Men’s care shifts toward function-first to address skin needs beyond the basics

Men’s grooming is shifting from image-driven to function-first. The expansion moves beyond basic products, such as for-men perfumes, to innovations like post-shaving barrier protection with skin-protecting active ingredients.

Personal Care Insights speaks with experts at Givaudan Active Beauty and Sequential about how the men’s care segment targets consumers with unique skin needs, and how products can be adapted accordingly.

“In recent years, this niche of the personal care industry has seen a surge in demand for formulations that address common pain points such as post-shave irritation and skin sensitivity,” a spokesperson for Sequential tells us.

“The rise of influencers and barbers on YouTube and TikTok has opened up new conversations and channels of finding products that truly benefit consumers.”

Innova Market Insights data suggests that male-targeted personal care grew by 11% globally between July 2020 and June 2025. Moreover, 39% of male consumers globally use facial skin care products; however, fragrances currently account for over half of all male-targeted launches.

Special skin, special ingredients

Male skin is generally thicker and more sebaceous than female skin and is uniquely challenged by routine shaving, which creates micro-injuries that can allow bacteria to enter. Sequential tells us this can sometimes lead to inflamed hair follicles and increased trans-epidermal water loss.

“Sensitivity and post-shave irritation are seen as mainstream concerns. However, it is a telling sign of a deeper underlying issue. The act of shaving itself can disrupt the skin’s barrier,” the Sequential spokesperson says. 

“This means that men’s care formulations often need to speed up barrier recovery, and emphasize soothing and hydration in lighter, non-greasy formats that fit male preferences.”

Sequential advises formulators to prioritize milder surfactant systems to help protect the microbiome.Sequential advises formulators to prioritize milder surfactant systems, barrier-repair actives such as ceramides and humectant blends, and soothing ingredients like panthenol, ectoin, and postbiotics that also help maintain a balanced microbiome.

Personal Care Insights recently reported on findings from BASF, which show the role galenic components, the non-active base ingredients in personal care formulations (such as surfactants), play in microbiome-friendly formulations.

Marie Meunier, technical regional expert at Givaudan Active Beauty, adds that the company’s Sensityl ingredient is suited for formulations that aim to target post-shaving irritation. It is derived from microalgae that soothes, reduces pain or stinging sensations, and works as a mood-booster.

Noting men’s need for barrier-protecting formulations, Meunier highlights skin repair boosters such as a pure madecassoside extract from the Centella asiatica plant, and skin barrier reinforcers such as PrimalHyal 50 Life. The Givaudan ingredient is its first sustainable hyaluronic acid produced by high-precision fermentation.

Demand for science-backed products

The men’s care category audience continues to grow its interest in, and knowledge of, scientifically grounded skin care. Sequential explains that they “are no longer swayed by marketing terminology that is not backed by robust clinical data.”

“They want formulations that will address their concerns and perform as stated on packaging.”

“We’re noticing more requests for barrier-building and microbiome-maintaining claims as well as sensitive-skin validation, which help products stand out in a market moving away from fragrance-led ‘for men’ launches toward functional, science-backed solutions,” the Sequential spokesperson adds.

The company explains that it helps meet these consumer demands by testing how new formulations perform under post-shave and barrier-stressed conditions, using measurements of skin barrier function, hydration, and microbiome.

Men’s care formulations often need to speed up barrier recovery after shaving.Moreover, formulators can use Sequential’s ingredient–microbiome database to select actives most likely to improve tolerance and recovery. 

“This ensures that new men’s grooming launches don’t just meet evolving consumer expectations but also stand on a foundation of microbiome science and measurable skin health benefits that have been clinically tested,” the spokesperson says.

“Furthermore, ingredient transparency continues to rise in importance: brands want short, and recognizable INCI lists to build trust with increasingly informed male consumers.”

Streamlined multifunctionality

Innova Market Insights’ data shows that minimalist skin care routines are gaining momentum in the men’s care market. Products that combine shaving preparation and aftercare ingredients, or select the ingredients to target both stages of grooming, offer more convenience and efficiency.

“Until now, we observed that the principal key driver regarding men’s care product development is the multifunctionality of the active ingredient,” says Meunier.

Sequential adds that the demand for streamlined, multifunctional products especially applies to those that claim soothing, beard, and skin care benefits in a single format.

“Hydration is equally important, but the demand is for lightweight, fast-absorbing textures that deliver efficacy without heaviness or residue, such as gel formulas,” says the Sequential spokesperson.

Regarding skin hydration, Meunier spotlights one of Givaudan’s latest innovations: PrimalHyal Hydra[+]. The ingredient is a low molecular weight hyaluronic acid with a high degree of cationization, which she says provides long-lasting hydration “even in rinse-off applications.”

“We also propose a multifunctional ingredient such as Bisabolife, the first alpha-bisabolol produced by biotechnologies that soothes skin and reduces post-shaving irritation,” Meunier concludes.