Men’s Interest in Appearance Is Growing: 36% Say Looking Their Best Matters More Than Five Years Ago, NIQ Finds
Business Wire•30/10/2026•06:45 ET
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Key Highlights
- ➤36% of men say looking their best matters more than five years ago
- ➤54% of men say aging well matters more than five years ago
- ➤All-gender skincare sales rose 7% in Western Europe; male-targeted skincare was flat
- ➤Brands marketed specifically to men grew 3%, versus 7% for beauty and personal care overall
- ➤Men accounted for approximately 51% of online fragrance spending across five European markets
Expert Statements
Tara James Taylor, SVP, Global Beauty Personal Care Vertical, NIQ
“Men’s interest in looking their best is growing, and their purchases already extend across beauty categories. The opportunity for brands is not simply to create more products for men, but to understand the needs behind their purchases and recognize where those needs extend beyond traditional product categories. Brands that focus only on products labeled 'for men' may overlook shoppers and opportunities across the wider beauty market.”
Men’s Interest in Appearance Is Growing: 36% Say Looking Their Best Matters More Than Five Years Ago, NIQ Finds
New NIQ insights reveal changing attitudes toward appearance and aging, while purchasing data points to opportunities beyond products marketed specifically to men
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