In recent years, the men’s grooming industry has experienced remarkable growth.
Market insights from Statista predict that the global male grooming market will reach a staggering $115 billion by 2028, soaring from almost $80 billion in 2022 and $74.8 billion in 2021. This exponential growth can be attributed to various factors that have reshaped traditional notions of masculinity, the dissemination of education on grooming practices, and the powerful influence of social media.
Additionally, brands have adapted their marketing strategies to appeal to a broader audience of men, paving the way for the future expansion of the men’s grooming empire.
The Evolving Concept of Male Personal Care
In the past, male personal care products followed a one-size-fits-all approach dominated by masculine scents and convenient packaging.Products laced with heavy “masculine” scents were invariably housed in black packaging — perhaps with flashes of neon yellow, blue or green — and the “multiple-functions-in-one” messaging was prevalent. The assumption was that men knew and thought little about the “feminine” act of self-care, with the focus therefore landing on convenience above all.
However, the shift in societal attitudes towards masculinity, bolstered by influential figures and social media, has encouraged men to embrace self-care and self-expression. This newfound acceptance has opened up exciting possibilities for growth in the male grooming landscape.
Educating Men on Skincare
Education on skincare plays a crucial role in the industry’s expansion. Men are now better informed about their skin concerns and are using products tailored to their needs. Dermatologists and the skincare industry have contributed to this growth by advocating for suitable products, allowing men to become more invested in their skincare routines.
Brands are becoming smarter in the way they market to men, lasering in on active ingredients and product efficacy while steering clear of hyperbole and overtly “masculine” packaging.
Smart Marketing and Product Efficacy
Brands are now employing more effective marketing strategies, focusing on active ingredients and product efficacy rather than hyper-masculine packaging. The success of brands like The Ordinary, with its genderless packaging and evidence-based products, exemplifies the changing landscape of male grooming. Brands’ increased intelligence in marketing has contributed significantly to the industry’s thriving growth.
Thriving Segments in Men’s Grooming
The men’s grooming industry has seen significant growth in various segments, with hairstyling, personalized grooming sets, and beard care leading the way. The desire for a rugged yet polished appearance has prompted men to invest in facial hair care products such as oils, balms, and conditioners. Nevertheless, skincare remains the dominant segment, with cleansers, moisturizers, and anti-aging products gaining immense popularity.
The Booming Male Skincare Market in China
China’s male skincare market is experiencing a substantial boom, driven by a strong focus on sports and exercise. With increased awareness of the benefits of skincare, many brands are capitalizing on consumers’ desire to take care of their appearance before or after workouts, emphasizing cleansers, anti-acne products, and SPF-infused items.
The Influence of Social Media
Social media platforms, particularly TikTok and Instagram, have played a pivotal role in promoting men’s grooming. TikTok’s popularity has led to an upsurge in male skincare-related content, significantly impacting men’s attitudes towards cosmetic treatments and skincare. The rise of Botox and fillers, along with an increasing interest in male cosmetics and makeup, reflects this influence.
The American Society of Plastic Surgeons has reported that in the last 20 years, there has been a 99% leap in men receiving injectables, which are defined by The Plastic Surgery Clinic as “non-surgical, minimally invasive treatments that can enhance your look in a very subtle and natural way.”
Cosmetics for men are also continuing to increase in popularity. Data published by Ipsos in March 2022 suggests that “15% of heterosexual men aged 18–65 in the US currently use male cosmetics and makeup; and an additional 17% would consider using it in the future.”
Thanks to the boundary-breaking work of brands like Pleasing, cooked up by Harry Styles to sell genderless nail polish, and dedicated men’s make-up lines from Chanel and War Paint, this new frontier of the men’s grooming empire looks set only to expand.
Conclusion
The men’s grooming industry is witnessing an extraordinary surge in growth, driven by shifting perceptions of masculinity, increased skincare education, smarter marketing, and the powerful influence of social media. As brands continue to break boundaries and cater to a more diverse audience, this new frontier in the men’s grooming empire holds great promise for further expansion.
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By NewYork News9 and GPT.
