Boys Are Perfuming Their Bodies And Perming Their Hair. Could They Catapult Men's Grooming Sales?

Whether it’s smellmaxxing with pricy perfumes from Tom Ford, Maison Margiela, Creed and Jean Paul Gaultier or shaping their hair into broccoli perms, teenage boys have entered the beauty chat. The investment bank Piper Sandler estimates their spending on fragrance increased 26% in the year ended March.

Teen boys’ beauty conversion could be a promising development for the men’s grooming sector, which although projected to grow, has been a tough go for many brands. Still, skeptics of its potential to accelerate men’s grooming point out that cologne boys are sticking to a rarefied group of elite perfumes in their fragrance shopping, and the trend may not bear fruit for products outside that group.

Given that context, for the latest edition of Beauty Independent’s ongoing series posing questions relevant to indie beauty, we asked 13 brand and retail founders and executives the following: Are you seeing any impact from teen boys purchasing beauty and grooming products? How should men’s grooming brands be responding to their interest in beauty and grooming? Will it mean anything for the men’s grooming category?

John Ludeke VP of Marketing, Dr. Squatch

We've experienced a notable positive impact from teen boys purchasing personal care products. Teens are paying closer attention to health and wellness, and self-care is an important part of their routines.

As part of this, the quality of the products they purchase, the ingredients within those products, and the companies behind those products is something they genuinely care about. They want to connect with brands that do more than just sell basic products, and expect brands to deliver a greater level of authenticity and stewardship.

We also invest a lot of effort into ensuring we break through to these customers via entertaining social content, exciting campaigns and culture-forward collaborations. Our strategy has shifted to leverage platforms that are popular among teens so we can reach them efficiently, and we’ve noticed that as teen boys find a way to relate to our brand. They will mention the brand to the personal care buyer within their families. Creating disruptive and differentiated brand moments is critical to connect.

Brands need to listen to their customers and work to deliver meaningful value. Gone are the days when you can launch a boring product with heavy media spend and expect people to purchase. Younger customers have access to more information and options than ever before, and they direct their dollars to brands that they feel a connection with.

Given this, it’s important to operate in a manner in which you exist to serve your customer base and try to bring value in everything that you do. That value can be created in myriad ways, but it needs to be tied to your target audience.

Catering not only your marketing strategy but also product innovation to male teen interest is another thing men’s brands should be focused on. Younger customers are looking for a greater variety of products that serve different usage occasions and feature better-for-you ingredients. For example, at Dr. Squatch we focus on ensuring all products are at least 98% natural and we obtained a B Corp certification to reinforce our commitment to better practices.

Erica LeBlanc CEO, Oars + Alps

We’ve seen a generational shift in how young men perceive and engage with skincare and grooming products. Teen boys are becoming more interested and knowledgeable about their own skincare needs starting at a much younger age. I see this shift firsthand with my own 12- and 13-year-old boys.

Historically, teenage girls have learned about and adopted skincare routines from their mothers, older sisters and female influencers on social media. However, this dynamic is evolving.

With the increase in popularity amongst young men, we are optimistic that the millennial men who tend to buy Oars + Alps’ products will serve as role models and inspiration to a younger generation of men in how they care for their skin and overall wellness.

Men’s grooming brands should embrace this cultural shift and capitalize on the momentum to inspire meaningful change in the men’s skincare and grooming industry. It is crucial for brands to take a strategic approach while remaining true to their core values and target consumer. Brands should prioritize long-term consumer education that can help shape young men into mindful consumers that are equipped to make informed decisions about the products and ingredients they use over time.

The increasing interest of teenage boys in beauty and grooming products is a promising sign for the future of the men’s skincare and grooming category. It indicates a wider societal acceptance and normalization of skincare routines among men, which has traditionally been a challenging market. By engaging and educating young men early on, we can develop lifelong customers who appreciate the importance of skincare.

This trend also has significant health implications. Men are disproportionately affected by skin cancer, and our research shows that many were not encouraged to use sunscreen from a young age, often finding available SPF products unappealing.

One of Oars + Alps’ core missions is to change these statistics through prevention education and the introduction of sun protection products designed to address the reasons men usually avoid them. Early intervention is key to preventing skin cancer, so if there is one step that teen boys should be adding to their skincare routine, it should absolutely be sun protection.

Jeff Lau Founder, NuNorm

As the founder of NuNorm, I have witnessed a significant shift in the beauty and grooming industry driven by an increasing interest from teenage boys. This change is not only reshaping product development and marketing, but is also influencing broader cultural norms surrounding masculinity and self-care.

Influence of open mindset and fluidity: Teenagers today are challenging the rigid barriers of traditional masculinity, embracing products traditionally targeted at women and advocating for a more inclusive approach to gender roles. Their engagement in the beauty and grooming space is breaking down longstanding stereotypes and promoting diversity in self-expression.

Impact on mental health and social acceptance: This generation is also making strides in destigmatizing mental health. They openly discuss well-being and integrate mental health considerations into their daily lives, including their grooming routines. By prioritizing both mental and physical health, they are fostering a more holistic approach to wellness.

Teen boys' role in grooming products adoption: We've noted an uptick in queries and purchases from teenage boys at NuNorm, reflecting their keen interest in products that offer aesthetic enhancement and skincare benefits, including items like our Shine Eraser and Brow Rescue Pencil. Their enthusiasm extends to products like concealers and tinted moisturizers, which were traditionally marketed to women.

It's crucial for men's grooming brands to recognize and embrace this shift by:

Being willing to learn from our youth, reflecting on our more traditional values and promoting inclusivity: This was a vital part of our core development. This is what led to us pursuing this business, creating a warm brand identity and producing content with men of all background enjoying their self-care.
Offering opportunities for their feedback: This was a major pillar behind our formula development process. It was vital for us to get feedback from our community as we developed our product and our branding.
Innovating products: Creating offerings with customized formulas, natural coverage and properties like acne-fighting, tailored to young men's preferences.
Providing educational content: Helping young men make informed choices about grooming products to benefit their skin.
Promoting mental health to teach all men the importance of self-care.
Considering our sustainable impact: This younger generation is full-on conscious consumer interested in investing in brands committed to giving back to their community and the planet.

The growing interest among teenage boys is likely to expand product lines, diversify brand messaging and increase the overall market size. We anticipate a surge in products that cater to both skincare and cosmetic needs crafted specifically for younger men.

In conclusion, the engagement of teenage boys in beauty and grooming heralds a transformative era for the industry, driven by values of inclusivity and well-being. Brands like NuNorm are committed to supporting this evolution with innovative products and inclusive practices that empower all individuals to feel confident and cared for.

This is more than a trend, it's a movement towards a healthier, more accepting society.

Ingrid Jackel CEO, Pangaea

While teenage boys aren't our core audience at Lumin, we do notice that our younger gen Z/gen alpha customers are more invested in skincare. We call them our “experimental explorers” as they love to try completely new forms, new tools and new technologies and fuel our drive for out-of-the-box innovation.

They focus on tackling key issues they're experiencing like breakouts and dry skin. We also can see that they’re more open to experimenting with inclusive and gender-neutral concepts, including using products like our color correctors, which have traditionally been a more female-centric product.

Teenage boys are the future of the men’s skincare and grooming market. Now more than ever, male gen Z/gen alpha consumers are looking for grooming/skincare brands that offer the same levels of customization, extensive shade ranges and accessibility that the women’s beauty industry offers. The more brands can adopt this mindset, the more they will resonate with this rising sector of the men’s grooming market.

This younger audience also learns about skincare and grooming on TikTok, and men's brands have to move away from old, traditional messaging and platforms if they want to connect with an audience that is shaping the future of men's skincare routines.

Men tend to be more problem-solution-oriented when it comes to skincare, while still gravitating towards simple routines. These younger experimental explorers are more willing to try new things and Lumin’s innovation pipeline and extensive product range has allowed us to offer tailored, innovative solutions for top men’s skincare concerns without overcomplicating the process while keeping it interesting.

This trend of men showing interest in grooming/skincare at a younger age is definitely one to keep an eye on. Younger generations are leaning towards brands that have more diverse product offerings and that focus on specific skincare needs including dark circles, breakouts, dryness and aging.

From a marketing standpoint, men’s grooming brands are also going to need to pay closer attention to gen Z/gen alpha social media trends, including the impact of TikTok in educating them now that they are becoming such an influential aspect of their customer bases.

Benjamin Bernet Founder and CEO, Bravo Sierra

At Bravo Sierra, we have not witnessed any significant shift in the proportion of younger customers buying our brand on DTC since we launched five years ago. However, it must be noted that Google Analytics' demographic segments start at 18 to 25 years old, so it's difficult to get a statistical read for teenagers younger than 18 from the readily available analytical tools.

What we have witnessed, however, are broader trends in the past few years with the following insights:

Younger men (gen Z and gen alpha) do not constrain themselves to brands defined as “men's brands.” Gender segmentation is not as relevant as it used to be when it comes to beauty and grooming, and these customers are more fluid, open-minded and curious in choosing personal care products. For instance, I believe that drugstore/pharmacy brands like CeraVe and La Roche Posey have taken significant market share away from traditional “men's grooming” brands as younger male customers gravitate towards these gender-neutral options, thanks to social media influencers.
Social media and ecommerce have blurred the boundaries between traditional mass versus prestige distribution channels as younger men discover brands and products on TikTok and shop them via ecommerce platforms. These historical distribution segmentation criteria are not as relevant as they used to be and do not convey the social status and exclusivity they once did. These consumers might buy a face cleanser from Walmart, a moisturizer from a DTC brand and a fragrance from Bloomingdale's without establishing a quality or status hierarchy between them.
Younger men tend to gravitate to specific product categories (face washes and fine fragrances, for instance) and spend highly on these specific products to solve pressing issues pertaining to their age (face wash for acne-prone skin, eau de toilette to socialize and meet new people).

To summarize, at Bravo Sierra, we believe that 1). defining brands as men's versus women's and 2). defining quality and status depending on mass versus prestige distribution channels are becoming irrelevant and outdated for the younger men consumers. They are focusing instead on word of mouth, before/after results and testimonials, perceived intrinsic quality and overall TikTok/IG trends when making their grooming and beauty purchasing decisions.

Lastly, it must be noted that, as a brand, we are not targeting teenage customers. We believe they will have ample time to start obsessing about their hygiene and skincare routines as they grow older. We don't need their pocket money!

Calvin Quallis Founder and CEO, Scotch Porter

This rise in teen boys’ interest in sectors of grooming and personal care categories that are more elevated like high-end fragrance and salon-like hair styling and haircare, and the influence from their peers and TikTok are absolutely having an impact on how Scotch Porter and other grooming brands think about serving this consumer.

Such a young, engaged consumer who spends an incredible amount of time on social channels like TikTok and has the desire to look and feel good and to be accepted by their peers will lead to a seismic shift in grooming brand’s interest and focus on teens and the gen Z consumer.

The magic that happens when one invests in a self-care routine that allows them to feel great and show up at their best is unmatched. It’s a confidence booster that will form the basis for future purchase considerations from this group.

And the decision to spend their limited dollars on a premium EDP versus a more affordable mass-market fragrance or investing the time and dollars on a salon style versus a $10 to $20 haircut signals that there is a premiumization of the category that we can expect in the coming years from this young consumer.

There’s also a big opportunity for brands to serve and capture what may be a very loyal consumer, who will likely continue, in later years, to invest even more in grooming routines and categories like elevated skincare and other personal care services and categories.

Brands know where to find this consumer. It’s our job to listen, watch and serve them with a focus and unique opportunity to develop higher quality, more premium products and services.

Ashley Boyce Co-Founder and CMO, Noteworthy

Overall, teen boys' interest in fragrance isn't a new trend. Looking back over the last 30 or so years, the success of brands like Axe and the resurgence of Old Spice are indicators that this is a space that boys are interested in, especially as puberty is a time when body chemistry starts changing.

There are potential actual requirements for fragrance, particularly in the odor-masking space. What's become so interesting, however, is watching young boys elevate both their knowledge and their own expression of fragrance with more premium brands. Some of our most interesting content creators have been young men who have amassed large followings on TikTok because of how knowledgeable and engaging they are.

We've actually seen our overall male user base grow by 25% month-over-month over the last few quarters, not as a result of us changing our overall marketing strategy, but rather organically bringing more men to the brand.

One of the more interesting anecdotes I heard from the mother of a teenage boy recently is that it's not these hyper-masculine fragrances that this group is focused on. They are open to anything, including more traditionally feminine scent profiles. Strawberry was one she mentioned to me!

It's why one of the best things brands can do is make their overall approach to marketing fragrances less gendered and more people-oriented to create space and permission for any young person to experiment with finding what they like in fragrance.

So much of what I hear from our customers is that they discovered their favorite "forever" fragrance in high school, and there's so much nostalgia associated with this time for people, which is also a trend that we see starting to enter into fragrance.

The last piece of advice I'd give to brands is not just to proactively ask their younger male consumers what they think, but rather spend time on the social platforms where they spend time, just observing what resonates. That way, you get an unbiased view so you can decide how to respond.

Charlie Razook Founder, Jackfir

We have trouble quantifying under-18s for obvious reasons that we agree with (we don't want data on kids!), but we definitely have growth in our younger demo year-over-year.

Last year, about 1.4% of our shoppers were 18 to 24. This year, 2.8% fall into that age range. We also have reason to believe a lot of our female shoppers (for example, clean mommies) are gifting their teenage children. While there has been a definite lift in younger people using skincare, it is still not core to our business.

I think selling to under-18s is tricky business and a bit predatory from a marketing perspective. You want them to find you with their concerns, not to chase them.

The most obvious teenage skin concern is acne/blemishes, and we do not yet offer targeted acne prone skincare solutions yet. Our products are more generalist. That is a big opportunity that we are exploring for all ages, teen-friendly included.

That said, I think skincare for men becomes more top of mind with age. Of course, as mentioned, fragrance only continues to be a big opportunity for all males young and old, and that is not as age specific. Same goes with shaving. I think fun ways of changing up the shaving game is another opportunity in men's grooming and personal care—texture, color, scent, applicators, razors, etc.

I think the key is being recognized for something tangible, as we at Jackfir hope to do by being extremely certified clean and transparent, so that people can grow into your brand as other skin concerns arise. They might use you as a teen, or they might just know your brand and ethos, and when they age a bit more, start seeing more lines or other skin concerns and have more expendable income, they'll opt into your brand.

Steve Capitani President, Wild Willies

In general, there has been a significant increase in the number of men in who are paying greater attention to taking care of themselves and, particularly, their grooming habits. Today’s boys and young men are the first generations where having a more extensive grooming routine is the norm. And like older generations, they are looking for products that speak to them, are authentic and make their lives easier.

As both beards and grooming have become more commonplace for men, we’ve seen positive trends for our line of beard care products and quickly begun scaling our Rugged Clean Body Bar soap line.

Anyone who is looking to improve themselves and grow their confidence should be supported, especially guys who look and smell a lot better when they do, but it’s important to remember that these routines and products are still relatively new for guys when compared to women who have done a much better job in this area for generations.

Ensuring that there is good education on what a quality product is, explaining product/ingredient benefits and demonstrating proper use is a responsibility all brands share to help the consumer and grow the category.

Fortunately for Wild Willies, we’ve been supporting beard care long before it was as popular as it is today, and we’re accustomed to helping our guys make great choices so that they can show up their best every day.

It means that we have a long run of future growth as men continue to expand their grooming routines and it becomes more normalized. Today and tomorrow’s young men will grow with an expectation that they take better care of themselves and will spend more in the category leading to a stable pattern of growth. Just like in other categories, we’ll see price and value tiers fully emerge and a continued focus to capture these valuable dollars in the retail community.

But, most importantly, we’ll see more men focused on confidently improving themselves, and we’re proud to be part of that effort for our guys!

Evangelo "EV" Bousis Founder and CEO, Enhanse

While cologne boys are certainly making their mark in fragrance, we are also seeing an uptick in grooming with our top two selling multi-taskers: Super Clean and Mattifying Milk. While it's definitely the parents that are more likely to make the purchase, the ease of “spray and go” is keeping the interest of teen boys who are notoriously lazy when it comes to skincare.

Super Clean, composed of hypochlorous acid, is an anti-bac, anti-microbial spray that keeps skin purified and clean with a simple spritz. The time spent between sweaty workouts and sports practices, to washing their faces (if that even happens) is crucial for breakouts.

While wellness and anti-aging may not motivate them the way it does teen girls, having a clear complexion will. Tossed in a backpack and/or gym bag, we see boys doing a quick spritz when they get off the field to keep acne at bay.

We are also seeing an uptrend in teen boys using Mattifying Milk, our liquid rice powder spray to help mattify the skin without looking powdery or chalky. With added hyaluronic acid and niacinamide, we are treating these underlying issues of over sebum production.

With artists, YouTubers and celeb men looking more groomed than ever. there is a clear trickle-down effect in teen boys wanting to look good and feeling like it’s OK to care. There is no longer the embarrassment to use skincare, but rather it’s seen as a flex.

Sarah Barnes Marketing Manager, C.O. Bigelow

Walk into C.O. Bigelow or any store with a solid fragrance section, and you'll see groups of teenage boys, sometimes seven at a time, sampling luxury fragrances. They know their brands, they know what they want, and they're becoming quite the connoisseurs.

It's not just for show. They actually buy them, and they're curating collections, treating them like status symbols. This scene, which never used to happen, is becoming the new normal.

We've spent so much time talking about Sephora tweens, mostly young girls, but there's a parallel movement happening with teen boys. TikTok is a major player here, driving young consumers to start building their beauty and grooming routines much earlier than previous generations.

Brands need to meet this segment of shoppers where they are—on TikTok and other social media platforms. This generation is driven by trends and peer influence, so brands should create engaging, educational content that resonates with them. Think tutorials, unboxing videos and influencer partnerships.

But it's not just about flashy content. There's a real need for education on safe and effective products. For instance, if a teen is dealing with oily skin and breakouts, introducing them to a salicylic acid product used once or twice a week could be a game changer, whereas other products designed for more mature skin could be detrimental to their barrier. Brands should provide this kind of practical advice and ensure their products are not only trendy but also safe and effective.

This isn't just a passing fad, it's a long-term shift. Brands will start developing products specifically for this demographic, focusing on their unique needs and preferences.

Expect to see more niche brands that cater to boys' grooming needs in a way that feels authentic and relevant. And let's not forget gen Z is all about individuality and gender-neutral branding. Products that emphasize these values are going to thrive.

In essence, the rise of teen boys in the beauty and grooming market is a huge opportunity for brands to innovate and connect with a new audience. It's not just about selling products, it's about building a relationship with a generation that values authenticity, knowledge and self-expression.

Drew Plotkin Founder, Derm Dude

At Derm Dude, we are absolutely seeing a clear jump in sales specifically from teenage boys. The actual sales are made directly from teenagers themselves as well as their parents on their behalf.

Derm Dude appeals to the teenage boy demo for multiple reasons. First, we use humor as a core staple in our brand messaging, which very much resonates with boys and men of all ages.

Additionally, our brand goes deep on informing our audience not only about our specific products, but about why men (and boys) need and benefit from them. We make a very deliberate effort to destigmatize any notion that using grooming products is “feminine” or “not manly.” The position of Derm Dude is exactly the opposite.

Real dudes take care of themselves properly. And this starts as early as our teens. We also make it very clear that we all sweat. Sweating is natural and healthy to control our body temperature. By practicing proper hygiene such as regular showers and using effective high-quality products such as Derm Dude, our natural sweat will avoid turning into body odor, discomfort and embarrassment.

The fact that much of our message is delivered via social media. including our very heavy presence on Tik Tok where teenagers are highly present, helps our message be easily consumed by a younger audience.

Plus, as the founder and Chief Dude Officer, I don’t have the typical brand voice associated with more traditional, common brands. As I’m covered in tattoos and using a very real, direct style of communication, young audiences have an easier time connecting with and absorbing the information I share so openly and often on even the most basic information that isn’t always so…basic.

The last thing we should ever do is make a young person seeking advice and guidance about topics that are historically taboo or embarrassing feel awkward by seeking information. Brands have a responsibility to not only provide the most accurate information, but to do so in a way that is nonjudgmental and simple for a younger person to understand and feel eager to implement. We need to routinely remind this audience that all of the bodily changes they are experiencing are normal and nothing to be embarrassed about in any way.

At Derm Dude, we also encourage younger audience members to be comfortable speaking with their parents and trusted older siblings and, of course, doctors about any of these topics. Very often, I look into the camera and say to myself, “Hey dudes…guess what? I’m a 250-pound dude, and I sweat. A lot. Everywhere. And if I don’t shower regularly and use quality products like Derm Dude, then I will stink.

And you know what, there have been times when my girlfriend has said, “Honey, did you not shower after the gym? Did you not apply any products today?” And you know what? As rare as that does happen, when it does, she is correct. And it doesn’t shame or embarrass me. It reminds me that I am human.

And human beings need to do basic things daily to take proper care of ourselves. This is a message I feel strongly about sharing with younger audiences. Cool cars, flashy watches and killer Jordans don’t make an ounce of impact when it comes to properly taking care of yourself. Caring for your body is normal, and it is healthy. And it should be simple and never embarrassing to talk about.

The overall impact for the category should clearly be continued with significant growth. Educating consumers at a younger age only grows the pool of grown men who will thankfully be comfortable taking proper care of themselves throughout their lives while teaching these healthy habits to their own kids.

I do want to add that since some of Derm Dude products are specifically for the groin/balls, we are very cautious when responding over social media or emails to avoid detail on this topic with anyone we believe could be a minor.

While we do not have this concern for our foot care line, body wash or other product offerings, we take caution to avoid situations where someone posing as a minor could be asking inappropriate questions or situations where a minor simply should be discussing matters regarding the groin area in specific with a trusted adult or doctor.

Jani Friedman GM of Personal Care, Foundry

At Blu Atlas, we are seeing only a slight 1.5% YoY increase in purchases from younger men aged 25 to 34. However, men aged 18 to 24 are spending the same this year as in 2023. Similarly, our Supply brand has seen no uptick in sales from younger men aged 18 to 24 and only a 1% increase from men 25 to 34. Our Instagram following includes only 1.2% of men aged 13 to 17.

Younger men are interested in our Blu Atlas brand’s natural and clean promise, and we continue to launch new skincare, body care and haircare products that are at least 96% natural. Our price points are affordable, but not mass market. Based on positive customer reviews and a consistently high repeat rate, we are confident that our product efficacy is strong. Therefore, our customers in all age groups recognize the value.

Men’s grooming brands must develop unique messaging and video content via social media that resonates with the young consumer. Regarding products, preventative messaging usually falls short of messaging that promises a quick fix. I wish we could quickly show each young man what they could look like in 20 to 40 years if they don’t take specific preventative and maintenance skincare steps today. Fear is a powerful motivator, but we instead educate them and encourage them to invest in self-care now.

Regarding fragrance, we recently launched a smaller 10-ml. version of our top-selling Atlantis and Bountiful colognes. Younger men, as a category, have limited budgets, and they want to try many fragrances at entry price points instead of investing $100 in a 100-ml. signature bottle. We’ve also partnered with the Scentbird fragrance subscription platform, which has broadened our customer reach, especially with younger consumers.

Finally, we partner with influencers and creators who speak to what younger men want in their grooming products. They value simplicity, straightforward product promises, and natural, non-toxic formulas in their personal care products.

Our core demographic is males 25 to 34 with higher disposable income however. We are increasing spend to reach the teen demographic, especially with our fragrances. We’re collaborating with more micro- and nano-influencers with strong teen followings that resonate with our minimalist and elevated brand aesthetic. These influencers create content showcasing how our fragrances boost confidence and contribute to personal growth. Our focus is TikTok and Instagram, where the message is casual, relatable and engaging.

There will likely be a shift in new product launches for young men, catering to their two most coveted purchasing requirements: affordability and results. The market is flooded with anti-aging products at extremely high price points. The younger consumer doesn’t need the full treatment benefits associated with retinols and active ingredients found in anti-aging or professional brands. New product development should focus on aspirational luxury, transparent and honest claims about results, and trustworthy brand positioning for this somewhat skeptical demographic.

We are launching high-tech products at affordable prices for all three of our men’s grooming brands: Blu Atlas, Supply and Stryx. We’ve engineered formulas packed with ingredients that have a visible impact on the skin and hair, and we can back up our product promise with scientific claims.

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