Men in Russia have started buying cosmetics themselves more often: demand up 10%

Men's beauty routines are expanding

Men in Russia have begun buying cosmetics on their own more often and expanding their set of daily skincare products. This was reported to Gazeta.Ru by analysts of the L'Etoile chain. According to their data, from January to September 2026, demand for men's cosmetics and fragrances grew by 10% compared with the same period last year. Individual categories showed the most noticeable growth: interest in men's hair sprays increased sixfold, and in face mists fourfold.

What is changing in the structure of purchases

The core of the men's cosmetics basket remains the same: shower gels, roll-on deodorants and shampoos are bought most often. However, face cream has already entered the top five most in-demand products among men, whereas among women it ranks only seventh. Spending on facial care has also grown: the average bill over nine months increased by 64% online and by 39% in retail stores. Repeat purchases account for about 17% in the facial care category and 18% for hair care; customers most often return for body products and fragrances — about 25% each.

Who buys and how they choose

Despite the expansion of men's routines, cosmetics for men are still more often bought by women: they account for 76% of purchases, men for 24%. At the same time, over the past year the number of men buying skincare products and fragrances themselves increased by about 4%. The most active age group among both sexes is people aged 35 to 44. According to analysts' estimates, roughly every second man consults store specialists, most often when choosing facial products, a new fragrance or a gift. Engagement in the loyalty program is also growing: the share of men who used at least one of its features rose over the year from 50% to 60%, 40% use points when paying versus 35% a year earlier, and promo codes — 25% versus 20%.

Forecast and context

According to L'Etoile's forecast, in the next couple of years the men's beauty market will continue to develop toward a simple but more complete daily routine: cleansing, moisturizing and sun protection may become as habitual as shaving or using deodorant. The article also refers to an earlier publication in which a doctor explained which cosmetics, in her opinion, are not worth spending money on. Note that the figures cited are based on the analytics of a single retail chain and reflect its own sales, not the entire market.