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- What you need to know
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WHAT CONSUMERS WANT AND WHY
- Men are interested in a wide range of personal care products, highlighting a broader trend towards self-care
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PRODUCT INNOVATION TRENDS
- Skin and haircare opportunities may shape the future of men’s grooming
- Graph 1: % of beauty and personal care launches featuring a male demographic claim, by category, 2021-26
- Men’s grooming launches focus on controlling sebum, reducing hair loss and intimate hygiene
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THE PATENT LANDSCAPE
- Men’s grooming patent publications have remained relatively stable over the last decade
- Graph 2: patents related to men’s grooming including skincare, haircare, intimate hygiene and odour control, 2016-26
- China leads in patent grants for men’s grooming
- Individual contributors dominate male grooming patents, not global brands
- Graph 3: top 10 organisations with granted patents related to men’s grooming including skincare, haircare, intimate hygiene and odour control, 2026
- Prioritise men’s skincare routines
- Moisturising and mattifying claims dominate men’s skincare launches
- Graph 4: % of skincare launches with a male demographic claim, that feature selected beauty-enhancing claims, 2021-22 vs 2025-26
- Men’s skincare launches feature soothing and anti-inflammatory botanicals
- Innovators tackle men’s skin concerns with ingredient blends that regulate sebum, reduce inflammation and boost hydration
- All-in-one skincare products with oil-controlling ingredients offer convenience with efficacy
- Combine pigments with skincare ingredients in men-focused launches
- Look for solutions to improve hair health
- Men’s shampoos combat dandruff by regulating oil secretion and address hair loss through fibroblast growth factors
- Patents reveal natural ingredients for men’s shampoos with antibacterial, cleansing and scalp-improving properties
- Enhance cellular activity and boost microcirculation in the scalp to help prevent baldness
- Use ingredients that stimulate growth factor production and reduce follicle inflammation to improve hair health
- Beard care and shaving formulas become more advanced
- Emphasise intimate hygiene and body odour control
- Incorporate pH-balancing ingredients and natural antibacterials into men’s hygiene product launches
- Formulate men’s intimate hygiene products with soothing and moisturising botanical extracts
- Use natural, non-endocrine-disrupting ingredients in odour control launches
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KEY TAKEAWAYS
- Key takeaways
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APPENDIX
- Research methodology
- Key patent examples for men’s grooming
Recent men's grooming patents focus on oil control, hydration and hairloss solutions, while intimate hygiene supports cleanliness, comfort and odour control.
Neha Srivastava, Senior Patent Analyst – Food & Drink and Beauty & Personal Care
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