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
| Ranking | Category | Search popularity | Represent the brand |
|---|---|---|---|
| 1 | Men's BB Cream | 1,258,900 | L'Oreal, Shiseido |
| 2 | oil control toner | 982,400 | Kiehl's, Biotherm |
| 3 | Men's eyebrow pencil | 876,300 | Shu Uemura, Perfect Diary |
| 4 | Concealer | 754,600 | MAC,NARS |
| 5 | Men's sunscreen | 689,200 | An 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 band | Purchase proportion | Main consumer groups |
|---|---|---|
| Below 100 yuan | 28% | Students aged 18-24 |
| 100-300 yuan | 45% | White-collar workers aged 25-35 |
| 300-500 yuan | 19% | Executives over 30 years old |
| More than 500 yuan | 8% | 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
| step | product type | Recommended brands | reference price |
|---|---|---|---|
| clean | cleanser | Langshi, SK-II | 200-400 yuan |
| Skin care | toner | Kiehl's, Clinique | 150-300 yuan |
| base makeup | BB cream | L'Oreal, Shiseido | 150-350 yuan |
| Modify | eyebrow pencil | Shu Uemura, Benefit | 80-200 yuan |
| Set makeup | loose powder | Make Up Forever | 200-400 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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