Why Men Are Prioritizing Wellness in 2025: Insights & How to Support Them
Models backstage at White Mountaineering, Menswear SS25.
Photo: Courtesy of Francois Durand/Getty Images
Today, men's wellness is more than fitness or grooming—it’s a holistic cultural movement. Brands succeed when they align with evolving male identity, mindset, and values. Here's how to stay ahead.
Why Male Wellness Is Exploding Right Now
First, a new generation of men—especially Gen Z and millennials—is redefining wellness. Rather than muscle or status, they seek mental clarity, longevity, appearance optimization, and emotional resilience. That shift has fueled a multi‑trillion‑dollar market and opened doors for brands from Hims to Neuro.
Next, men now view grooming, skincare, supplements, sleep tracking, and self-care as natural parts of a balanced life. The personal care space for men has reached over $90 billion globally, with steep growth ahead.
What Brands Are Already Doing Well
Meanwhile, successful brands are tackling stigma head-on—creating products that feel pragmatic, goal-driven, and culturally relevant. Hims, AG1, Neuro, and Momentous speak openly about mental health, hair decline, sexual wellness, and aging. Using a mix of humor, frank dialogue, and influencer partnerships (from Joe Rogan to science personalities) helps them build trust.
Brand Strategies That Align with Male Wellness Culture
1. Practice Values-Driven Storytelling
First, consumers expect authenticity. Share your brand’s stance on mental health, clean sourcing, diversity, or sustainability. Host community events or support causes aligned with masculine wellness values—like stress resilience or financial well-being.
2. Offer Personalized & Data‑Driven Experiences
Also, men's wellness now demands personalization. Brands that layer blood testing, wearable data, AI coaching, and longevity supplements resonate strongly. Thinking like Hims or Healf, personalized blood‑based or wearable‑informed routines set brands apart.
3. Integrate Tech, AI & Wearables
Moreover, wearable devices and AI coaching tools are now mainstream. Men track sleep, stress, heart rate, and recovery. Brands that integrate with or power AI‑based services feel modern and holistic.
4. Embrace Holistic Health & Therapy
Further, brands must address men's mental and emotional needs—not just physical fitness. Yoga, breathwork, retreats, therapy apps, and barbershop-first-aid trainings are gaining traction. Partnerships between wellness and mental health platforms make sense.
5. Expand Grooming & Aesthetics Beyond Tradition
Likewise, the men’s aesthetic space is evolving. Skincare, non-surgical aesthetic treatments (like brotox), tinted moisturizers, and sensitive‑skin formulations are all becoming normal. Brands like Dr Squatch blend humor and premium quality to engage this new audience.
6. Offer Sexual and Hormonal Wellness with Care
Also, male sexual wellness and hormonal care—including ED treatments, testosterone support, and even sexual wellness devices—must be marketed responsibly. Avoiding toxic-masculinity tropes is vital. Transparency and medical validation build trust.
7. Prioritize Sustainability & Packaging Ethics
Meanwhile, eco-conscious men expect brands to reflect their values. Use recycled materials, transparent sourcing, low-waste packaging, and sustainable messaging to reinforce brand integrity.
8. Connect Through Community & Active Storytelling
Next, community matters. Whether through fitness clubs, Reddit conversations, live events, or mental health workshops, active engagement resonates far more than standard ads. Leverage user-generated content and practical storytelling.
Pitfalls to Avoid
Then, brands must steer clear of outdated stereotypes. Avoid macho posturing, performative inclusivity, or celebrity partnerships that echo polarizing ideologies. A partnership with Joe Rogan may boost reach—but can also bring blowback if not carefully vetted.
Also, excessive product claims without science—or ignoring inclusivity across skin tones, sizes, or experiences—can alienate your audience.
Snapshot: Tactical Positioning for Brands
Focus Area Brand Opportunity
Personalization & Tech Use AI and wearables to tailor wellness plans
Holistic Messaging Embrace mental health, grooming, and recovery together
Community Engagement Host events, partner locally, amplify user stories
Sustainability Eco-packaging, and ethical sourcing attract trust
Representation Show diverse, real men in marketing and content
Transparency & Authenticity Avoid toxic narratives; support health-advocacy
Looking Ahead: The Future of Male Wellness Brands
Finally, this isn’t just a trend—it’s a shift in how men view identity and self-care. Brands that succeed will be those that see wellness not just as product sales, but as lifestyle facilitation. Helping men build routines around sleep-maxxing, longevity, emotional resilience, and nutrition aligns brand value with how modern men perceive themselves.
Also, expect the next frontier of supplements and products to be rooted in cellular longevity—think NAD+, NMN, adaptogens, ancestral nutrition blends, and AI-driven recommendations.
Final Thoughts
In 2025, wellness for men means mental clarity, grooming, biohacking, and emotional well-being—all under one roof. Brands must combine tech, trust, cultural relevance, values, and education to resonate. By balancing product innovation with responsible marketing, they can help shape healthier and more empowered definitions of masculinity.
