Men’s cosmetics seek their business model

According to a study by Les Échos Études, men now account for 30% of the French beauty market, driven by younger generations and a more uninhibited approach to personal care. Conducted among 1,000 consumers, the analysis nevertheless reveals still-limited usage: only 14% of respondents use a wide range of cosmetic products, while 61% of light users cite the lack of a perceived need as the main barrier. The 25–34 age group emerges as the most engaged target, with more diversified grooming routines.

The study also highlights the fragmentation of the market, between traditional brands, highly masculine positioning, and gender-neutral approaches. The main growth drivers identified include skincare for tattooed skin, bald grooming, whole-body deodorants, as well as personalized diagnostic and recommendation tools.