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This article was originally published in Cosmetics Business’ Men’s Grooming Trend Report. Receive your copy here
Despite the silver fox appeal of Harrison Ford and George Clooney, studies show that the anti-grey hair care market has grown by 154% over the past year, placing a focus on preventative hair care solutions rather than a quick fix [source: Glimpse].
Anti-grey hair serum specifically is growing fast on Google Search, where it is showing >1000% year-over-year growth [source: Spate]. Social media platforms and digital beauty content have become powerful demand drivers in the global hair and scalp care market, significantly shaping consumer awareness and purchase decisions.
Meanwhile, grey hair remains at the centre of many men’s grooming and age-related concerns: A survey by Talker Research and Just for Men, conducted between 3- 9 December 2025 found that 65% of men wish they could prevent grey hairs from occurring as they age.
Advancements in cosmetic chemistry, such as patented peptide-based formulas, are creating new pathways for tackling age-related changes without aggressive chemical treatments, temporary hair dyes or costly supplements.
The longevity shift observed in skin care is also extending into hair care with the global anti-ageing hair care product market expected to grow at a CAGR of around 6% by 2032, with the scalp care market projected to reach nearly US$80bn by 2032 [source: Statista].
Male hair care brand Just for Men recently conducted a survey of over one thousand Gen Z and millennial men to uncover that 68% of men care more about their appearance today than they did five years ago, while nearly 60% emphasised that they’re concerned about signs of ageing.
This further hones in on the idea that men are progressively shifting from basic hair care usage toward targeted solutions addressing these concerns.
But what actually causes hair greying?
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