Historically female-dominated, wellness is now a man’s world, too.
New man. The men’s health and wellness market could be worth $2.8T by 2030, up from $1.4T in 2024. Male beauty and personal care has become the biggest segment, with social media influencers normalizing self-care-motivated grooming for guys.
Dude abides. Pinterest reports men are cultivating “intentional” rituals and community through at-home hosting, analog hobbies, and personal wellness systems — with searches like “running club” (+749%), “vinyl listening room” (+407%), “hosting aesthetic” (+160%), “offline hobbies” (+551%), and “fragrance wardrobe” (+159%) reshaping their feeds.
Man down. More likely than women to be lonely, unemployed, and live with their parents, men’s health is hurting. Their suicide rates are up 25% since 2001, and the lifespan gender gap has grown from 4.4 to 5.9 years since 2016.
Reaching Washington, a bipartisan State of Men’s Health Act was proposed earlier this year, aiming to set up an Office of Men’s Health to study the issue.
Punchline: Unlike toxic looksmaxxing, guys embracing self-care and community is a good sign. As their silent struggles come to light, wellness has room to grow around men’s needs.
