Men’s Grooming, Self-Expression Will Lead Trends in 2027

Enthusiastic unboxers with firsthand knowledge of their revered personal care products will continue to drive beauty purchase decisions. Men who operated on autopilot regarding personal care routines will continue to shift from obligatory and functional to personalized and intentional.

All these behaviors will continue to shape culture well into 2027, according to Dana Medema, president of North America, Revlon.

Medema sat down with Happi to discuss how the intersection of performance, health and wellness, and accessibility will shape beauty innovations in the new year.

Happi: What is it about the Gen Z demographic that makes them on the cusp of becoming beauty’s most influential consumer groups?

DM: Gen Z is redefining influence in the beauty industry because they view beauty as an extension of self-expression, wellness and individuality. Having grown up with unprecedented access to beauty content, education and community through social media, they are highly informed consumers who actively research products, ingredients, trends, and recommendations before making purchasing decisions.

This generation also values authenticity and personalization, seeking products, routines, and brands that align with their unique needs, identities and values. As a result, they are often early adopters who help shape broader consumer behavior and drive cultural conversations around beauty.

Perhaps most importantly, Gen Z doesn’t just consume trends, they create and amplify them. Their willingness to share experiences, recommendations, and product discoveries online gives them an outsized influence on beauty trends and purchasing decisions across generations.

Revlon has continued to evolve alongside these changing consumer behaviors. A recent example is the launch of Ice Spice’s In Ha Mood fragrance, which was unveiled through a TikTok Shop Live co-hosted by Ice Spice on Ulta Beauty’s channel. Activations like this reflect how beauty brands are increasingly meeting consumers where they discover, engage with, and shop for products in real time.

Happi: When did men’s grooming begin to evolve across categories, and what sparked the change in men to desire and commit to multi-step routines?

DM: Men’s grooming has evolved significantly over the last few years, shifting from a predominately functional routine to one that embraces more personalized, multi-step routines. According to Pinterest, in 2026 alone, hair trend searches are up 1,154% as men fine-tune shape and texture as a part of their routine. Men are also creating personal statement scents, with fragrance wardrobe searches up 159%.
The evolution began with the growth of premium shaving, beard care and grooming categories, which introduced many men to specialized products designed to deliver better results. As consumers became more familiar with customized solutions, they grew more comfortable incorporating additional steps into their routines and exploring new categories beyond basic grooming essentials.

At Revlon, we’ve supported this evolution through brands like American Crew, which has spent decades serving male consumers. Since 1994, the brand has helped shape the category through high-performance products, innovation and education, empowering professionals and consumers alike to look and feel their best.

The growth of quality products has played a role, but so has the rise of social media, where men are increasingly sharing and learning about how to optimize their self-care and grooming routines. These channels are encouraging male consumers to become more intentional and educated about the products they choose, seeking solutions tailored to their individual needs and lifestyles, and opening their minds to multi-step routines.

Happi: Why is self-expression taking center stage for men, particularly the ones who don’t wish to be lumped into that cookie-cutter version of the modern man, and what is fragrance and styling’s role in helping break barriers when it comes to men’s grooming?

DM: We’re seeing today’s consumers, particularly younger men, move beyond traditional definitions of masculinity and become much more comfortable embracing individuality. Rather than following a prescribed idea of what a man should look like or how he should present himself, they’re taking a more individual approach to grooming and choosing products that help them reflect who they are.

Through American Crew, we’ve had a front-row seat to that evolution. One trend that stands out is how hair has become a true passion category for Gen Z, with younger consumers investing more time, attention, and resources into achieving their desired look.

Fragrance is undergoing a similar transformation. Men are becoming more intentional about scent, choosing fragrances that reflect their mood, preferences, and personal style rather than relying on traditional expectations of what masculine fragrances should be. Increasingly, fragrance is being viewed as a form of self-expression.

What makes styling and fragrance particularly powerful is that they allow consumers to communicate something about themselves without saying a word. Whether it’s experimenting with a new hairstyle, curating a signature scent, or adapting their look for different occasions, these choices give men the freedom to express individuality in ways that feel authentic and personal.

Happi: Speaking of fragrance, Revlon has signed a second global licensing agreement with Iconix International Inc. to develop and launch the first fragrance collection for Salt Life early next year. Would you consider this Salt Life collection unisex, and what comprises the scent and the lifestyle and how does that reflect the vibe for 2027?

DM: Yes, the Salt Life fragrance collection is designed to be unisex. At Revlon, we’re always looking for opportunities to translate compelling brand stories into meaningful fragrance experiences, and Salt Life’s broad appeal made it a natural fit for that approach. Salt Life has built a strong connection with consumers through its coastal, outdoor lifestyle, and we’re excited to bring that spirit to life through a fragrance collection that captures a sense of freedom, relaxation, and enjoyment while appealing to a wide range of consumers.

Fragrance has a unique ability to transport people to a specific place, feeling, or memory, and I think consumers will continue to gravitate toward scents that evoke a sense of nostalgia and connection. I’m excited about the opportunity for Revlon to bring that experience to life through a collection that captures the spirit of coastal living while offering something that feels modern, inclusive, and relevant to today’s consumer.

Happi: Is there a formula for the ‘right’ marketing strategy to today’s male consumer?

DM: I don’t think there’s a single formula for reaching today’s male consumer. What matters most is listening to consumers wherever they’re engaging, whether that’s social media, digital communities, in-store, or online retailers and using those insights to understand how their needs and expectations are evolving.

It’s also important to balance innovation with authenticity. Brands like American Crew have earned trust over decades by consistently delivering high-quality products and expertise for men, and that heritage remains incredibly valuable. At the same time, today’s consumer expects brands to meet them where they are, and modernize, so it’s about striking the right balance.

I believe successful marketing is about showing up organically in the spaces your consumers already care about. Consumers don’t think in categories, they engage with culture, passions, and communities. For example, we recently aligned a consumer-facing activation with the FIFA World Cup, intentionally participating in a moment that resonated with our audience. Rather than focusing solely on grooming, we became part of a broader conversation around sports, style, and culture, creating connections that felt natural and relevant rather than promotional.

Ultimately, the most effective marketing meets consumers where they are while staying true to the brand’s heritage, expertise, and purpose.

Happi: Peering into the future, why do you believe innovation in beauty will be largely driven by men with respect to the current intersection of unisex fragrances and the evolution of longevity as it now relates to wellness, gym, athlete and gaming cultures?

DM: Beyond gender, I think that innovation in beauty is going to continue to be influenced by the intersection of performance, health & wellness and accessibility. Consumers are becoming even more discerning about the beauty products that they use. They truly want products that help them look and feel better longer, but at price that is still accessible. There is also no one beauty consumer, so innovation must feel tailored to the consumer that we are serving. Men’s needs are changing fast and they are demanding more tailored solutions which will have an outsized impact in the beauty category.