In Y2K, “metrosexual” wasn’t exactly a term of endearment, but a form of well-groomed male snobbery. Back then, it was considered the antithesis of the so-called “masculine” male. Twenty-five years later, it’s a way of life. 

In recent years, men’s curiosity toward the luxury of beauty routines was the reason women’s personal care brand Evolution of Smooth (EOS) segued into the men’s grooming category in 2023 with the introduction of the UltraProtect Men’s Shave Cream. The goal? To help men “un-manhandle their skin” and give them the male version of the shave cream they had been underhandedly taking from their SO.  It’s why Provence Beauty Founder Jeremy Abesera uses his French beauty brand’s plumping and smoothing lip mask, Soft Bisous, to soothe his chapped lips. Men desire the same luxury in their self-care routines as much as women. And there’s no shame in their game. So little in fact, that the men’s grooming space in 2025 has morphed into a new arena spearheaded by world champions from wrestlers like Dwayne “The Rock” Johnson to boxing star Jake Paul. Social media is the main driver inspiring men to be their own champions of personal care.

“Men’s grooming is evolving, with more men embracing a broader range of self-care products, driven by increased awareness, social media influence and a focus on holistic self-care,” Ellie Mathews, a research analyst for consumer products with Strait Research Insights, told Happi. “Beyond shaving and deodorants, men now use face masks, bronzers and serums. E-commerce and technology have made these products more accessible, while younger men are drawn to organic and vegan beauty choices. The male grooming industry, though smaller than women’s, is growing rapidly, with a projected 25% annual growth, fueled by demand for tailored, ethical products and the convenience of online shopping.”

Strength in Numbers

According to a Mintel estimate, US men’s grooming sales  topped $6 billion in 2024, with Procter & Gamble accounting for nearly 32% of sales. SRI esimates that  skincare comprised 45.6% of the total men’s grooming market. Supermarkets and hypermarkets accounted for 52.1% of sales. Facial moisturizers account for the biggest share of skincare sales in the men’s category. Taking a global view, North America held a 34% revenue share. Global men’s grooming product sales are projected to reach $68.89 billion by 2030, according to Straits Global Market.  That’s a CAGR of 9.2%.

Mathews said “skinimalism” is gaining in popularity through multifunctional products like 2-in-1 balms and tinted moisturizers with SPF. In fact, according to Spate’s new popularity index, tinted sunscreen is among the fastest-growing beauty trends. Analysts say tinted sunscreen experienced significant growth, with demand rising 86.9% year-over-year across platforms. Google search leads the trend, capturing 59.1% of the popularity share, with searches up 50.3% from last year. On TikTok, interest jumped 187.6%. Among the most sought-after tinted sunscreens are drugstore staples like EltaMD, Australian Gold, La Roche-Posay and CeraVe. 

Technology enhances routines with AI razors, skin analysis apps and at-home laser hair removal. Mathews says male grooming brands aim to help users feel like a “handsome hunk” with a range of products going beyond the age-old deodorant-and-soap ritual. Now, men are incorporating skincare essentials like sunscreen, cleanser, toner, SPF moisturizer with antioxidants in the day, and retinol moisturizer for their nightly routine. Additional items like eye cream, lip balm, hand lotion, blemish gel and haircare products like shampoo and conditioner are also imperative to male upkeep. 

Jake Paul Knocks Out Odor with ‘W’

Sports fans understand “W” means “win.” It’s also the name of Jake Paul’s new men’s personal care brand. The boxer outpointed Mike Tyson on Nov. 15, 2024. More spectacle than sport (Tyson was 58 at the time), a reported 65 million people tuned into the global live-streamed event. Paul used his “win” to promote W. He even spritzed his brand’s Original Body Spray after being declared the winner. 

When W debuted in June 2024, the brand posted an Instagram snap of Paul beside a billboard with his statement that the brand’s founding was fueled by a girl who referred to him as “that smelly guy,” an unforgettable comment that he said hurt his feelings. The snide remark empowered him to create a brand around boosting confidence through smelling great. 

“Sweating has been a longtime insecurity of mine,” Paul admitted in a news release. “If you know me, you know I’m a clean freak. I always want to smell fresh. Everyone needs a reminder to chase your most audacious goals. This is where W comes in. It’s fresh, it’s got aura and it makes people want to go for the win.”

W’s product line spans a body wash, body spray, a 2-in-1 shampoo and conditioner, bar soap, face wash, pomade, hair gel and antiperspirant deodorant in three patent-pending mood-boosting scents: W Original, Fresh Ice and Deep Woods. Products are infused with vitamins B and E, magnesium and biotin to nourish hair and skin without phthalates, parabens, harsh sulfates or artificial dyes.

The W team includes co-founders Geoffrey Woo and Woodie Hillyard, and strategic advisor Nakisa Bidarian. Woo is Paul’s co-founder in their venture capital firm, Anti Fund, which incubated W. Hillyard, a seasoned CPG veteran who helped build consumer brands including Casper and Safely, joins the team as CEO. Following its Walmart launch, the brand raised $14 million in Seed and Series A Funding led by Shrug Capital and Anti Fund. The brand is reportedly on track to hit north of $50 million in sales in its first year.

Rock Solid Personal Care

Four-time WWE champion Dwayne “The Rock” Johnson is another entrant in the men’s grooming market. He calls his men’s personal care brand Papatui, a spin on “papa,” which translates to “rock” from his native Samoan heritage. “Tui” was a nickname given to him by his grandfather, High Chief Peter Maivia, whom he described as debonair. Johnson said he instilled the importance of self-care as a boy, which he has carried into adulthood as a wrestler, father to three daughters, film star and entrepreneur. 

“My grandfather was one of my heroes,” said Johnson in a news release. “He was strikingly handsome, had beautiful skin, was well groomed, always smelled incredible. He was loved and respected by everyone, and on top of all that—he was also tough as hell.”

The line includes a Hydrating Facial Cleanser, Restoring Face Moisturizer, Awakening Eye Gel, Enhancing Tattoo Balm, Enhancing Tattoo Stick, 48 Hour Aluminum Free Deodorant, 48 Hour Antiperspirant, Refreshing Body Wash, Enriching Bar Soaps, 2-in-1 Nourishing Shampoo and Conditioner, 24 Hour Body Lotion and Rejuvenating Toner. Johnson told Harper’s Bazaar that he was turned onto the toner’s “life-changing” benefits from exfoliation to pore tightening, while working with actress Emily Blunt. The friends recently imagined an idea for a Hawaii-set crime caper, rumored to be produced by Martin Scorsese and Leonardo DiCaprio. 

Papatui’s formulas include ceramides, hyaluronic acid, niacinamides and salicylic acid in the skincare products. Ingredients such as mango butter and coconut oil are included in body care and tattoo care products. All Papatui products are formulated without parabens, sulfates, dyes, alcohol or PEGs.

What’s more, Johnson and his team collaborated with fragrance house DSM-Firmenich to enlist Principal Perfumers Frank Voelkl and Clement Gavarry for body and hair products. Fragrance variants include Sandalwood Suede, Lush Coconut and Cedar Sport. At the GQ Grooming Awards, Papaptui’s 48-Hour Antiperspirant Deodorant in Sandalwood Suede was honored for its long-lasting performance and luxurious scent. 

In February, Papatui launched Ageless Action Under Eye Patches in what marketers call a “non-fussy” design. The patches reduce the appearance of fine lines and combat puffiness and dark circles to revitalize eyes in minutes. The brand’s Ageless Action Technology utilizes a blend of peptides, ceramides, upcycled caffeine and niacinamide to deliver effective results. With less than a year on the market, Papatui received the Men’s Beauty Brand of the Year at the 2024 Glossy Beauty Awards.

Barbershop Banter Turns Profit 

In 2018, Paul Rivera co-created HBO talk show, “The Shop,” starring NBA Star LeBron James and businessman Maverick Carter. The men converse in a barbershop setting with guests like NFL legend Tom Brady and hip-hop star GloRilla, who is also the face of Savage x Fenty’s spring 2025 campaign. In The Shop, hosts and guests share life stories from the comfort of the barber chair. 

The series was renewed for a fifth season, moving to YouTube and earned a Sports Emmy for Outstanding Edited Sports Series. A year ago, James teamed up with Happi Top 50 Company Parlux—a leading manufacturer and international distributor of prestige designer, lifestyle, celebrity fragrances and personal care products that has worked with Billie Eilish to Paris Hilton—to launch a men’s grooming line named for the hit series. 

“We created The Shop out of a deep love and passion for the barbershop experience. Our show was designed to bring people inside the shop for the debates, the arguments, and the therapy you can only get at a true neighborhood spot. Now we want to give people another side to the experience,” said Rivera. “There is nothing like the feeling you have walking out of the shop looking your best.”

The Shop—owned by the basketball star’s The SpringHill Company—features accessibly-priced items including a face wash, shaving cream, face lotion, aftershave toner anti-bump solution, beard cream leave-in conditioner, 2-in-1 hair wash and pomade. The brand launched in 1,600 Walmart stores and online last April. Nearly a year since its Walmart debut, recently announced it’s shoppable in 1,400 CVS stores nationwide and online.

Close Shaves and Positive Role Models

Another men’s personal care brand using basketball as a “lay up” into character-building is Gillette. Its latest initiative with Toronto-based Lay Up Youth Basketball hits nothing but net.

The partnership is rooted in the P&G-owned brand’s mission to make an impact with millions of boys through the power of role models. Gillette, which is the official beard partner of the Toronto Raptors, is supporting Lay-Up’s Coach Development Pathway—an evidence-based approach grounded in best practices in sport-for-development. Lay-Up provides year-round employment, certification, experiential learning opportunities and mentorship. The pathway equips coaches at all experience levels with the skills and resources needed to make a lasting impact in their communities.

Oh, Canada!  

“Since 80% of Canadians believe coaches are key role models, this program is a powerful way to support the next generation,” Jennifer Seiler, senior vice president, grooming Canada at P&G, told Happi in an exclusive interview. “The crux of our partnership is the shared belief in the power of positive role models paired with the knowledge from Gillette’s survey finding that 91% of Canadians agree that having a role model benefits boys in the long term. With nearly 40% of Canadians believing boys don’t have enough access to positive role models, Gillette is proud to help further enable this access through Lay-Up’s Coach Development Program, which trains more coaches to be strong role models for your people. Watching these children succeed is transformational, significant and impactful. We measure success not just in basketball, but in personal development and community connection.” 

Professional sports aside, the gaming community is another touchpoint tapped into by men’s personal care brands. Per a recent webinar led by Amy Marks-McGee, founder of Trendincite LLC and Ariella Halperin, founder of Storied Senses, called “Sensory Wellness: Emerging Trends Driving the New Touchpoints of Consumer Packaged Good,” video gaming is among the world’s most widespread digital behaviors. In 2023, 2.6 billion people comprised the global gaming community, with Super Gamers representing nearly a quarter of all US gamers, per Activate Consulting. 

Grooming in a Virtual World  

According to data by the Entertainment Software Association and Circana, consumer spending on video games in the US totaled $57.2 billion that year. What’s more, 45% of consumers who play video games have been influenced to make a food or beverage purchase due to game-related content or ads. This demographic, ruled by Gen Z and Alpha, spend more time in virtual worlds than on traditional media. By 2027, gamers will spend two hours and three minutes per day gaming compared to one hour 21 minutes on social media, per London-based intelligence platform GEEIQ. The insights provider enables some of the world’s largest brands like L’Oréal to navigate the virtual world.

One brand leveraging the gaming community for product development is organic soap maker Dr. Squatch. Last year, the brand launched Fight Scrub soap in homage to the cult classic Fight Club’s 25-year anniversary. Dr. Squatch knows the addictive nature of videogames makes gamers forget bath time. In celebration of Minecraft’s 15th year on the market, gamers can continue to survive the night or build a work of art in their shower (figuratively speaking) with the brand’s Diamond Bricc. Infused with real diamond powder, adventure seekers can lather up with pumice and a blend of smoke, cedar, oak and thyme. To further pamper players, Dr. Squatch made a companion deodorant, Diamond Sticc, (like the game controller!) to be used post-shower. They can wrap themselves in an exclusive diamond bathrobe for their Minecraft avatar with every purchase.

Last month, Dr. Squatch released its “Call of Duty” collection inclusive of a Ghost Grit and Sarge Soap inspired by Lieutenants Simon “Ghost” Riley and “Soap” MacTavish infused with earthy scents like pepper, leather and smokey charcoal and Scottish juniper, pine and moss, respectively. Earlier this year, the brand—whose emblem is the burly Sasquatch said to roam the Pacific Northwest—stomped into the shaving category with Easy Glide Shave Butter. The thick, creamy formula contains shea, murumuru butter and macadamia oil to tackle the bristliest beards. 

“We’re constantly looking for ways to innovate,” John Ludeke, senior vice president, global marketing, Dr. Squatch, told Happi in an exclusive interview. “Our overarching mission is to inspire men to be happier and healthier, and we realize that through an ability to create high-performing natural products. We’re always looking for categories we can expand into. In 2024, we launched a natural bodywash line, and this year we launched our natural shave products. The ultimate goal for every major personal care category is we want guys to have an option for a natural version of the conventional products they’re used to that performs as good or better than.”

In 2023, Nielsen IQ and The Kline Group named Dr. Squatch among the top indie brands that are disrupting the industry and have the most potential for acquisition.

Tackling Whole-Body BO 

On the topic of conventional product brands, masstige brands like Dove and Old Spice recruited former football stars Marshawn Lynch and Anthony “Spice” Adams to tackle whole-body deodorant in respective campaigns. 

Earlier this year, Dove Men+Care tapped Lynch to promote the launch of its newest whole-body deodorant sprays: Marine + Blue Cypress and Fig + Suede. The products were prompted by the brand’s research, which found that 63% of men are ignorant to the existence of whole-body odor solutions. 

In its partnership with Lynch, the brand aims to increase awareness of its new whole-body deodorant spray offerings with the former running back’s disarming style to talk BO and how to tackle it on the go with Dove’s new products. Suitable for use from pits to privates to feet, the Dove Men+Care Whole Body Deo range uses proprietary odor prevention technology to target the source of body odor. Plus, it’s infused with vitamin E for a non-irritant formula free of aluminum and parabens. Marine + Blue Cypress blends citrus, bergamot leaves and lemon zest; the aromatic, lavender heart enhances freshness. Fig + Suede Whole Body Deo Spray is inspired by world-class cologne, per the brand, and is infused with pineapple and citrus with a vanilla and musk base.

Old Spice in NFL Locker Rooms

Old Spice also tapped into football star power with Kay Adams and Public Enemy’s Flavor Flav in the promotion of the brand’s Fiji Total Body Deodorant. 

On FanDuel late last year, the duo joined television host Adams to hone in on a key play in a Detroit Lions-Arizona Cardinals tilt as Detroit Lions running back David Montgomery found himself tangled in a pile of defenders and teammates driven by Old Spice Total Body freshness.

“There’s nothing like the NFL pile. You can be laughing in mid-air or wrestling a bunch of massive human beings, but one thing’s for sure: you’re up close and personal and you can smell it all,” said Montgomery. “Luckily, new Old Spice Fiji Total Body Deodorant keeps the pile fresh, so you won’t feel the need to sprint away as quickly! You can see why Old Spice has been a staple across the league’s 32 locker rooms for years.”

Old Spice Total Body Deodorant was an NFL Official Locker Room Product during the 2024-2025 football season. Old Spice total body deodorant 24/7 delivers whole-body odor protection, is aluminum-free and available in three forms: a deodorant spray for touchless and broad body application; a water-based deodorant cream perfect for tight places; and the deodorant stick, which allows for easy application at areas where the skin rubs together. 

In 2025, men’s grooming trends pack a punch of simplicity, personalization and holistic self-care.