Male grooming is booming. Here’s why

CNN
—

Male grooming is booming. According to data compiled by market insights firm Statista this year, the global male grooming market is expected to be worth $115 billion by 2028, up from nearly $80 billion in 2022. The same market is expected to be worth $74.8 billion by 2021. So what’s in behind growth?

As a kid in the 90s, I vividly remember the one-size-fits-all approach to male personal care products sold during the first men’s care boom when Gillette was in power, soccer star David Beckham was everyone’s favorite metrosexual and serums were a blink of an eye. an industry obsessed with the three-step regime.

Products laden with intensely masculine scents invariably come in black packages, perhaps with flashes of neon yellow, blue, or green, and multi-function-in-one messaging is prevalent. The assumption is that men know and think little about feminine self-care measures, focusing on comfort above all else.

Today, thanks to shifting ideas of masculinity, the prevalence of social media and a slew of new poster boys daring to perpetuate the notion that it’s okay to embrace self-care and, in turn, self-expression as a man, new potential is exciting. the growth in the men’s grooming landscape has been exponential.

Beyond the various paradigm shifts, however, the growth of men’s care has also been aided by a wider spread of education on the topic, according to dermatologist Dr. Maryam Zamani. Men’s grooming has seen a substantial expansion as men are better educated in understanding skin issues and consequently use products that better suit their needs, he said by email. The skin care industry is also helping to educate men on what products they should use in their regimen.

Brands, in turn, are becoming smarter in how they market to men, highlighting active ingredients and product efficacy while avoiding hyperbole and overly masculine packaging. Consider the success of The Ordinary, a brand that sells affordable, one-ingredient products in genderless packaging. Ordinarys’ parent company, Deciem, posted a profit of $460 million in 2021, and several 38.68% of its website visitors are maleaccording to digital data agency Similar Web.

It’s true that men are becoming more aware of the importance of taking care of their skin (and more open to investing in it), says dermatologist Dr. Stefanie Williams by e-mail. But they stay skin minimalist, using core, evidence-based products like retinoids with added benefits.

According to Dr. Caroline Brooks, founder of The Glass House, a Dubai-based inclusive salon and spa, the most significant growth areas in the men’s grooming industry are hair styling, personalized grooming kits and beard grooming. Men invest Again in products like oils, balms, and conditioners to keep facial hair healthy and stylish, says Brooks. This trend was fueled by the desire for a rugged but polished appearance, and the notion that a well-groomed beard enhances masculinity and self-confidence.

However, it is skin care that dominates, with the sector making up most of it 45.6% of the global male grooming market. Men recognize the importance of proper skincare and are embracing cleansing, moisturizing and anti-aging products, says Brooks. This trend is driven by various factors, including increasing awareness of the benefits of skin care and changing societal norms that encourage men to take care of their appearance.

In China, a market where famous young men stare at the public from billboards with visibly glowing skin, the men’s skincare market is also booming, Tiffany Ap reported recently to Fashion Businesswith market analyst Foresight Industry Research estimating a value of more than 20.7 billion yuan ($2.9 billion) in 2026, up from 12.5 billion yuan ($1.7 billion) in 2020.

Underlying this growth is a strong upward trend for sports and exercise, Ap wrote. During last year’s Covid-19 lockdown, skin care became more of a focus for both men and women, and since the lifting of restrictions there has been a strong desire to get fit and enjoy self-care. As a result, many brands are educating consumers about pre- or post-workout skin care routines, focusing on cleansers, anti-acne products, or products that contain SPF.

When it comes to the influence of social media on the growth of male grooming, TikTok is in the lead. One need only scroll through the app to find countless get-ready-by-me videos that focus on men and how-to guides to achieve the latest haircuts, such as the Tikok-driven e-boy renaissance taking a contemporary take on the mid-boy section. the band that dominated the 90s.

According to industry publications Cosmetics Business, there was a 389% year-on-year increase in TikTok video views around men’s skincare search terms such as #menskincare (462 million) and #mensskincareroutine (28 million), while the hashtag #mensgrooming received 1.9 billion views. On Instagram, the last hashtag has been used in about 3.2 million posts.

Social media’s influence on beauty standards significantly influences men’s approach to cosmetic and skincare treatments, says dermatologist Dr. David Jack. With the rise of Instagram and TikTok, where looks are heavily emphasized, I find younger men are becoming more conscious of their appearance and are increasingly seeking cosmetic procedures to enhance certain features.

One notable trend that is gaining popularity is the use of Botox and fillers, particularly in the jawline area. In recent years, I’ve seen a significant increase in the proportion of men booking treatment at my clinic. Indeed, our most recent audit showed that men constituted 32% of our patient group.

The American Society of Plastic Surgeons has reported that in the last 20 years, there has been a 99% jump in men receiving injections, which The Plastic Surgery Clinic defines as non-surgical, minimally invasive treatment that can improve your appearance in a very big way. smooth and natural.

Cosmetics for men are also steadily increasing in popularity. Data published by Ipsos in March 2022 shows that 15% of heterosexual men aged 1865 in the US currently use men’s cosmetics and make-up; and an additional 17% would consider using it in the future.

Thanks to the boundary-breaking work of brands like Pleasing, created by Harry Styles to sell genderless nail polishes, and the men’s-only make-up lines from Chanel and War Paint, the new frontier of the men’s grooming empire looks only likely to expand.