The male beauty industry is undergoing something of an evolution. No longer restricted to a handful of celebs donning makeup, the idea of men’s beauty is reaching beyond the realms of simply ‘ male grooming’.
Today’s TikTok generation and celebs have a more holistic idea of what masculinity means. And more importantly, they know that men who want to look good should have access to a range of beauty products – not just shaving foam, moisturiser and hair gel.
One celeb that might spring to mind is Harry Styles, who will soon be launching his signature line of cosmetic products. Or Alex Rodriguez, aka A-Rod (former baseball pro and J-Lo’s ex), who has launched a concealer.
This boom in male beauty can be attributed to a number of things. Partly spurred by Gen Z’s rejection of gender norms, it has also been driven by the global pandemic. An increased focus on self-care, coupled with a growing sense of image consciousness during video calls, has resulted in men becoming much more open to playing with how they look.
Unsurprisingly, beauty brands are taking notice. After all, marketing to men as well as women is the most obvious way to double your customer base.
Men’s beauty means big business
The idea of male beauty is certainly on men’s minds. According to a report by Grand View Research, the global men’s personal care market is predicted to reach £75.8 billion by 2027.
Google search data from 2020 also reveals that queries about male skincare increased by 175% from the previous year, while searches for ‘makeup for men’ were up 86%.
Demand for men’s makeup in China, Japan and South Korea, for example, is thriving. According to Mintel, the beauty market for men in Korea is worth £9.5 billion. The driving force behind it? K-Pop stars that share their grooming routines with fans. And the trend is gaining traction in the West, too.
Shiseido Men, which first launched in 2003, has been reinvented for the 2020s. Chanel’s Boy de Chanel debuted in 2018 with a foundation, lip balm and brow pencil, but has expanded its product range since. While Estée Lauder’s Tom Ford Beauty, features a bronzing gel, concealer, brow definer and gel comb.
New brands for a new generation
Alongside the big names in health and beauty, there are a host of potential breakout stars eager to make their mark on the industry.
Heath London, a father-and-son owned company, has grown more than 130% each year since it launched in 2018. Another relative newcomer is the shaving brand Harry’s, which added four new products to its skincare range this year. Meanwhile, Ceylon – skincare designed specifically for men of colour – has seen double digit growth each quarter.
The brands are targeting a new generation of male consumers through platforms such as TikTok and Twitch, or via virtual reality experiences. These platforms allow brands to be culturally integrated into customers’ lives, as well as allowing them to educate customers about skincare and beauty.
The rise of ecommerce has also proved valuable. With more sales online, there is no longer the need for men to walk around a traditionally female-orientated department store’s beauty floor. All their skincare and beauty needs are just a click away.
Beauty beyond genders
For some brands, the idea of marketing one product to women and another to men is missing the point. For these brands, unisex products are more relevant.
Genderless skincare ranges include Good Light, One/Size, and Youth to the People. All these brands are designed around the idea that when it comes to make-up, one size fits all. With pared back packaging and language that transcends genders, the unisex appeal has the potential to reach far and wide.
But whatever the brand, the message from the male beauty space is clear: simplicity is key. Men wanting to look good is no longer an extreme concept. Instead, it just makes excellent business sense.
At Delta Group, we help health and beauty brands identify future trends and grow their business. We know that it’s what’s on the inside that really counts. But if using a few beauty products on the outside helps someone look and feel their best, then where’s the harm in that?
If you’d like to find out how we can help yours, get in touch today: firstname.lastname@example.org.