We've spent the past year tracking health and beauty conversations across social platforms. Download our new health and beauty eBook to learn how we've identified and analyzed trends.
Traditionally, makeup and cosmetics have been the domain of women, but that's rapidly changing. A growing wave of male consumers is stepping into the health and beauty spotlight, and social data reveals this shift is far more than a passing trend. Powered by our AI-assisted query builder and summarization tools, we've uncovered three key areas driving this evolution:
In this brief, we'll explore each of these emerging trends and what they tell us about the changing face of beauty—and the new opportunities for brands willing to meet male consumers where they are.
From October 2024 to March 2025, conversations about male haircare surged by 17.6%, with over 1.6 million posts tracked across social platforms. This explosive growth reflects a broader shift: haircuts and grooming are now deeply social, both in person and online. They're tied to confidence, connection, and cultural identity.
Figure 1: Post Volume Growth Around Male Haircare (October 2, 2024 through March 17, 2025): Infegy Social Dataset.
Figure 2: Barbershop Top Hashtags (October 2, 2024 through March 17, 2025); Infegy Social Dataset.
Figure 3: Post Volume Growth Around Male Barbershops (October 2, 2024 through March 17, 2025); Infegy Social Dataset.
At the center of this trend is the barbershop, a trusted space where men bond, swap stories, and celebrate new hairstyles. Posts tagged with #barberlife and #barbershop show barbers sharing jaw-dropping before-and-after cuts while customers highlight the confidence boost from a fresh look.
Social media has become the stage for the modern male makeover. Conversations about haircut techniques and makeovers have jumped 29.1% since October 2024, with over 279,000 posts highlighting layered cuts, bangs, texture techniques, and high-impact volume styling. But it's not just the cuts; it's the showcase. Before-and-after videos, step-by-step tutorials, and restyling drive massive engagement, turning haircuts into shareable moments of self-expression. For professionals and everyday users, these posts are less about maintenance and more about making a statement.
Figure 4: Post Volume Growth Around Social-Based Hair Makeovers (October 2, 2024 through March 17, 2025); Infegy Social Dataset.
Figure 5: Hashtags Around Social-Based Hair Transformations (October 2, 2024 through March 17, 2025); Infegy Social Dataset.
From October 2024 to March 2025, conversations about male skincare soared by 38.8%, with over 22 million posts tracked across platforms. This wave of engagement reflects a growing cultural shift: skincare is no longer niche or gendered—it's mainstream, personalized, and proudly shared.
Figure 6: Post Volume Growth Around Male Skincare (October 2, 2024 through March 17, 2025); Infegy Social Dataset.
One of the most dominant narratives is the rise of personalized skincare routines. With 93% positivity, users share daily regimens featuring vitamin C serums, Korean glass-skin techniques, and hydration-focused products (we explored Korean glass-skin techniques extensively in our Health and Beauty Trends eBook). These posts often include tutorials, ingredient breakdowns, and real changes, making skincare both aspirational and accessible.
Figure 7: Post Volume Growth Around Personalized Male Skincare Routines(October 2, 2024 through March 17, 2025); Infegy Social Dataset.
Modern male skincare isn't just about traditional skin; it's also about scalp and beard health. A significant evolution in the conversation is how men's skincare now extends to beard care, with hashtags like #beardcare, #beardoil, and #beardstyle driving high engagement. These posts go beyond trimming tips to highlight the importance of caring for the skin beneath the beard, using oils, balms, and exfoliants to prevent irritation, dryness, and breakouts.
Beard grooming content makes up 10% of all male skincare posts and is often framed as a critical piece of a broader self-care ritual. Creators walk viewers through complete regimens: cleansing under the beard, applying targeted products, maintaining healthy hair texture, blending traditional grooming with modern skincare science.
Figure 8: Top Topics Around Men's Grooming Tips and Tools (October 2, 2024 through March 17, 2025); Infegy Social Dataset.
Figure 9: Post Volume Growth Around Men's Makeup Normalization (October 2, 2024 through March 17, 2025); Infegy Social Dataset.
From October 2024 to March 2025, over 2.8M social posts engaged with the idea of men wearing makeup. Post volume grew a healthy 8%, but sentiment remained strong at 70% positivity, revealing that the normalization of men's makeup is gaining steady cultural traction. This finding surprised us, considering the country's rightward swing in terms of traditional gender roles (something we've written about before in this brief).
A significant current within the conversation centers on men using makeup as a tool for personal expression, confidence, and identity exploration. Posts describe everyday men "trying," "starting," or "deciding" to wear makeup—often as part of broader self-discovery. This narrative isn't about glam for glam's sake—it's about refining how men see themselves and want to be seen. Makeup is a visual language of authenticity, enhancement, and care.
Figure 10: Top Topics Around Male Makeup Personal Expression (October 2, 2024 through March 17, 2025); Infegy Social Dataset
But stepping out with a full face isn't always easy. Many men share mixed experiences wearing makeup in public or professional settings. While celebratory moments like weddings or performances are common entry points, others describe moments of discomfort, judgment, or surprise. Hashtags like #RealMenWearMakeup signal resistance to outdated norms and hint at a broader, more generational debate about where masculinity is headed.
Figure 11: Screenshot of Dancing With The Stars Performer's post With The Caption "Real men wear makeup"
Social listening reveals not just what people say but where culture is heading. Analyzing millions of real-time conversations allows us to track emerging behaviors, uncover unmet needs, and detect early signals before they hit the mainstream. For brands, this means staying ahead of consumer shifts: from skincare and beard care to makeup and masculinity, today's health and beauty conversations are more personal, visual, and expressive than ever. Whether in product development, strategy, or marketing, this insight helps you act confidently, as you're not guessing what your audience wants. You're listening to what they're already telling you.