverse representation in their campaigns.

• For Retailers: Retailers, both online and brick-and-mortar, need to re-merchandise and rethink their beauty sections to be more gender-inclusive and welcoming to men. This includes providing knowledgeable staff, gender-neutral displays, and curated selections that cater to evolving male preferences and specific needs (e.g., dedicated zones for male skincare or wellness treatments).

• For Consumers: Consumers gain access to a wider and more tailored range of products and services that truly meet their needs, fostering greater self-expression and confidence. They become more empowered to make informed decisions about their well-being, but also might face new social pressures related to appearance standards.

Strategic Forecast: The Hyper-Personalized, Integrated Male Wellness Journey.

By 2027, the health and beauty market for men will be defined by hyper-personalized solutions that integrate physical products with digital wellness platforms and even remote aesthetic consultations, leveraging AI to recommend bespoke routines and track progress, transforming self-care into a seamless, data-driven, and highly individualized journey. This will extend to advanced at-home devices and subscription services tailored to evolving male needs, further blurring the lines between health, beauty, and technology.

Areas of innovation: Precision Formulations, Experiential Retail, and Digital Ecosystems.

• Precision Male Formulations: Innovation in developing skincare, haircare, and body care products with formulations precisely engineered for male physiology (e.g., skin thickness, oil production, hair follicle structure), offering superior efficacy and targeted benefits beyond generic options.

• Interactive and Experiential Retail: Creating immersive retail environments that offer personalized consultations, express services (e.g., quick facials, hand care), and technology-driven try-on experiences, making the in-store shopping journey for men more engaging and less intimidating.

• Integrated Digital Wellness Platforms: Developing mobile applications and online platforms that connect product usage with wellness tracking (e.g., sleep, hydration, stress), offering personalized recommendations and fostering a holistic approach to male self-care.

• Ethically Sourced and Inclusive Product Lines: Innovating in sourcing and manufacturing to create products that are not only effective but also ethically produced, sustainable, and genuinely inclusive of diverse skin tones and hair textures, appealing to the values of younger generations.

• At-Home Aesthetic Devices and Kits: Developing user-friendly at-home devices and kits for treatments like teeth whitening, micro-needling, or LED light therapy, democratizing access to professional-level aesthetic results for convenience-seeking men.

Final Thought: Unlocking the immense potential of millennial men, the health and beauty industry must strategically pivot in 2025 by offering a curated blend of innovative, inclusive, and value-driven products and experiences that empower their proactive approach to self-care and authentic self-expression.

Source: https://www.thegrocer.co.uk/comment-and-opinion/why-millennial-men-are-the-next-big-health-and-beauty-consumers/706520.article