According to data and insights company Euromonitor International, the global male grooming industry is valued at $61.3bn and is projected to grow by an estimated 6.4% in 2024.
It’s clear that consumer demand for men’s beauty and personal care products is rising, with major retailers like Amazon – ranked the top beauty and personal care platform in the US by NielsenIQ – recently reporting increased numbers of male grooming shoppers.
One of the fastest-growing segments within men’s grooming is hair loss and scalp health.
In April 2025, Google Trends revealed that hair loss has become the world’s most-discussed beauty concern. Additionally, UK retailer Superdrug’s research shows that 58% of men and 51% of women are affected by hair loss, with younger generations experiencing the greatest impact.
Notably, 61% of 25–34-year-olds are battling some form of hair thinning or shedding, which is more than any other age group.
Dr Babak Ashrafi, clinical lead at Superdrug Online Doctor, explains: “Younger generations face a perfect storm of stress, poor nutrition, and damaging beauty habits, heavily influenced by social media.”
Supporting this, recent data shows:
- 1 in 3 Brits consult TikTok for hair advice
- 50% of 16–34-year-olds rely on it as their primary source of hair care information
- Alarmingly, 60% of the most popular TikTok hair trends have been flagged as potentially harmful by experts
One trend, ‘hair cycling’ (the process of rotating different products and including ‘rest days’) has amassed over 22 million views on TikTok and has reportedly been tried by eight million Brits.
However, experts warn that this can cause scalp irritation and disrupt the hair growth cycle, with hair transplant surgeon Dr Matee Rajput stating: “There’s no evidence supporting hair cycling for growth; switching products can lead to inflammation and follicle damage.”
Factors like genetics, excessive energy drink consumption, pollution, and particularly stress are often cited as causes of hair loss.
Anabel Kingsley, lead trichologist at Philip Kingsley, adds: “Stress impairs nutrient absorption, increases cortisol, and can disrupt the scalp’s microflora, leading to telogen effluvium—the common form of hair shedding.”
Market response & innovation in male hair loss
Men’s beauty supplements are booming, with brands like Unilever’s Nutrafol leading the charge.
Dr Kim Biedermann, Nutrafol’s R&D director at the brand, highlights: “Men face more scalp and hair health issues than women, and they are now actively seeking science-backed solutions that address root causes rather than masking symptoms.”
Nutrafol has adopted a whole-body approach, targeting underlying factors like inflammation, oxidative stress, and hormonal imbalance. The brand emphasises education around non-genetic causes of hair thinning and promotes natural, drug-free formulations.
Meanwhile, Nutrafol Men was launched in 2022 as a “distinct sub-brand to better reflect how men uniquely experience and engage with hair health.”
“We’ve seen strong growth in our male customer base,” continued Dr Biedermann. “54 million men in the US experience hair thinning, which speaks to the importance of men’s hair care concerns and the need for a product catered to men.
Interest in both topical and ingestible products
While much innovation for men’s hair loss and scalp issues has been in nutraceutical products, there is an increasing market for topical products in this space too.
“After learning that shampoo is the top hair product men buy for thinning last Fall we launched our first new men’s product since introducing our supplements in 2016: the Men’s 2-in-1 Shampoo & Conditioner,” explained Dr Biedermann.
The physician-formulated and drug-free, 2-in-1 shampoo and conditioner helps support the scalp barrier.
“It was formulated for the bio-specific needs of men’s scalps, creating an environment for hair to grow while unclogging hair follicles, removing build-up, supporting the scalp microbiome, and balancing oil production without stripping the scalp,” explained Dr Biedermann.
Trichologist brand Philip Kingsley also has a topical product, Density Preserving Scalp Drops, which it says is clinically proven to reduce hair shedding with daily consistent use within three months.
Men’s personal care trends & consumer behaviour
According to industry analysts at GlobalData, increased social media influence has amplified men’s participation in the beauty and wellness sectors, while Olivia Houghton of The Future Laboratory describes this movement as ‘bromeopathy’.
“Men are seeking physical and mental optimisation, embracing science-based wellness trends and influencer-led health protocols to gain control and self-improvement,” she said.
They are investing in a holistic approach to health, combining products that support their appearance and wellbeing – values reinforced by health podcasts like Dr Andrew Huberman’s Neuroscience Lab.
To appeal to the every-growing men’s grooming market, Houghton advises brands to focus on transparency and scientific credibility by leveraging rigorous research and data to build product trust; repositioning wellness offerings away from potentially risky ‘manosphere’ narratives; and using blockchain technology for supply chain transparency and authenticity.
