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What cosmetics do men use?

2025-10-25 21:42:41 female

What cosmetics do men use? Analysis of popular men’s skin care and beauty trends in 2023

With the improvement of men's skin care awareness, the men's cosmetics market has grown rapidly in recent years. In the past 10 days, discussions about men’s cosmetics on the Internet have mainly focused on the following hot topics:

1. Top 5 most searched list of men’s skin care products in 2023

What cosmetics do men use?

RankingCategorySearch popularityRepresent the brand
1Men's BB Cream1,258,900L'Oreal, Shiseido
2oil control toner982,400Kiehl's, Biotherm
3Men's eyebrow pencil876,300Shu Uemura, Perfect Diary
4Concealer754,600MAC,NARS
5Men's sunscreen689,200An Naishan, La Roche-Posay

2. The trend of simplifying men’s makeup steps

According to social media data in the past 10 days, 87% of male users prefer "3-step basic makeup":

1.base makeup: BB cream/liquid foundation (accounting for 62%)
2.local modification: Concealer/eyebrow pencil (accounting for 53%)
3.Set makeup: Loose powder/spray (41%)

3. Price range preference analysis

price bandPurchase proportionMain consumer groups
Below 100 yuan28%Students aged 18-24
100-300 yuan45%White-collar workers aged 25-35
300-500 yuan19%Executives over 30 years old
More than 500 yuan8%Beauty blogger/artist

4. New trends in men’s cosmetics in 2023

1.Ingredient transparency: 82% of male consumers will check the ingredient list, and niacinamide and hyaluronic acid have become the most concerned ingredients.

2.Gender neutral packaging: Sales of products with simple black/grey packaging increased by 37% year-on-year

3.All in one: Search volume for sunscreen + isolation + concealer three-in-one product soared 156% in a single week

5. List of basic men’s cosmetics recommended by experts

stepproduct typeRecommended brandsreference price
cleancleanserLangshi, SK-II200-400 yuan
Skin caretonerKiehl's, Clinique150-300 yuan
base makeupBB creamL'Oreal, Shiseido150-350 yuan
Modifyeyebrow pencilShu Uemura, Benefit80-200 yuan
Set makeuploose powderMake Up Forever200-400 yuan

6. Tips for using cosmetics for men

1.Color number selection: It is recommended to choose a color that is 0.5-1 darker than your skin color to avoid "false whiteness".

2.Dosage control: Use a soybean-sized amount of BB cream each time. Too much may cause a heavy makeup look.

3.Makeup removal necessary: Even if you only use sunscreen, you need to remove makeup specifically to avoid clogging pores

4.Tool selection: Beauty sponge applies makeup more evenly than fingers. It needs to be moistened before use.

According to the latest market research, the size of China's men's cosmetics market is expected to exceed 20 billion yuan in 2023, and men born in the 1990s have become the main consumer force. With product segmentation and consumption concept upgrades, men's makeup is transforming from "skin care" to "exquisite makeup", and the future market potential is huge.

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