Understanding men’s perception of buying skin care products

Ms Siya Shah, Fashion Management Scholar, Department of Fashion Management Studies,  National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus 

Abstract

In the coming years, the skincare sector will observe a noticeable rise in male consumers, shifting it from a female-focused market. Different societal norms, rising awareness of personal looks, and strong media influence have redefined men’s perceptions toward skincare usage. Skincare is now seen by men not only as a beauty practice but also as a part of health, wellness, and overall self-care. Seeing from a consumer behavior perspective, men showcase distinct attitudes, motivations, and decision-making patterns compared to women when purchasing skincare products. Factors such as brand trust, product usage, price, accessibility, and social influence play a significant role in changing their purchase behavior. Skincare has also become an essential part of men’s fashion and lifestyle management. Thus, understanding men’s perception toward buying skincare products is important for market professionals to design effective strategies. This study focuses on identifying the important factors influencing men’s awareness, attitudes, and purchasing intentions toward skincare products.

Introduction

In recent years, the skincare industry overall has observed a significant shift with the rising participation of male consumers. Initially, skincare and personal grooming products were seen only as a female-focused market. The growing acceptance of male skincare is a result of a change in societal views, increased focus on personal looks, media influence, and the perception and concept of masculinity. This change has encouraged brands to expand their product lines and marketing strategies to cater specifically to male consumers, making men’s skincare an upcoming and essential part of the beauty and personal care industry. Even men have shown interest in skincare and view it as a part of health benefit and in all appearances, regardless of the societal definition of masculinity and breaking down gender stereotypes. 

Understanding men’s perception toward buying skincare products is an important part from a consumer behaviour perspective, as male consumers often showcase different attitudes, motivations, and decision-making processes in comparison to female consumers. Factors such as usage, accessibility of products, brand reliability, social influence, pricing, and perceived masculinity play a major role in shaping their purchase intentions. 

From a fashion and lifestyle management point of view, skincare has become a fundamental part of the overall image and self-presentation of modern men. As grooming and styling also plays a major role in fashion, wellness, and lifestyle branding, marketers must have deeper insights into male consumers’ psychological, social, and cultural aspects. Analysing men’s skincare consumption behaviour helps brands design target specific products, effective communication strategies, and appropriate retail experiences that matches with male preferences and expectations.

This research primarily focusses to study men’s perception toward buying skincare products by identifying the key factors influencing their awareness, attitude, and purchasing behaviour. By exploring consumer behaviour models in reference to men’s skincare, the research helps to provide important observations for marketers, fashion and lifestyle brands, and industry people. The findings of this research will contribute to a better understanding of the growing male consumer market and support strategic decision-making in the upcoming men’s grooming and skincare sector.

Objectives

1. To review literature related to understanding men’s perception of buying skin care products.
2. To theoretically analyse the reviews
3. To suggest an appropriate plan of action based on the above given topic. 

Research Methodology

This research follows a theoretical qualitative approach by reviewing papers in the relevant area. It synthesizes key findings from peer-reviewed journals and scholarly articles to build a conceptual framework. Data was thematically analyzed to identify patterns, gaps, and implications for future studies in textile and fashion management. The review encompasses sources from recent publications, ensuring contemporary relevance to industry trends. Ethical considerations guided the selection, prioritizing open-access and credible publications.

Literature Review

The male skincare market has surged globally, driven by evolving perceptions of masculinity, self-care, and grooming. Research highlights how psychological factors like self-image, attitudes toward product efficacy (e.g., ease of use, anti-aging benefits), and personal health concerns strongly predict purchase intentions. Social influences—family, friends, spouses, and digital media—play a pivotal role, alongside cultural variations: some regions emphasize social acceptance, while others prioritize product features and brand trust. Emerging trends among younger generations (Millennials and Gen Z) reflect shifting norms, boosted by content marketing, metrosexuality, and gender-neutral innovations. These dynamics offer marketers opportunities to target men through value-driven, accessible strategies that align with identity, wellness, and societal ideals.

Sukato, N., & Elsey, B. (2009). Previous studies on male consumer behavior indicate that men’s skincare purchase decisions are influenced by a combination of psychological, social, and product-related factors. Research conducted in the Thailand context has strongly applied Fishbein and Ajzen’s Theory of Reasoned Action (TRA), with the addition of self-image, to explain male consumers’ purchase intentions and actual buying behavior. The key findings suggested in this paper show that beliefs about product attributes, attitudes towards ease and use of products, and social pressure majorly shape purchase intention. Several studies showcase the strong role of family, friends, and spouses in influencing male grooming decisions, which supports the importance of social acceptance. Interacting with the salesperson, packaging, and promoting effectively has also shown a positive impact on attitudes toward skincare products. Overall, recent literature extends earlier cosmetic research by demonstrating that self-image is not limited to female consumers but is equally important to men. Hence, attitudes toward product usage form a stronger prediction towards purchase intention than social acceptance, strengthening the application of TRA in men’s skincare consumption behavior. 

Ridwan, A. F., et al., (2017). This literature shows that male consumer behavior toward skincare products is affected by a combination of psychological, social, and self-image factors. Studies conducted in Thailand using the Theory of Reasoned Action (TRA) indicate that beliefs, self-image, social acceptance, and attitudes mainly affect purchase intention and actual buying behavior. The addition of self-image in TRA-based models confirms that men, like women, associate skincare usage with personal appearance and social acceptance. This research, which compares Suwon City, South Korea, and Bandung, Indonesia, further shows cultural differences in influencing factors. Social acceptance and attitudes play a key role among Korean male consumers, who portray strong social and environmental support for skincare usage. In contrast, Indonesian male consumers are more influenced by features of the product, brand reputation, self-image, and concerns related to aging. Research indicates that while global consumers are universally affected by personal attitudes and social pressure, the relative importance of self-image versus the useful features of a product differs significantly across various cultural contexts.

Khuong, M. N., et al., (2016). Earlier studies show that personal factors strongly influence men’s decisions to buy skin care products. Research was conducted in Ho Chi Minh City, Vietnam, that analysed factors such as skin health care, attraction of body, age and aging concerns, self-image, and awareness regarding men’s skin care products. Using a questionnaire survey of 313 men aged 20–50, the findings of the study showed that men who care more about their appearance and skin health are more likely to purchase skin care products. Among these factors, self-image, concerns towards skin health, body attraction, and age-related concerns played a strong role in their purchase decisions. The findings that showcased the growing importance of the male skin care market in Vietnam, where limited research has focused on male consumers. This literature helps in focusing on models and measurement scales to understand men’s skin care usage. Therefore, the studies provide useful ideas for marketers and companies to set a target on the male consumers and enhance product purchase.

Simanjuntak, M., et al., (2025) Earlier studies show that although the market for men’s personal care products is increasing rapidly, research on men’s purchasing behavior is still upto a certain extent. This literature showcases the importance of personal factors such as skin and health care, perceived physical benefits, self-image, aging concerns, and influence of society in shaping men’s attitudes toward using personal care products. This study uses survey methods and Structural Equation Modelling have found that healthcare awareness and perceived physical benefits greatly influence men’s attitudes. Subjective norms, such as opinions from family, friends, and society, have been shown to be the strongest factor changing both attitudes and purchase intention. Also, aging concerns might not influence men’s attitudes toward using personal care products. Attitudes toward behavior play a key role between personal factors and buying intention of male consumer. These findings portray the use of the Theory of Reasoned Action in explaining men’s personal care consumption. Hence, the literature provides useful ideas and guidelines for marketers and industry experts to design strong strategies that target male consumers.

Simanjuntak, M., et al. (2025) Current studies show that use of skincare products among young consumers, especially Millennials and Generation Z, is influenced by changing societal standards and attitudes toward self-care. While skincare has initially been associated with females, male consumers are rapidly adopting skincare routines as perceptions of masculinity are changing gradually. Qualitative research using interviews reveals that social beliefs still exist, particularly toward certain skincare products, but it is slowly decreasing among younger consumers. Social media and digital platforms play a major role in shaping skincare preferences, product awareness, and purchase intention. Male grooming and styling have become more common due to the rise in the usage of products that are neutral in gender and has increased focus on health and wellness. This study shows that young men prefer skincare products that are effective, affordable, and easy to use. The growing men’s skincare market holds strong opportunities for brands to design new products and target male consumers also. In the future, the research suggests exploring the role of social media, culture, and sustainability in transforming men’s skincare choices.

Shimpi, S. S., & Sinha, D. K. (2012). Earlier studies show that the use of male cosmetic products is gradually increasing among Indian consumers, especially in urban cities like Pune. Research was conducted among men aged 20–50 that showcased attitudes and psychological factors which strongly influence their buying intention. Using questionnaire surveys and factor analysis, studies found that self-esteem, anxiety, and self-image are the most important factors that affect men’s skin care habits. Male consumers often connect cosmetics with improving their looks and social acceptance. The decision-making process is a bit complicated, as men do expect visible results and fear dissatisfaction. The findings shown here show that cosmetics are no longer gender specific, and male grooming and styling have become socially acceptable and important. Hence, the literature focuses on the role of emotional and social factors in changing and enhancing male cosmetic consumption.

Vidyanata. D., et.al (2024) Before studies show that content marketing plays a pivotal role in influencing consumers’ purchase behavior, especially in the skincare sector. Illustrative, relevant, and captivating content helps consumers understand the use of the product and helps in building trust towards the brand. Product innovation plays a major role as new formulations, ingredients, or application techniques are used to help attract consumers and meet their evolving skincare needs. When innovation is used to convey through content marketing, it connects consumer interest and confidence in the product. Perceived value, including usage, emotional, and social benefits, strongly affects consumers’ desire to buy. This research suggests that consumers wish to purchase when they believe the product focuses on good quality at an affordable price. In the men’s skincare sector, these factors work together in building strong purchase decisions and brand loyalty. Thus, the literature portrays that a combined marketing strategy focusing on content, innovation, and value is essential for influencing buying decisions.

Suyanto, B. (2022) discusses how the concept of male beauty has changed from earlier masculinity to metrosexuality, where men pay special attention to their looks. Skincare has become an important aspect of men’s self-care culture and has changed and increased men’s consumption behavior. Using digital marketing on Instagram, as well as using hashtags like #scarlettlakilaki, skincare brands have tried to promote the idea of white, clean, and smooth skin as the ideal image for the male body. This research shows how Scarlett successfully builds dependency and desire among men by connecting skincare use with desirability and confidence. This study also indicates how money uses beauty to influence men’s purchasing intentions. Also, it reveals that the urge to prefer white skin in the male body is established in Indonesian society. Overall, this literature tells us how digital marketing plays a significant role in changing men’s identity and consumption patterns in the skincare sector.

Eng, T. C. (2018). In recent decades, a growing trend of metrosexualism, where men are more concerned about their self-image and physical features. This change has attracted researchers and marketers to study male consumption behavior, especially in skin care and grooming products. Previous studies show that factors such as self-image, attitude, social influence, and purchase intention play a major role in influencing and impacting men’s buying behavior. However, limited research has focused on Malaysian male consumers in reference to this paper. Understanding these factors is important as Malaysia represents an increasing and profitable market for men’s skin care products. The previous literature it suggests the need to analyze how cultural and social regulations affect male grooming behavior. Thus, this study identifies the existing theories and findings to find out research hypotheses related to Malaysian men’s skin care usage. This review also gives useful ideas for future researchers and marketing professionals to design effective strategies for this specific market.

 Sarwono, B. K., & Fayardi, A. O. (2018). Earlier studies on gender bias majorly showed interest in women, while limited attention has been given to men. Initially, men are expected not to use facial care products, as it was often perceived that women using skin care products was frowned upon when men used it. However, current studies show an increasing trend in the use of male facial and skin care products, influenced by metrosexual lifestyles and social media influence. It is seen in this research that a major role is played in promotion and media in building an ideal masculine image that gives importance to looks, skin care, and social status. The intention of buying skin care products is no longer only for their use, but also for the image, identity, and to show their social status. The concept of fetishism tells how men evolve “false needs” created by brands and media influence. Social and digital media promote these consumption patterns by encouraging appearance-based lifestyles. Hence, this study suggests that masculinity, media influence, and social regulations effectively shape men’s skin care usage.

Insights from Literature Review

The reviewed studies consistently highlight the Theory of Reasoned Action (TRA) as a robust framework for understanding male skincare purchase behavior, with attitudes toward product attributes, ease of use, and self-image emerging as stronger predictors than social norms alone (Sukato & Elsey, 2009; Ridwan et al., 2017). Self-image transcends gender boundaries, driving intentions across cultures—from Thailand's emphasis on social acceptance to Indonesia's focus on product features and aging concerns (Khuong et al., 2016; Simanjuntak et al., 2025). Cultural variations underscore the need for context-specific strategies: Korean men prioritize social support, while Vietnamese and Indian consumers weigh skin health, body attraction, and emotional factors like self-esteem heavily (Ridwan et al., 2017; Shimpi & Sinha, 2012).

Findings

Male consumers’ skincare purchase behaviour stems from a multifaceted interplay of psychological, social, and product-related factors, with the Theory of Reasoned Action (TRA) serving as a dominant framework—demonstrating how attitudes toward ease of use and social pressures robustly predict purchase intentions. Self-image emerges as a pivotal driver, transcending gender norms to fuel men's grooming decisions, amplified by influences from family, friends, spouses, and society that shape attitudes and actual buying. Cultural variances further nuance this landscape, as men in diverse contexts prioritize social acceptance (e.g., Korea), product features and aging concerns (e.g., Indonesia/Vietnam), or skin health and physical appeal, while rising awareness of these element boosts acquisition likelihood. Media, advertising, and social platforms play a transformative role by crafting aspirational masculine ideals tied to confidence, attractiveness, and status—prompting purchases beyond utility for identity and prestige, especially among open-minded Millennials and Gen Z who favour effective, affordable, user-friendly options. Amid rapid market expansion, gaps persist, such as limited Malaysian research, signalling ripe opportunities for targeted studies and refined marketing strategies.

Conclusion

In conclusion, male consumers’ skincare purchase behavior is developed by a combination of psychological, social, and product-related factors. The Theory of Reasoned Action effectively explains how attitudes and social influence impact men’s purchase behavior. Self-image has been developed as an important driver, showing that men are rapidly showing their concern about their looks. Social pressure from family, friends, and society continues to influence men’s skincare decisions. Cultural differences further affect how men perceive and use skincare products across different countries. Media and social media play a pivotal role in promoting ideal masculine images and influencing buying intention. Younger consumers are more open to skincare usage and prefer simple, effective, and affordable products. However, limited research in the Malaysian context highlights the need for further studies and targeted marketing strategies.

References

1. Eng, T. C. (2018). Conceptual study on Malaysian male consumption behaviour towards skin care products. International Journal of Innovation and Business Strategy (IJIBS), 9(1).
2. Khuong, M. N., & Duyen, H. T. M. (2016). Personal factors affecting consumer purchase decision towards men skin care products—A study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 7(2), 44-50.
3. Ridwan, A. F., Maulina, E., & Chan, A. (2017). Comparisons of factors that influence male consumer behavior in purchasing skin care products (case study: Men from Suwon City, South Korea and Bandung, Indonesia). Review of Integrative Business and Economics Research, 6, 176.
4. Shimpi, S. S., & Sinha, D. K. (2012). A factor analysis on attitude characteristics of consumer buying behaviour for male cosmetics products in Pune City. International journal of marketing, financial services and management research, 1(11), 78-88.
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