The usage of dietary supplements to enhance pores and skin, hair, scalp and nails has lengthy been related to girls, however the business is starting to acknowledge that these merchandise can be successfully focused towards males.
As extra male customers hunt down efficient, science-backed options to deal with pores and skin situations corresponding to zits and eczema or to handle hair points like dandruff or hair loss, they’re wanting past topical merchandise and turning to dietary supplements.
In accordance with shopper analysis from market intelligence agency Mintel, half of UK males establish as magnificence complement customers or lapsed customers of magnificence dietary supplements, whereas an extra 41% take into account themselves potential customers.
Utilization is especially robust amongst youthful males. Amongst these aged 18 to 34, 81% and 60% respectively report present or previous use, in accordance with Shiyan Zering, senior magnificence & private care analysis analyst at Mintel.
“This exhibits a major degree of engagement in a class the place demand is historically pushed by girls, suggesting the normalization of magnificence complement use amongst males, in addition to robust development potential,” Zering mentioned.
Shopper knowledge from GlobalData’s Q1 2025 survey, which spans 42 nations worldwide, additionally signifies a rising variety of males are utilizing magnificence dietary supplements.
“We discovered that 7% of male shoppers mentioned they’d begin buying dietary dietary supplements, 24% mentioned they’d proceed to do that, and an extra 16% mentioned they’d do that extra continuously,“ mentioned Dr. Ahmad Khan, senior analyst at GlobalData.
“Related percentages had been recorded for a similar interval in 2024 and 2023,” he added. “The consistency of the findings means that demand for such merchandise stays fixed and makes it very doubtless that extra males are taking dietary supplements to help their pores and skin and hair well being.”
Males changing into extra proactive of their wellness
Retail gross sales are telling an identical story. Class director for nutritional vitamins and dietary supplements at Holland and Barrett, Jessica Pasco, mentioned that the UK retailer has seen a transparent upward development in engagement with male wellness merchandise primarily based on models bought within the UK market between Oct. 1, 2024 and Might 10, 2025.
“Particularly, unit gross sales of male hair dietary supplements have risen by 37% year-on-year, reflecting rising curiosity in hair well being and look,” she mentioned.
She added that extra broadly, merchandise focused at males’s well being—together with dietary supplements in classes corresponding to fertility, prostate, bladder and sexual well being—have seen a 27% year-on-year improve.
“These figures counsel males have gotten extra proactive in supporting their general wellness,” she mentioned.
Aesthetic well being ‘now not solely a female concern’
UK-based ecommerce retailer Face the Future has additionally observed an identical development.
The corporate’s buyer expertise and clinic supervisor, Kimberley Medd, reported that “extra males are more and more taking magnificence dietary supplements to help their pores and skin, hair and general look.
“We’re noticing that aesthetic well being is now not seen as completely female issues,” she mentioned.
“There are a number of the explanation why, however the first is that there are altering attitudes in the direction of masculinity. Males have gotten more and more extra snug investing in merchandise that help their look, particularly as wanting good is usually linked with confidence {and professional} success.”
Medd mentioned that, like girls, males have gotten extra proactive about growing older, hair thinning and pores and skin issues and that social media has performed a major position in normalizing male magnificence and wellness routines.
“Male influencers and celebrities brazenly discussing their skincare and complement use have helped break down stigmas and open the supplementation class as much as all,” she defined.
Medd famous that complement manufacturers have additionally been making merchandise extra interesting to male shoppers by “creating gender-neutral or male-specific formulations, typically utilizing language and packaging that appeals to males.”
She added that the male grooming and wellness class is anticipated to proceed rising considerably and that beauty-from-within dietary supplements that focus on points like hair loss, uninteresting pores and skin, fatigue and growing older are more and more widespread with males of all ages, significantly as conversations round psychological well being, stress and holistic wellness achieve floor.
Previous taboos round male grooming are fading
One model that’s gaining a following amongst male magnificence shoppers is LYMA. The London-based firm presents unisex branding and prides itself on science-backed formulations.
LYMA’s founder Lucy Goff mentioned the male magnificence dietary supplements market is actually rising and that the model is “steadily attracting extra male shoppers.” For her, that is “encouraging” and “displays a wider cultural shift the place males, proper from their twenties to their fifties are embracing confirmed nutraceuticals as a part of their chosen way of life.”
“The outdated taboos round male grooming are fading, and guys are extra experimental and have a selected need for results-driven merchandise,” she added.
LYMA makes use of pharmaceutical-grade elements like solubilized keratin, which Goff says is extremely bioavailable and designed to strengthen hair and enhance pores and skin with each measurable and visual outcomes.
“With extra males wising as much as this, I genuinely imagine the male magnificence complement area is just going to continue to grow,” she mentioned.
Goff additionally said she believes whole-system well being dietary supplements that help the physique’s general perform reasonably than simply concentrating on hair and pores and skin will proceed to rise in recognition.
Extra males in search of options for hair loss
In accordance with Zering, youthful males particularly have gotten more and more engaged within the self-care and grooming area, pushed by heightened give attention to look and general well being.
“Many may be in search of options for hair loss, which may start as early because the late teenagers or early 20s for some males, making it a extremely emotional and motivating concern,” she mentioned.
“This typically requires using each topical and oral remedies. In consequence, they’re changing into extra open to the concept of oral treatments for magnificence and upkeep, reflecting a shift towards proactive approaches of their routines.”
Entrepreneurs ought to ‘acknowledge this data hole’
Zering additionally famous that at this stage, training round magnificence dietary supplements continues to be mandatory for manufacturers.
For instance, she highlighted knowledge displaying that 67% of UK male magnificence complement customers/potential customers understood that there’s a hyperlink between intestine well being and pores and skin/hair/nail well being, in comparison with 75% of females.
For Zering, this advised that the dialog about intestine well being in relation to pores and skin and hair well being has largely been focused at girls, not males.
“Manufacturers can acknowledge this data hole to strategically goal males, enhance their understanding, and faucet into a possible new person group,” she mentioned.
Zering highlights how complement model Free Soul champions a ‘particularly focused in the direction of girls’ slogan on its web site and merchandise, which in flip “fosters model loyalty by assuring clients these merchandise are tailor-made to their wants.”
She means that different manufacturers “can undertake a ‘by males, for males’ method to interrupt down preconceptions and develop the market.”
Showcasing the science on precise males
Complement and cosmetics elements corporations are additionally starting to pay extra consideration to the boys’s magnificence complement sector.
For instance, French firm Seppic not too long ago undertook a medical research for its wheat lipidic extract, Ceramosides, particularly on males.
The ingredient had already demonstrated pores and skin hydration, anti-aging and hair well being and wonder advantages in 5 medical research performed on girls. Nonetheless, Seppic famous that regardless of the rising development of males utilizing magnificence dietary supplements, there stays “a major knowledge hole on this inhabitants.” This hole prompted the corporate to particularly validate the ingredient’s effectiveness in a male cohort..
Seppic’s shopper research concerned 95 wholesome males age 35 and over who supplemented with 30 mg/day of Ceramosides powder for 3 months.
Contributors reported enhancements in key areas: 71% of males perceived enhancements in day by day hair loss and reported a world lower of 31% in hair loss rating, 72% of males observed sooner beard development, and 70% noticed a discount in scalp reactions and dandruff. There was additionally a 25% improve in pores and skin hydration rating and a 16% lower of wrinkle severity rating.
Salma Zahidi, product supervisor for Vitamin at Seppic, mentioned the brand new findings allow the corporate to handle particular wants for each women and men with this ingredient.
White area; NPD stays area of interest
Whereas that is actually a rising area for all companies within the provide chain, Zering, mentioned that NPD stays area of interest “as solely 2.4% of magnificence nutritional vitamins, minerals and dietary supplements (VMS) launches in 2024 carried male claims.”
Nonetheless, she famous that extra promoting campaigns at the moment are that includes males—for instance Heights enlisted movie star Matt Willis to advertise its Vitals⁺ and Biotic⁺ ranges. The model additionally makes use of gender-neutral packaging, a method that may assist broaden attraction throughout various shopper teams.
One other potential technique is to focus on magnificence dietary supplements towards male gymnasium customers.
“Many younger males already use dietary supplements for health or common well being (e.g., protein, creatine), so transitioning to beauty-focused dietary supplements like these for hair and pores and skin feels pure and aligned with a broader wellness mindset,” Zering added.
In accordance with Mintel knowledge, prime subjects in social media discussions about nutritional vitamins and dietary supplements amongst males ages 18-34 included the gymnasium and protein, which Zering advised supplies “a possibility for magnificence VMS manufacturers to help pores and skin throughout coaching, particularly if sweat disrupts the pores and skin barrier and causes zits.”
“As an example, new research on bioactive peptides counsel they’re useful for each muscle and pores and skin well being throughout exercises, making them a pretty proposition,” she mentioned.
