The global market for male grooming is anticipated to reach $115 billion in value by 2028, up from just under $80 billion in 2022, according to data obtained this year by market research firm Statista.
In 2021, the same market was expected to be worth $74.8 billion. What then is driving the growth?
As a child of the 1990s, I still clearly recall the one-size-fits-all strategy used in the initial men’s grooming boom, when serums were just a glimmer in the three-step-regime-obsessed industry’s eye and Gillette ruled the roost. At that time, David Beckham was everyone’s favorite metrosexual.
Products with strong “masculine” fragrances were generally wrapped in black packaging, occasionally with neon yellow, blue, or green accents. “Multiple-functions-in-one” marketing was also common.
The accent was placed on convenience because it was assumed that males knew nothing about the “feminine” process of taking care of oneself and had little interest in it.
The potential for exciting new growth in the male grooming landscape is nothing short of exponential today thanks to evolving ideas of masculinity, the prevalence of social media, and a host of brave new poster boys spreading the idea that it’s OK to embrace self-care — and, in turn, self-expression — as a man.
However, in addition to the numerous paradigm shifts, dermatologist Dr. Maryam Zamani asserts that a larger diffusion of information on the subject has contributed to the expansion of male grooming.
“Male grooming has seen substantial expansion because men are better educated in understanding skin concerns and are consequently using products better suited to their needs,” she wrote in an email.
Men are now better informed on the items they should be utilizing in their routine thanks to the skincare business.
Conversely, brands are becoming more savvy in their approach to marketing to males, focusing on the active substances and product effectiveness while avoiding exaggeration and excessively “masculine” packaging.
Take into account the achievement of The Ordinary, a company that markets inexpensive, single-ingredient products in unisex packaging.
According to the digital analytics company Similar Web, the parent company of The Ordinary, Deciem, saw profits of $460 million in 2021, and 38.68% of its website users are male.
According to dermatologist Dr. Stefanie Williams via email, “It’s true that guys are becoming more conscious of the significance of caring for their skin (and are being more amenable to investing in their skin).
However, they continue to use basic, scientifically supported products for their skin, such as retinoids with added advantages.
The most significant areas of growth in the men’s grooming sector, according to Dr. Caroline Brooks, creator of The Glass House, an inclusive salon and spa with locations in Dubai, are hairstyling, customized grooming kits, and beard care.
According to Brooks, “men are spending more on cosmetics like oils, balms, and conditioners to keep their facial hair healthy and fashionable.
The desire for a rugged yet polished appearance and the idea that a well-kept beard boosts masculinity and self-confidence are the driving forces behind this trend.
However, skincare is the market leader, accounting for about 45.6% of the total global market for men’s grooming.
According to Brooks, “Men are understanding the value of proper skincare and are embracing cleansers, moisturizers, and anti-aging products.”
The trend is being fueled by a number of causes, including shifting social standards that encourage men to take care of their appearance and growing understanding of the advantages of skincare.
According to Tiffany Ap’s recent Business of Fashion article, the male skincare market in China, “a market where famous young men stare down at the public from billboards with seemingly luminous skin,” is also booming. According to market analysts Foresight Industry Research, this market will be worth more than 20.7 billion yuan ($2.9 billion) by 2026, up from 12.5 billion yuan ($1.7 billion) in 2020.
Ap noted that a “strong upward trend for sports and exercise” was supporting this growth.
“Skin care became more of a focus for both men and women during the Covid-19 lockdowns last year, and since the restrictions were lifted, there has been a strong desire to get fit and indulge in self-care.”
“As a result, many brands are educating consumers to do skincare routines before or after sports, focusing on cleansers, anti-acne products, or products that carry SPF.”
TikTok has taken the lead when it comes to social media’s impact on the expansion of men’s grooming.
The Tikok-driven emergence of the “e-boy cut” is a modern twist on the center-part boy band ‘do that dominated the ’90s. One need only swipe through the app to see innumerable male-focused “get ready with me” videos and “how-tos” showcasing tips to obtaining the trendiest haircuts.
Male skincare search phrases including #menskincare (462 million) and #menskincareroutine (28 million) have seen a 389% spike in TikTok video views year over year, according to the trade newspaper Cosmetics Business, while the #mensgrooming hashtag has seen 1.9 billion views.
The latter hashtag has been used in almost 3.2 million posts on Instagram.
According to data from the American Society of Plastic Surgeons, there has been a 99% increase in the number of men obtaining injectables in the past 20 years. According to The Plastic Surgery Clinic, injectables are “non-surgical, minimally invasive treatments that can enhance your look in a very subtle and natural way.”
Men’s cosmetics are likewise becoming more and more well-liked. According to data released by Ipsos in March 2022, “15% of heterosexual men in the US between the ages of 18 and 65 currently use male cosmetics and makeup, and another 17% would consider using it in the future.”
This new area of the men’s grooming industry seems certain to grow thanks to the innovative work of companies like Pleasing, created by Harry Styles to offer gender-neutral nail polish, and specialized men’s makeup lines from Chanel and War Paint.