The Grooming Shift in Modern Masculinity: A Guide to Engaging Young Multicultural Men through Skincare and Fragrances

Skincare and scent are helping Young Multicultural Men set new standards for how they show up in the world. This guide breaks down what brands need to know—and do—to engage this audience with relevance and impact.

Men’s personal care is booming—and Young Multicultural Men are driving the shift. For them, grooming is central to identity, confidence, and cultural expression. To stay relevant, brands must show up where self-care, culture, and personal style come together.

Key Insight #1: Grooming Is No Longer Routine—It’s a Real-Time Expression of Influence and Aspiration 

Young Multicultural Men are reframing grooming as a pathway to self-improvement. Far beyond hygiene, skincare and scent are ways they express individuality, build confidence, and control how the world perceives them. Trends like looksmaxxing, aura, and rizz highlight how personal care feeds social capital. With digital tools, creators, and rituals at their fingertips, this audience is curating their style in real time, transforming everyday routines into acts of self-expression.

Brand Opportunities

• Position grooming as identity work, not vanity: ground messaging in confidence, culture, and individuality.
• Highlight digital fluency: embrace virtual try-ons, influencer collaborations, and creator-led content.
• Make grooming aspirational and accessible: use storytelling that celebrates self-expression and validates evolving masculinity. Show that skincare and scent are central to how real men show up today.

Download an excerpt of the report to explore key insights, brand opportunities, and segment-specific strategies.