In the ever-evolving world of fashion and beauty, a surprising trend has emerged among Gen Z men: the transformation of under-eye masks from mere skincare products to bold fashion accessories. The under-eye mask market in North America is part of the broader eye mask market, which encompasses a range of products aimed at addressing various eye care needs, including puffiness, dark circles, and dryness. The global eye mask market was valued at USD 2.00 billion in 2021 and is projected to grow to USD 3.21 billion by 2030, with a compound annual growth rate (CAGR) of 5.3% from 2021 to 2030 (Reports and Data). This growth is driven by factors such as the rising prevalence of dry eye disease, the increasing aging population, and the growing consumer awareness about the importance of skin repair and sleep quality.This development signals a shift in perceptions of masculinity and self-care, highlighting a generation that values both aesthetics and wellness.
Table of Contents
The emergence of under-eye masks in male fashion
The significance of self-care and masculinity
Market potential and audience engagement
The role of design and packaging in product appeal
The emergence of under-eye masks in male fashion
In the landscape of male grooming, under-eye masks have emerged as a novel accessory, marrying the worlds of skincare and fashion.
This trend is notably driven by Gen Z men, who are redefining traditional beauty narratives by incorporating these masks into their style repertoire. As a reflection of self-care and self-expression, under-eye masks have transcended their original purpose, becoming a statement piece in the process.
The significance of self-care and masculinity
The rise of under-eye masks among men signifies a broader cultural shift towards a more inclusive and expansive understanding of beauty and masculinity. This generation’s embrace of skincare products, once predominantly marketed to women, reflects a changing attitude that values well-being and appearance equally.
The concept of ‘male polish’ and the mainstream acceptance of men’s skincare routines underscore this evolution, with under-eye masks standing at the intersection of health and haute couture. Online retailers can capitalize on the merging trends of self-care and masculinity by offering under-eye masks as fashionable grooming essentials, appealing to modern men who value both wellness and style.
Market potential and Audience Engagement
With the global male grooming market projected to reach $110 billion by 2030, the potential for under-eye masks as a fashion-forward beauty product is immense. The market is segmented by material into gel, foam, cotton, and silk, with cotton holding the largest market share in 2023 due to its comfort, breathability, and suitability for sensitive skin (Dataintelo).
Gel eye masks are also noted for their substantial growth potential, attributed to their soothing and cooling effects, which are especially beneficial for reducing puffiness and dark circles under the eyes (Dataintelo). Social media trends, such as #MensSkincare and #EyeMasks, have garnered significant attention, indicating a ripe opportunity for brands to capture this burgeoning market. Brands are encouraged to explore creative partnerships and limited-edition releases to tap into the consumer’s desire for unique and selfie-worthy products.
The role of design and packaging in product appeal
The appeal of under-eye masks extends beyond their skincare benefits to their aesthetic and functional design.
Brands like Dieux and Jeumont Skincare have capitalized on this by offering reusable masks with eye-catching slogans and convenient packaging, making them a beauty accessory and fashion statement. This approach to design invites consumers to view these products as part of their lifestyle, bridging the gap between utility and luxury.
In wrapping up, the journey of under-eye masks from skincare essentials to quintessential fashion accessories encapsulates a broader cultural evolution towards embracing self-care and redefining masculinity for the modern man. This trend, spearheaded by Gen Z’s bold aesthetic choices and wellness priorities, presents a lucrative avenue for online retailers. By strategically aligning their product selections and marketing narratives with this emerging demand, they can not only cater to but also cultivate a discerning consumer base. As the beauty and fashion landscapes continue to merge, retailers who innovate in response to these shifts—prioritizing sustainability, design, and inclusivity—will undoubtedly lead the charge in shaping the future of male grooming.
