While there’s no shortage of stories about young women obsessing over skincare and hoarding anti-aging products, Gen Z men may be the most overlooked demographic in the beauty industry, especially in the realm of hair care.

According to a 2024 study by Hims, 84% of Gen Z men would go to great lengths for better hair, compared to 78% of Gen Z women with the same sentiment. Additionally, Gen Z men are more enthusiastic about their hair than their older counterparts: 90% view their hair as one of their greatest assets, compared to 83% of Millennial men and 63% of Gen X men.

7 Ways Hair Matters for Gen Z Men

1. Hair Stress is Real

Gen Z men are surprisingly stressed about their hair, even more so than about the upcoming presidential election. According to a survey, 15% of Gen Z men stated that their hair is their top stressor, which is twice as many as those who mentioned the presidential election (7.5%). Hair stress outpaces concerns about their ex, climate change, and even existential fears, each tied at 12%.

2. Hair Care Spending is High

Gen Z men are putting their money where their hair is, spending an average of $593 annually on hair care. That’s 34% more than their female counterparts, who spend $425. This investment goes towards products like vitamins and supplements aimed at improving hair health, with 39% of Gen Z men using these products compared to 30% of all survey respondents. Additionally, 38% of these young men have tried hair growth products, showing a keen interest in maintaining and enhancing their locks.

3. A Great Hair Day Over Going Viral

For Gen Z men, a perfect day starts with a good hair day. In fact, they value having a great hair day 50% more than the chance to go viral (14% vs. 9%). It’s also considered better than having an inspiring idea (13.5%), losing a few pounds (13%), getting an unexpected day off (10%), or even receiving positive news updates (9%).

4. Hair Maintenance Takes Time

When it comes to daily grooming, Gen Z men are outpacing women. They dedicate about 44 minutes each day to their hair care routine, 35% more time than women, who spend around 32 minutes. Impressively, a third of these young men spend 30 minutes to an hour on their hair, and 15% of them spend over an hour each day styling and caring for their hair.

5. Prioritizing Hair Over Food

A surprising 38% of Gen Z men would choose good hair over good food, which is higher than the 31% of Gen Z women and 28% of the general population who feel the same. While the majority still prefer good food, this demographic is the most likely to prioritize their hair over their meals. In comparison, only 30% of Millennial men and 21% of Gen X men would make the same choice.

6. First Impressions Start with Hair

Hair is the first thing Gen Z men notice about others, more so than any other demographic. A whopping 84% agree that someone’s hair is the first thing they notice, compared to 74% of the general American population. They tend to be attracted to people with mid-length (37%) or long (35%) hairstyles, and they prefer a clean-shaven look (57%) over a full beard (43%).

7. Good Hair Equals Better Performance

Good hair days don’t just boost their mood; they can also impact their performance at work. A significant 65% of Gen Z men say that their hair has a major impact on their day, compared to 54% of Americans overall. Furthermore, 93% of these men believe that having good hair benefits their life in some way, with 21% saying it improves their mental health, 18% noting it inspires them to exercise more, and 16% feeling it enhances their job performance.

Data & Methodology

This study is based on responses from a 5,504-person online survey, which included 5,000 respondents aged 18 to 65 from the top 50 metropolitan areas (100 respondents per city) and an additional 504 respondents for a nationally representative sample. Fielded in May 2024, the survey results were analyzed across over 100 demographic and psychographic variables, such as gender, age, race, relationship status, sexual orientation, and political affiliation.

The study was conducted and analyzed by an independent research firm, Culture Co-op. For questions or more details about the study, contact

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3 Tips for Healthier Hair

1. Eat a Balanced Diet
   Your diet significantly impacts hair health. Consuming foods rich in vitamins and minerals, such as omega-3 fatty acids (found in fish), vitamins A and E (from leafy greens and nuts), and biotin (from eggs and avocados), can strengthen hair and promote growth. A nutrient-rich diet can also help prevent hair loss.
2. Incorporate Scalp Massages
   Regular scalp massages may promote hair growth by increasing blood circulation to the hair follicles. Try using your fingers or a scalp massager for about five minutes a day to stimulate the scalp and enhance hair thickness.
3. Use Silk or Satin Pillowcases
   Switching to silk or satin pillowcases can reduce hair breakage and frizz. Unlike cotton, these materials create less friction, helping to preserve the hair’s natural oils and reduce damage while you sleep.