Men's Health Spain Celebrates 20 Years of the Cuídate Awards

Men’s Health Spain marked the 20th anniversary of its Cuídate Awards with Spain’s most comprehensive survey on men’s cosmetics and treatments, plus an awards ceremony recognizing top performers across several beauty categories.

With nearly 8,000 respondents and 3,935 fully completed surveys analyzed, the results from this year’s study show that modern Spanish men are increasingly invested in looking and feeling their best. On average, participants were 42.7 years old, an age when many begin to recognize the first signs of aging, yet also one defined by balance, confidence, and self-awareness.

According to the study, most Spanish men begin noticing signs of aging around 35, though a growing number embrace proactive self-care. Personal care spending has surged, with the majority investing up to €80 monthly — particularly on facial creams, fragrances, and supplements. Online shopping now dominates the grooming market, overtaking traditional retail for the first time in 20 years.

The survey also shows that men’s motivations for self-care are shifting, with 41% aiming to look and feel better — a decline from previous years — while 31% now focus primarily on aging well. Most dedicate between 11 and 30 minutes daily to grooming, and the abdomen remains their biggest physical concern. Reflecting on the past, many said they would have joined a gym, adopted healthier habits, or started skincare and wellness routines earlier.

Lastly, Roberto Leal was named the celebrity who aged the best, earning 27% of the votes. At 46, the Pasapalabra and El Desafío host returned to the Men’s Health Spain cover in May 2025, showcasing his lasting commitment to fitness since his first cover in 2018. He was followed by Xabi Alonso, Andrés Velencoso, Antonio Banderas, David Bustamante, and José Coronado.