LÉTUAL men’s sales rise 10% as skincare basket value grows

By Olga Nikitina

Men’s cosmetics and perfume sales at LÉTUAL increased 10% in January–September 2026, compared with the same period of 2025. LÉTUAL’s press service reported that some individual categories increased severalfold, as demand accelerated across grooming, fragrance and personal-care formats.

Where did demand grow fastest?

The sharpest rise came in perfumed shaving gels, where demand increased almost ninefold. Purchases of men’s hair sprays rose sixfold, while face mists and bath-and-shower sets increased fourfold. The retailer did not publish absolute unit or revenue figures for these categories, so the multiples cannot be converted into sales values.

The overall increase did not displace the category’s established best sellers. Shower gels, roll-on deodorants and shampoos remained the most sought-after products among male customers. Face creams also entered the top five categories for men, while the same products ranked seventh in women’s purchasing.

What drove higher spending?

Over the nine months, the average basket value in men’s facial care—the average amount spent per purchase—rose 64% in LÉTUAL’s online store and 39% in physical retail. Online basket growth therefore outpaced the increase recorded in stores. The figures measure spending per transaction, not total category revenue.

Repeat-purchase rates, meaning the share of customers who return to a category, stood at about 17% for face care, 18% for hair care and approximately 25% each for body care and perfume. Body care and perfume posted the strongest repeat rates among the categories disclosed.

LÉTUAL presented the results through category sales, basket value, repeat purchasing, buyer profiles and loyalty usage. These measures answer different questions.

Category growth shows where demand moved, average basket value shows how much each purchase contributed, and repeat rates show how many customers returned. LÉTUAL gave no absolute sales base, so the percentages cannot be converted into revenue or unit estimates.

Who is buying?

Despite stronger interest from men, women remained the main purchasers of male cosmetics and fragrance, accounting for 76% of purchases; men accounted for 24%. Over the year, the number of men buying such products independently increased by approximately 4%.

The most active male customers were aged 35 to 44. Around half of men sought help from store consultants when choosing face-care products, perfume and gifts.

The 4% increase measures independent male buyers, not the male share of purchases. The latter stood at 24% in the reported period.

How did loyalty engagement change?

Participation in LÉTUAL’s loyalty program increased among men. The share using at least one program feature rose from 50% to 60%.

• Points at checkout: 40% of men, up from 35% a year earlier.
• Promotional codes: 25%, up from 20%.

Both specific measures increased by five percentage points year on year. The broader measure of using any loyalty feature rose by ten percentage points, from 50% to 60%.

What does the growth change for LÉTUAL?

For LÉTUAL, the practical change is a higher-value online facial-care basket, a larger pool of men buying independently and deeper use of loyalty benefits. Women still account for 76% of purchases.

The company expects demand for men’s cosmetics to continue growing over the coming years, led by face care, hair care and scalp care. Those three categories sit at the center of the retailer’s near-term category outlook.