Why Gen Z and Millennial Men Are Quietly Fueling the Wellness Boom
In July 2025, a Rolling Out feature titled “Why men are quietly spending big on wellness boom” by Miriam Musa highlighted a rapidly accelerating shift in male consumer behavior: younger men are spending heavily—but discreetly—on wellness. This isn’t a flash trend. It signals a deeper cultural reset around masculinity, health, and identity.
Redefining Masculinity Through Wellness
Younger generations of men—particularly Gen Z and millennials—are moving away from outdated stereotypes that equated masculinity with physical endurance and emotional stoicism. Instead, they’re embracing skincare routines, mindfulness practices, hormone therapy, mental health support, and personalized nutrition.
According to Musa’s article, male consumers are “reshaping how they view health, beauty and longevity.” Brands that used to cater exclusively to female audiences are now targeting men with sleek, gender-neutral packaging and performance-based messaging.
A Multi-Trillion-Dollar Shift
The wellness market was valued at $6.3 trillion globally in 2023. By 2025, it climbed to approximately $7.3 trillion, and it’s projected to top $10 trillion by 2030. A June 2025 report from McKinsey & Company notes that Gen Z and millennials now make up over 40% of the global wellness spend, with men contributing more than ever.
These consumers prioritize holistic well-being—encompassing emotional, spiritual, and mental health—over superficial fitness metrics. This has created opportunities across male-targeted beauty, biohacking, and mental wellness.
Where Men Are Spending—and Why
A few key categories are driving this surge:
- Skincare and grooming: Men are investing in retinol creams, facials, and anti-aging routines once considered taboo.
- Mental health: Therapy, meditation apps, and peer support platforms are seeing spikes in male engagement.
- Supplement stacks and longevity hacks: From personalized nootropics to gut health kits, the market is filled with male-branded optimization products.
Hims, AG1, Momentous, and even legacy fitness brands are expanding into these verticals. The influence of health-forward public figures like Andrew Huberman and Joe Rogan also plays a major role in reshaping the narrative.
See analysis on the rise of male-targeted wellness branding in Vogue Business
Cultural and Business Implications
The “quiet” nature of this male wellness boom is noteworthy. Unlike past fads that relied on status signaling, today’s consumers are private and purposeful. Wellness isn’t a lifestyle flex—it’s a personal investment. This opens the door for:
- Subscription-based, discreet delivery models
- Hybrid platforms combining telehealth, mental health, and fitness
- Gender-neutral marketing that sidesteps traditional masculinity tropes
Companies that ignore this shift risk missing out on a resilient, high-value market segment—even during inflationary periods. In fact, a recent report by Bank of America analysts emphasized that wellness remains “recession-resistant,” with younger men fueling much of its stability.
The Bottom Line
This wellness surge isn’t just about better skin or stronger abs—it’s a fundamental redefinition of how modern men approach aging, identity, and well-being. Brands, creators, and health professionals that want to stay ahead must recognize that the future of wellness is not only female-led, but increasingly male-powered—and proudly so.
For a more in-depth look at this trend, revisit Miriam Musa’s original piece on Rolling Out.
