Why men care more about grooming now than before

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

DO YOU CARE MORE ABOUT YOUR APPEARANCE THAN YOU DID A FEW YEARS BACK?

NEW RESEARCH HAS REVEALED THAT A MAJORITY OF MEN ARE PAYING CLOSER ATTENTION TO THEIR APPEARANCE THAN EVER BEFORE.

ACCORDING TO A POLL OF 2,000 MEN AGED 25 AND OLDER BY JUST FOR MEN, 68 PERCENT OF THOSE POLLED CARE MORE ABOUT HOW THEY LOOK TODAY THAN THEY DID FIVE YEARS AGO.

SIMILARLY, 70 PERCENT OF MEN WILL TURN TO SOME SORT OF OUTSIDE HELP IN ORDER TO SLOW DOWN AGE-RELATED CHANGES.

FOR SOME, THIS MEANS SKIN SERUMS OR LOTIONS TO TREAT WRINKLES (24%), SPECIALTY SHAMPOOS AND CONDITIONERS FOR THINNING HAIR (23%) OR EVEN CHANGING THE WAY THEY STYLE THEIR HAIR (22%).

CONDUCTED BY TALKER RESEARCH, RESULTS FOUND THAT ONLY 37 PERCENT OF MEN OPT FOR TRADITIONALLY CONVENIENT ‘2-IN-1’ PRODUCTS AND INSTEAD ARE OPTING FOR MORE PERSONALIZED ROUTINES THAN EVER BEFORE.

IN FACT, 61 PERCENT OF MEN POLLED BELIEVE THEY TAKE MORE CARE IN THEIR GROOMING THAN OTHER MEN THEIR AGE.

HOW ABOUT YOU? DO YOU TAILOR YOUR ROUTINE TO BOOST YOUR APPEARANCE?

Research methodology:

Talker Research surveyed 800 American Gen Z men at least 25 years old and 1,200 American millennial men, who have access to the internet; the survey was commissioned by Just for Men and administered and conducted online by Talker Research between Dec. 3 and Dec. 9, 2025. A link to the questionnaire can be found here.

To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.