Beauty Store Business magazine - January, 2020

Male Grooming Market Delivers Big Numbers

Makeup, exfoliation, hydration and masking are attracting more male consumers. The male grooming market segment has seen dramatic growth over the past few years, reaching a $4.5 billion dollar mark in the U.S. in 2016, according to data from Kline, a worldwide consulting and research firm.

“The taboos are slowly dropping, and a growing number of men are using anti-aging serums and masks, beauty devices and even makeup,” says Naira Aslanian of Kline. “While makeup for men is a trend now and brands such as Covergirl and Maybelline are debuting their first male ambassadors, it is categories like skin care and personal cleansing that see the most innovation and progression. Traditional male-oriented categories, such as deodorants and antiperspirants, also post strong gains driven by innovations like anti-mark antiperspirant technology.”

Celebrities are yielding great influence over consumers to take the notion of self care to a different level. Male consumers want to associate themselves with the lifestyle synonymous with success, which has men turn to barbershops and male-centric salons offering personalized services and pampering.

Beard wearing trends are also fueling the barbershop markets to grow at over 10 percent in Europe and the United States. Shaving products is the second fastest-growing category after skin care with over 6 percent growth, which is driven by direct selling brands such as Dollar Shave Club and Bevel. These types of brands have recorded phenomenal triple-digit growth rates that have paved the way for a new category of subscription box providers.

“Barbershops and the brands that pursue creating an image for clients, such as American vintage retro style or a sleek and gentleman-like appearance, will display a very strong lifestyle connection with their regulars,” says Kline researcher Marina Drobnjak.

Large companies are leading, such as Dove Men+Care and Axe the market placing an even stronger foot in the male grooming market, yet a number of new smaller indie brands, such as Bevel and Anthony, are popping up and truly making this market innovative.

The increased acceptance of personal care and spending on it is anticipated to offer more business opportunities in this booming segment. A number of the new players that have entered the category will gain increasing shelf space at stores and salons. Brands will continue to explore new product categories, shifting to offerings of technologies men are becoming familiar with.

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