M&S targets growing men’s grooming market with new Autograph skincare and fragrance line

Marks & Spencer is expanding its beauty portfolio with the launch of a new men’s skincare, bodycare and fragrance collection under its Autograph label, responding to customer demand and rapid growth in the wider men’s grooming market.

The retailer, which continues to see robust performance across menswear - and Autograph in particular - said the move represents a significant opportunity to leverage its strength in both men’s fashion and gifting, especially as the festive season approaches.

The new range includes the Black Suede line of skincare essentials such as cleansers and moisturisers, alongside hair and body washes.

Two new fragrances, Velvet Musk and Black Suede, are available in the fragrance assortment, accompanied by gifting options such as a discovery set, fragrance duo, body wash and fragrance gift sets, an essentials kit, and a mini cleansing pair ideal for trial and travel.

James Mugford, Head of Beauty at Marks & Spencer, said: "I'm delighted to introduce Autograph Mens Grooming - a high-performing, stylish range of products across Bath & Body, Skin and Fragrance. I hope you love it as much as I do and try it yourself or give it as a great gift for the men in your life this Christmas!"

The grooming launch follows the British department store's recent innovation-led, refresh of its Autograph sub-brand and aligns with the retailer’s broader ambitions in menswear.

The so-called "Autograph effect" has become a driver of growth among younger shoppers. In FY25, 52% of Autograph customers were new to the sub-brand and 5% were entirely new to M&S.

Strengthening this momentum, the retailer also recently expanded its digital presence with the launch of M&S Man, a dedicated Instagram channel designed to deepen engagement with male consumers.

Marks & Spencer now aims to solidify its position as "the authority in men’s fashion", with the new Autograph men’s grooming range designed to extend this momentum into beauty.

With growing male interest in skincare and fragrance, the retailer is positioning itself to capture a share of one of beauty’s fastest-rising categories, just as gifting season begins.