More men are turning to beauty supplements to improve their skin, hair, and overall appearance, reflecting a growing shift in attitudes toward male self-care and wellness. Once considered a women’s market, the beauty supplement industry is rapidly expanding to meet rising demand from male consumers.
A Growing Market for Men’s Wellness
Beauty supplements—formulated to improve skin clarity, reduce hair loss, and support scalp and nail health—are no longer a female-only product. Men are now embracing these inside-out approaches to appearance, particularly as they seek science-backed solutions for concerns like acne, eczema, dandruff, and thinning hair.
According to data from market research firm Mintel, 50% of UK men identify as current or former users of beauty supplements, and 41% say they are open to trying them. Interest is especially high among younger men aged 18 to 34, with 81% reporting some level of engagement.
“This indicates a significant shift in what has traditionally been a female-dominated category,” said Shiyan Zering, Senior Beauty & Personal Care Research Analyst at Mintel. “The growing interest among men suggests normalization of supplement use and strong market growth potential.”
Global Patterns Suggest Lasting Demand
Research from GlobalData’s Q1 2025 survey, which included male respondents in 42 countries, supports this trend. Dr. Ahmad Khan, Senior Analyst at GlobalData, said 7% of men surveyed plan to start using dietary supplements, while 24% intend to continue and 16% will use them more often.
“These results have remained steady since 2023, indicating a consistent and growing interest in beauty-related supplementation among men,” Dr. Khan explained.
Retailers Report Rising Sales
Retailers are also seeing a shift. UK health chain Holland & Barrett has reported a 37% year-on-year increase in sales of male hair health supplements, alongside a 27% rise in men’s health supplements for fertility, prostate, bladder, and sexual wellness.
“This growth suggests men are becoming more proactive about their overall wellness, not just appearance,” said Jessica Pasco, Category Director for Vitamins and Supplements at Holland & Barrett.
Changing Views on Masculinity and Appearance
This cultural shift is also evident in customer behavior online. UK-based beauty retailer Face the Future has observed more male customers purchasing beauty supplements.
“Aesthetic health is no longer seen as only a feminine pursuit,” said Kimberley Medd, the company’s Customer Experience and Clinic Manager. “Today’s men are more comfortable investing in their appearance, understanding that looking good often boosts confidence and even professional success.”
According to Medd, men are also becoming more proactive about common aging concerns like fine lines, thinning hair, and dull skin. Social media influencers and wellness-focused content have played a key role in normalizing these habits.
Key Takeaway
The rising use of beauty supplements among men signals not just a trend, but a broader cultural change. As men increasingly value both wellness and appearance, the supplement industry is poised to meet new demands with tailored, effective products. Experts suggest the future of beauty is no longer gendered—it’s personalized.
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