The men's cosmetics market in Spain

Men's cosmetics are products that improve men's appearance, protect certain body parts and can also mask certain body odors. The market is often divided into three main segments:hygiene(soaps, shampoos, deodorants, etc.), skincare(moisturizers, shaving foam, etc.) and beauty products(make-up, perfume, eau de toilette, etc.).

Worldwide, the men's cosmetics market is largely dominated by Asia, which accounts for over 40% of the sector's sales. Consumption habits are much more developed than in the Western world, particularly in certain Asian countries such as Korea, where theuse of cosmetics by men is very common. The second largest market is North America, followed by Western Europe. Skin care products are the most popular, ahead of hair care and make-up.

In Spain, men have become increasingly important in the cosmetics market. While men buy an average of 16 beauty products a year, compared with 30 for women, who spend much larger sums, sales of men's products are showing higher growth. Young people between the ages of 25 and 35 are driving market growth. Spending on perfume was most dynamic before the advent of covid-19, which prompted Spaniards to turn more to skin care products.

Consumer habits are evolving rapidly, notably under the influence of social networks and new aesthetic trends. More and more men are exposed to content that promotes self-care,hygiene andpersonal appearance, prompting them to adopt a more regular cosmetic routine. Influencers, beauty tutorials and brands that specifically target a male audience are actively helping to change mindsets and make the use of cosmetics easier for men.