The marketer explained the growing demand for men's cosmetics

The growth in purchases of men's cosmetics is associated with the expansion of the range and changing consumer habits. Anna Tupikina, Director of Marketing and Research at SberMarketing, told Izvestia about this on March 16.

The increase in purchases of men's cosmetics is largely due to the expansion of the range. Specialized lines for skin care, beard, hair, and anti-aging products are emerging.

"Men's care ceases to be perceived as an exclusively "feminine" practice and becomes part of everyday self-care. Younger generations of men (millennials and Gen Z) are more likely to use care products, are interested in formulations, are ready to test new brands and buy specialized products," the expert noted.

According to the expert, this trend is actively supported by marketing: self-care has become popular thanks to barbershop culture, the fitness industry and influencers. As a result, the male audience began to buy not one or two basic products, but whole care kits.

The expert concluded that today the men's cosmetics market is not saturated, unlike the women's segment, and brands have space to offer new products in various price categories.

On March 12, Rosstandart approved a new GOST for hairdressing services for children. The document will enter into force on December 1, 2026 and will apply to clients under the age of 14. According to the standard, such services can only be provided to children under the age of 10 in the presence of their parents or legal representatives.

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