Breaking Barriers: The Rise of Men’s Beauty Products
The demand for men’s beauty products has never been higher than it is right now.
Historically limited to basic hygiene and shaving products, modern trends are showing a significant expansion in the variety of products now available. From skincare to haircare, and even aesthetic procedures, men’s beauty is without doubt on the rise.
One of the main drivers for this shift is men’s growing interest in health and wellness. This awareness has encouraged them to want to invest more in their personal care products, and the industry has met this demand with an ever-increasing range of products specifically tailored to their needs.
For example, products like L'Oréal’s Barber Club beard and skin oil, caters to both grooming and skincare needs and address the issue of dry skin underneath facial hair.
Social media has played a pivotal role in this transformation as well. Platforms like TikTok and Instagram are not only popular for men’s health and fitness trends but also for grooming. Influencers and celebrities share their skincare routines and endorse products, making these items more mainstream.
Marketing strategies have also evolved to target male consumers more effectively. Things like celebrity endorsements with actors and sports figures have been successful in reducing the stigma associated with men's beauty products, which has broadened their appeal and adoption.
Interestingly the pandemic also had an impact on men's grooming habits. With more disposable income and time spent at home, they began taking charge of their personal care routines and shopping for products themselves. This shift not only increased the demand for grooming products but also normalised their use.
The industry is responding to these trends by offering a wider range of products, from anti-aging creams to multi-functional skincare lines designed to address specific concerns like acne and fatigue.
And with a rise in new brands specifically for men such as Harry’s, Jack Black, and Heath London, along with market leaders like L'Oréal and Dr Sam’s expanding into this area, there’s now a product to meet nearly every skincare need men have.
For example, here are the three main ranges L'Oréal offer…
Barber Club by L'Oréal Men Expert
This grooming range, inspired by Barber expertise, has a classic, masculine aesthetic and looks great on the bathroom countertop.
Men Expert Hair Styling
With a variety of gels, sprays and styling creams, there’s something for every man in this range. All the packaging has a distinct masculine vibe, giving it a wide age appeal.
Men Expert Skincare
From moisturisers to deodorants, shower gels to face masks, the range of products in the Men Expert skincare line is broad and meets all skincare needs. Every item is packaged with men in mind – clean lines, masculine colour palette and bold messaging, which are perfect for the modern man.
With hashtags like #mensskincare on TikTok with approximately 1.9 million views and counting, and a market growth expected to reach $110 billion by 2030, men’s beauty and grooming is clearly an industry that’s booming. This is an exciting time for this industry and presents new opportunities for brands to innovate and capture a growing consumer base.
If you’re ready to make a big impact with your cosmetics brand and would like the support of an agency at the cutting edge of marketing, get in touch. Whitewater can help you blend marketing strategies, design, and narratives that support the growing needs of today’s consumers. Together we can take your brand to the next level.