Beauty is no longer just a girl’s game as the market for male grooming continues to rise. A recent Kline study has revealed the male grooming market reached a new record in 2016 of USD 4.5 billion.
Categories such as skin care and personal cleansing have seen the most growth, as well as traditional male-orientated categories such as deodorants and antiperspirants. Shaving products are the second fastest growing category after skincare and have seen a 6 per cent rise. Anti-aging serums, masks and beauty devices are some of the products used.
Makeup for men is slowly being embraced, with brands Covergirl and Maybelline revealing their first male ambassadors. The rise in male makeup trends, look-conscious celebrities and videos on YouTube has helped break through taboos so far.
Men are taking self-care more seriously as they increasingly turn to male salons and luxury barbershops for pampering. Beards have grown in popularity with barbershop markets in Europe and the United States growing at over 10 per cent.
Large companies have tended to lead the market, but some smaller, indie brands are popping up and expanding the male grooming sector.