He comes out of the bathroom, his skin shining and your expensive night cream still open on the edge of the sink. He claims to know nothing about care, but always finds, without making a mistake, the most luxurious pot on the shelf.
For many couples, the bathroom has become the discreet playground of male grooming. Face cream, lip balm, hardening masks, perfumes… these beauty products that men love to steal from us say a lot about their way of getting into skincare.
Why men are grabbing our beauty products
The phenomenon is also seen in the figures. The global market for men’s grooming products was worth $64.63 billion (around $59 billion) in 2025 and could reach $90.63 billion, or around $82 billion, in 2034, according to Fortune Business Insights.
Europe represents 36.50% of the sector, with 23.59 billion dollars, approximately 21.7 billion euros, in 2025. And then searches for male beauty jumped by 167% on Xiaohongshu, where 110,000 posts bear the title: men are increasingly taking charge of their routines.
These beauty products that they love to steal from us
In front of our shelves, their strategy is simple: grab the nicest cream. Comfortable texture, quick effect, reassuring scent… the moisturizer ticks all the boxes. As the magazine tells it, we hear them throwing, then or.
Lip balm follows, used in secret then nowhere to be found. Also come “good-smelling products”: gentle shower gels, scented scrubs, reassuring perfumes. Finally, they love treatments with a wow effect, like collagen masks that harden or formulas that tingle and transform under water.
Share your beauty products with a man without getting robbed
On paper, sharing seems ideal; In fact, it often means discovering your serum has been emptied, a jar has been improperly closed or a premium cream has been converted into a simple aftershave. When we know that women’s products cost on average around 15% more than men’s versions, the bill adds up quickly. The good idea is to compose a little dedicated routine, effective but affordable.
You can then keep gentle facial cleansers, a universal moisturizer or a soothing mask in common, and reserve a few essentials designed for thicker, shaved skin: a hyaluronic acid cream for a healthy glow, a niacinamide serum to calm post-shave redness, a gentle cleanser to limit breakouts. Mascara, pencil, balm in a pot, razor or toothbrush, however, remain strictly personal.
What are the beauty products that men prick most often?
Men especially borrow moisturizing face creams, healthy-looking serums, lip balms, scented shower gels and fun face masks.
What beauty products can you safely share with a man?
You can share a gentle facial cleanser, a simple moisturizer, some soothing serums and hydrating masks, if each person’s skin can tolerate them.
What beauty products are best to keep for yourself as a couple?
It’s better to keep eye makeup, potted lip balms, razors, toothbrushes and very targeted treatments to yourself.
