The "male beauty economy" is on the rise in the United States. How many retailers are betting on this track?

The latest Digital Commerce 360 ​​analysis shows that the men’s grooming market is booming, with 15.8% of Digital Commerce 360’s top 1,000 U.S. beauty online retailers selling only men’s skin care and grooming products.

Online sales for all beauty merchants in Digital Commerce 360’s Top 1,000 North American Online Retailers grew 9.7% year over year in 2022. That’s more than double the 3.7% growth rate for total U.S. retail sales, according to Digital Commerce 360’s analysis.

Beauty merchants among the top 1,000 retailers in the United States mainly sell the following products:

• Appearance

• Hygiene products

• cosmetic

• Skin Care Products

• Hair Care Products

Research has found that men and women of all ages in the United States buy beauty products, but most retailers sell products targeted at women. In the future, with the rise of male shoppers, the men's beauty market will grow further.

“While the number of retailers selling men’s grooming products is smaller, their sales will outpace the average Digital Commerce 360 ​​Top 1000 in 2022,” said James Reeves, an analyst at Digital Commerce 360. “The strong growth in men’s grooming sales suggests that men are more likely to shop online than women.”

Data from Digital Commerce 360 ​​also shows that in 2022, merchants in the top 1,000 retailers in the United States that only sell men's grooming products saw an increase in online revenue of 5.6%. In contrast, the online sales growth rate of the entire U.S. beauty market was 3.0%. In addition, merchants in the 1,000-2,000th-ranked retailers that only sell men's grooming products saw an increase in online revenue of 7.7%. In contrast, the online sales growth rate of the entire U.S. beauty market was 6.0%.

Editor ✎ Nicole/

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