Male Beauty Care Industry

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male beauty care industry

Have you noticed a considerable amount of male beauty care products popping up online and in the supermarket shelves off late? Well, there’s a good reason for that. As per a study by Allied Market Research, the expected size of the global men’s personal care market is set to hit a $166 billion mark by 2022, indicative of unprecedented growth over the years.

What are the reasons driving this growth, causing the industry to sky rocket? The most important factor here is the increased awareness amongst men, who are getting more conscious about how they look and draw confidence from being well-groomed. It also needs to be factored that their definition of ‘well-groomed’ has evolved from the use of mere shaving products and deodorants to that of an array of products like face scrubs, serums and even make-up products such as specially-designed bronzers.

A lot of this may have to do with the changing societal norms that deem self-care no longer as the exclusive territory of women and its idea ceasing to be a taboo for men. As a result, we see men finally shedding their inhibitions about skin care and unapologetically adopting skin and beauty care products to enhance their appearance.  

According to Andrew Stablein, research analyst at Euromonitor International, “In recent years, the notion that men can’t or shouldn’t be using skin-care products or caring more in general about all aspects of their appearance has been receding”.  One cannot ignore the role of social media here either.

Considering millennials happen to be the prime target market for most beauty and skincare products, social media has definitely contributed to the evolution of the men’s personal care market as we see it today. How? Well, in the pre-social media era, there wasn’t too much scope to seek advice on grooming, other than one’s own circle of friends and acquaintances. The advent of social media has opened up the world to a whole new set of people, across geographies.

There are a number of male social media influencers out there who are trying new grooming and skin care products and putting their reviews for everyone to see. It definitely drives other men to give these products a shot – it helps that the opinions comes from regular, relatable guys as it adds a certain level of authenticity to the opinion. A number of men’s personal care brands are roping in these influencers to put out their product reviews on social media for tapping into this rapidly emerging market.

The advent of social media has opened up the world to a whole new set of people, across geographies. There are a number of male social media influencers out there who are trying new grooming and skin care products and putting their reviews for everyone to see. It definitely drives other men to give these products a shot – it helps that the opinions comes from regular, relatable guys as it adds a certain level of authenticity to the opinion. A number of men’s personal care brands are roping in these influencers to put out their product reviews on social media for tapping into this rapidly emerging market.

Viewing this as a great opportunity, beauty and skin-care brands are cashing in on the trend. Last year, fashion conglomerate, Chanel became one of the early brands to jump on the trend by launching its very first, skincare and cosmetic line, “Boy De Chanel”exclusively for men. But not just high-end designersmass brands too are doing their bit to get a piece of the pie. Singer Rihanna’s makeup brand, Fenty Beauty offers beauty tutorials at its stores for men looking to use makeup for a better, more well-groomed appearance. We think it might be a while before this becomes a norm though.

While men’s skincare industry is growing by leaps and bounds, the same cannot be said for makeup products. The idea of men wearing makeup still makes most people distinctly uncomfortable. As far as beauty products is concerned, there still is a need to be more inclusive and encouraging with men and women both.  As the industry stands at the cusp of huge growth, we hope the stigma fades away with time.


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