Thanks to Gen Z, coupled with the rise of social media platforms like TikTok and trends such as “clean beauty,” sustainable beauty, especially among men, is entering center stage. With softening lines over what masculinity is and heightening eco-conscious values, Gen Z’s relationship with beauty is evolving. And it’s causing male grooming to be booming and sustainability to drive the market.

In 2023, according to data from the U.S. Census Bureau, Gen Z made up about 20% of the U.S. population. Although their influence in the market extends further, the young generation made up 35% of U.S. purchasing power last year, a large market share, according to marketing data firm Bolt. Gen Z is greatly focused on gender-neutral products and sustainability for the beauty industry. These key issues directly inform what drives sales, conversations, and product innovation among beauty companies seeking to engage this influential demographic.

Central to the ongoing conversations is Gen Z’s view of gender as a concept. Gender norms and stereotypes feel increasingly blurred as Gen Z re-examines assumptions about what masculinity and femininity mean in contemporary society. Today, it is more socially acceptable than ever for women to present or identify in traditionally masculine ways and for men to feel comfortable embracing interests and modes of self-expression that were previously coded as feminine. The old paradigm of ultra-masculine grooming products packaged in all-black with aggressive messaging no longer fits. Instead, we now see men openly adopting extensive skin care regimens, the rise of gender-neutral beauty products with inclusive packaging, and a cultural redefinition of masculinity underway.

Beauty standards have become increasingly inclusive, especially for males. Skincare and self-care once deemed the province of women alone, have become normalized and mainstream for all genders.

Social media deserves much credit for accelerating these interrelated trends and promoting greater inclusivity and diversity, often celebrated through recognitions like glass awards. Platforms like TikTok and Instagram are where Gen Z initiates and participates in formative conversations around gender identity, self-expression, and representation. They are also the venues where beauty creators and brands actively promote products and ideals reflecting values like sustainability and inclusion.

Scrolling TikTok, prominent beauty influencers and company founders like Patrick Ta, Jeffree Star, and Manny Mua post popular “get-ready-with-me” videos and makeup tutorials to grow massive audiences. By proudly showcasing men confidently wearing makeup, figures like these are shaping societal assumptions, proving that makeup and self-care have no rigid gender boundaries. Moreover, male celebrity heartthrobs like Timothee Chalamet and Harry Styles have utilized their fame to help further embed within mass culture the notion that practices like skin care regimens constitute valid dimensions of male self-care.

In addition to inclusivity and diversity, Gen Z also cares about their environmental impact and the environmental impact of the companies they choose to purchase from and engage with. Their eco-conscious values influence their purchase decisions as they opt for sustainable grooming products and companies. Gen Z consumers want to ensure they choose companies that give back to their community, preserve natural environments, and are eco-conscious. Males, especially, they’re a demographic who typically prefer clean and natural looks, so it only makes sense they want that from the products and companies they buy from.

So, what exactly constitutes sustainable male grooming products? Sustainable brands in this space are fundamentally eco-friendly, transparent about their practices, and mindful regarding real-world impacts. This translates to utilizing recyclable and low-waste packaging, ensuring cruelty-free testing protocols, and formulating products with eco-conscious ingredients. Common sustainable ingredients in natural male grooming include tea tree oil, chamomile, aloe vera, shea butter, and pure plant oils like jojoba and argan.

As a result of Gen Z’s shift toward sustainable values and inclusivity, beauty companies are increasingly catering to men in their marketing, including altering their packaging to highlight their sustainable processes and clean ingredients. You might see an “eco-friendly” stamp on a shampoo bottle. Or maybe you’ll see the glass awards they’ve won on social media for their environmentally friendly processes.

And speaking of social media, beauty brands keenly recognize platforms like Instagram and TikTok as indispensable for reaching and resonating with Gen Z audiences. As one metric, the hashtag #mensskincare currently accrues nearly 600 million views on TikTok alone – representing incredible marketing potential. With Gen Z’s fused passions for inclusion, sustainability, and social justice, the industry’s future seems genderless.

Current examples of this transformation abound, spanning genderless nail polish collections with Harry Styles as global spokesperson to Eos rolling out environmentally minded men’s shaving cream. Even celebrities like Pharrell Williams and Idris Elba have recently launched beauty enterprises. Despite certain lingering stereotypes, the data confirms monumental opportunity ahead – the global male grooming market was valued at $55 billion in 2021 and poised to reach a projected $110 billion by 2030, according to market research firm Custom Market Insights. Additionally, U.S. men's prestige skincare sales advanced an impressive 23% in 2023 alone, hitting $190 million. For innovative brands embracing inclusivity and eco-consciousness, the future looks vibrant indeed.

Gen Z is transforming the male grooming sector by emphasizing sustainability, inclusivity, and social media savvy. As young consumers redefine masculinity and mainstream self-care for all genders, their purchase power increasingly supports brands embracing eco-consciousness and gender-neutral branding. With market growth projected to double over this decade, the future of male beauty promises innovations, making self-expression both ethical and accessible in fresh new ways.