Men's grooming

In 2025, men's routines are no longer limited to shaving and shower gel. Driven by influential cultural figures and a rejection of traditional masculine stereotypes, a new generation of men is adopting complete skincare rituals: cleansers, serums, moisturisers, foundations and mattifying powders. Men's make-up is becoming more normal, with a marked preference for natural effects, clean, shine-free skin.

However, with these new uses come specific skin and hair requirements. Men's skin is thicker, produces more sebum and is frequently subjected to the aggressions of shaving. As a result, it is more prone to imperfections, dehydration and irritation. On the hair side, issues such as hair loss and early baldness require targeted solutions, both in terms of prevention and support. Yet few products are actually designed and tested to meet these specific physiological needs.

Other notable trends include the rise of intimate care and body grooming (hair dyeing, precision shaving), and the skinification of fragrances; where shower gels, creams and serums are built around a coherent, sensorial olfactory universe. The perception of a cosmetic product, its scent, formulation or even packaging, can differ significantly between men and women, strongly influencing product acceptance.

Faced with these changes, Eurofins C&PC offers comprehensive expertise to support male cosmetic innovation: ex vivo testing, clinical studies, image analysis, emotional testing and sensory and consumer evaluations. These methodologies enable us to objectively validate the claimed benefits and support the development of innovative solutions tailored to the specific expectations of the male market.