Baby vs. Men’s Skincare: A Regional Market Share Breakdown Across the United States

When you walk through the aisles of skincare and personal care products in any major retailer today, you’ll notice something interesting: two categories that once felt worlds apart are now rising side by side—baby skincare and men’s skincare. While baby products have always had a stable place in the U.S. market, demand for men’s grooming and skincare has surged dramatically in recent years. This shift has created an intriguing landscape, where brands are competing—not directly for the same consumer, but for space, visibility, and influence.

Across the United States, the market shares of baby skincare and men’s skincare vary significantly by region, shaped by demographics, lifestyle trends, cultural norms, and income patterns. Understanding these variations paints a clearer picture of how brands position themselves and what consumers prioritize in different parts of the country.

Northeast: A Balanced Demand Driven by Urban Lifestyles

The Northeast, known for its dense urban centers like New York, Boston, and Philadelphia, reflects one of the most balanced market shares between baby and men’s skincare. Families in these cities tend to prioritize premium, dermatologist-tested baby products, often influenced by pediatric recommendations and clean-label trends. At the same time, the growth of the male grooming movement—fueled by office culture, personal branding, and social influence—has pushed men’s skincare into mainstream acceptance.

Here, men’s skincare sells strongly in retail spaces such as Sephora, department stores, and curated concept shops, especially products related to anti-aging, hydration, and nighttime routines. Meanwhile, baby skincare retains steady sales through pharmacies and big-box stores. The result is a region where neither category overwhelmingly dominates, but both grow parallel to one another with healthy momentum.

South: Baby Care Dominates, but the Gap Is Narrowing

In the South, particularly states like Texas, Georgia, Florida, and North Carolina, the baby skincare category holds a stronger market share than men’s skincare. Higher birth rates and larger families contribute to consistent demand for baby lotions, creams, and bath products. Traditional brand loyalty plays a major role here—generations of families often trust long-established baby care brands, creating repeat purchases and strong brand retention.

That said, the rise of men’s grooming culture—accelerated through social media, gym culture, and influencer marketing—is narrowing the gap. Younger southern consumers are increasingly purchasing beard oils, facial cleansers, SPF creams, and anti-shine products. The category is not yet overtaking baby skincare, but it is experiencing faster growth year over year, signaling a long-term shift in consumer priorities.

Midwest: Practical Purchases and Slow but Steady Growth

The Midwest market tends to be pragmatic and value-focused. Here, baby skincare has historically held a larger share due to the region’s strong family-oriented communities. Families in states like Ohio, Michigan, Minnesota, and Iowa prioritize gentle, affordable, and effective baby products, often gravitating toward hypoallergenic and fragrance-free formulas.

Men’s skincare, while still lagging behind baby care in market share, is growing at a steady pace. The trend is fueled largely by younger consumers and expanding retail availability in budget-friendly chains. Subscription grooming kits and online shopping have also helped bridge accessibility gaps in more rural areas. While the Midwest won’t be the fastest-growing region for men’s skincare, its consistent upward trend is hard to ignore.

West Coast: Men’s Skincare Takes the Lead

If there’s one region in the U.S. where men’s skincare has surpassed baby skincare in terms of market share growth, it’s the West Coast. California, Washington, and Oregon lead the nation in men’s skincare adoption. Consumers there have long embraced wellness, self-care, and ethical product choices—making it the ideal environment for men’s products to flourish.

The focus on clean beauty, eco-friendly packaging, and cruelty-free formulations resonates strongly with West Coast buyers. Men in these states are more likely to maintain multi-step routines, invest in premium brands, and pay attention to ingredients. While baby skincare is still a robust category, the explosive Men’s Skincare and Beauty Boom is particularly noticeable here due to influencer culture, tech-driven lifestyles, and the region’s openness to global beauty trends.

Mountain States: A Growing Market with Outdoor Influences

In states like Colorado, Utah, and Montana, baby skincare sees moderate but stable demand, mainly rooted in young families and health-conscious communities. Men’s skincare, however, is rapidly growing due to lifestyle factors. The outdoor-heavy culture of these regions—skiing, hiking, climbing, and exposure to high altitudes—naturally increases the need for sun protection, hydration, and skin repair products.

Brands capitalizing on outdoor lifestyles perform especially well among male consumers here. Although the overall population is smaller than coastal regions, the market’s growth potential is undeniable.

How National Trends Tie It All Together

Across the United States, the dynamic between baby skincare and men’s skincare reflects a broader shift in consumer behavior. While the global baby skincare market remains steady and dependable due to consistent demand from families, the unprecedented rise of male grooming has created an entirely new frontier for beauty and wellness brands in the U.S.

As societal norms evolve and personal care becomes more universal, the lines separating traditional gender-based categories continue to blur. Whether it’s a father adding a moisturizer to his daily routine or a mother choosing premium organic products for her baby, the U.S. skincare market is becoming increasingly nuanced—and increasingly competitive.

The Bottom Line

Baby skincare remains a strong, stable category across most of the country, especially in regions with larger family populations. Men’s skincare, on the other hand, is the rising star—expanding quickly, particularly on the coasts and in regions driven by wellness and lifestyle trends.

Both markets will continue growing, but each region reveals its own story. Where baby care anchors tradition, men’s skincare fuels transformation. And together, they shape a U.S. skincare landscape that is more diverse, innovative, and consumer-driven than ever before.