Analysing the male grooming boom

The market is driven by increasingly aware male consumers putting more emphasis and effort into the way they look and feel, fuelled by the easy accessibility of products through the Internet, which continues to propel the sector forward. In addition, the increased purchasing power of Millennial men, who follow trends set by Image-conscious celebrities, such as Jared Leto and Leonardo DiCaprio, taking the notion of self-care to a different level with perfectly groomed beards and men buns. The desire to associate themselves with a lifestyle synonymous with success and wellbeing turns male consumers to barbershops and male-centric salons offering personalised services and pampering. 

Some categories in male grooming perform better than others. Skin care products, while remaining the smallest category in male grooming, records the strongest growth of over 8%. High impact products, such as anti-ageing creams, eye creams, tinted moisturisers, and even masks, have taken shelf space in both luxury and mass retailers alike.

Shaving products, the second fastest growing category with over 6% growth, is driven by direct selling brands, such as Bevel, Harry’s, and Dollar Shave Club, which have recorded phenomenal growth rates with triple- and double-digit growth.