Gen Z men are reshaping the $120B beauty industry. Male grooming sales surged 77% year-over-year in the U.K. this year, driven by young men who now research ingredients, budget for skincare, and share product links alongside their gym tips. And they’re not just buying products marketed “for men,” they want science-backed claims. Aesthetics clinics also report sharp increases in male clients seeking Botox and treatments once considered taboo. At the same time, celebrity launches from Pharrell, Brad Pitt, and Harry Styles are pulling them deeper into the beauty category, not just self-care. The shift is tied to optimization culture and longevity obsessions, but also economics; with milestones like homeownership out of reach, grooming becomes a domain where young men can exert control and see results. (Vogue Business)
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