From flower beard trimmers to multi-purpose skincare, the male grooming market has a burgeoning place in the beauty industry. In the last year, manufacturers have actively invested in men’s grooming, with various brands releasing male-specific ranges of exfoliators, concealers, serums and eye rollers. According to Euromonitor, the male grooming category is set to see brands expand and introduce new products to satisfy male consumer demands.
Here, male grooming brands are joined by Man Of Many editor Scott Purcell to offer insight into the men's market.
Innovations in the male grooming market
The male category is experiencing significant innovation in hair grooming, with the beard now the chosen style for young men. Its popularity has fuelled the production of multi-purpose beard combs and trimmers, shampoos, beard balms, and even beard-only hair dyes. Previously people associated a beard with someone who was lazy or dishevelled, but nowadays a well-groomed beard is a way to express manliness and show pride in your appearance,” says Purcell.
In terms of skincare, there are new formulations that target various male skin types, including sensitive, irritated, and post-teen oily and problem skin as well as skin affected by stress and fatigue.
We have seen most product innovation and development in the men’s face care category address fundamental needs,” says NIVEA Men senior brand manager Karlea Snowden-Harris.
NIVEA Men 2-in-1 Wash and Shave Gel Cleanser Conditioning Olibanum Supershave
Remington VacGroom 2-in-1 Beard Trimmer
What has changed?
As the social and cultural ideas surrounding masculine identity evolve, male grooming is no longer relegated to the back seat. Men under 30 are embracing grooming and skincare products as the norm, which has meant a huge category growth for brands.
Not only is the amount of male-exclusive brands and generic brand extensions [changing], but also the array of products,” says general manager Simon Vogrinec. No longer is there just a basic wash and shave product in a range - there are eye creams, serums and masks. There has been a shift in what lengths guys are happy to go for their appearance now.”
The battle of the sexes
Alongside the male grooming category's recent boom, there are growing similarities between the male and female market. These days see men undertaking a range of activities previously associated with female beauty regimes. Along with other services such as waxing, laser hair removal and even eyebrow contouring, men are willing to fork out big bucks to achieve a neat yet masculine look,” reveals Purcell.
On another note, founder Dion Nash sees the differentiation between both male and female as something that needs to be avoided completely. I believe the first thing that dictates whether a brand appeals or not is the aesthetic, then the ethos and positioning of the brand,” explains Nash. Obviously some products lend themselves to a more male or female audience, but that is a functional factor and does not need to be shouted at the consumer.”
QV Face Rescue Gel (used as after shave balm)
ANNOD Jojoba Hydrating Moisturising Cream (used as after shave balm)
There’s no doubt the variety of products for men is developing, but in the future, the key is to offer products that tap into a need that has not yet been fulfilled. For example, in skincare it is forecast that we will see products formulated for skin grooming types, such as various stubble degrees. Male cosmetics have raised their head in the industry but consumers are still playing a waiting game, with Jane Iredale and Tom Ford being one of the very few that have produced male make-up. Watch this space.
Tom Ford Concealer For Men
Image: Made In Brazil - Bernardo Velasco by João P. Teles