The men’s grooming category — running alongside a broader skincare shift toward longevity — has been quietly building for years, and industry watchers are now calling 2026 its breakout year — sometimes nicknamed the “manissance.” Here’s what’s actually driving it, category by category.
“Beast mode” body care — body care aimed specifically at men is expanding fast, moving past the old “one bar of soap” default into dedicated washes, moisturizers, and exfoliants formulated for thicker, oilier skin types. Necessaire The Body Wash is one of the more talked-about entries in this space.
“Bro brows” — eyebrow shaping and grooming services aimed at men have moved from niche barbershop add-on to a genuine trend, following the same “groomed but not obviously done” aesthetic that’s been driving men’s skincare for a few years now.
Solid colognes — a format shift as much as a scent trend: solid colognes travel better, don’t count as a liquid for carry-on luggage, and apply more precisely than a spray. Malin+Goetz Solid Cologne is one of the category’s most established picks.
Anti-grey hair serums — products specifically targeting premature greying are a new category rather than a repositioned old one. Nuxe MEN [BOOST]3 is one of the named launches driving this trend, aimed at men’s overall hair and scalp health alongside pigment support.
Workout recovery products — as fitness-focused skincare and recovery tools (foam rollers, percussion massagers, recovery balms) cross over from athletes into everyday grooming routines, products like Theragun Mini are increasingly being framed as a grooming-adjacent purchase rather than a pure fitness one.
The bottom line: none of these five trends are really about vanity — they’re about men’s grooming finally getting the same category-specific product development that’s existed in women’s skincare and haircare for years.
Sources: Cosmetics Business — Top 5 Men’s Grooming Trends of 2026
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