A new study by Mintel shows that more than half (52 per cent) of men in the US use facial skincare products. This is an increase of 68 per cent compared to 2022. Facial skincare is particularly popular among Generation Z men (18–27 years old). Around two-thirds of them use the products. At the same time, more and more men are investing in higher-end products, with ingredients becoming increasingly important.

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