Men’s grooming has been gaining widespread popularity lately, with men opening up to niche products and items that help them look dapper. Many men confess that their confidence has skyrocketed after following a grooming routine or such products.
Industry experts say that the recent International Men’s Day saw a surge in the sales of these products as many women gifted grooming items to their partners or friends. The cosmetic industry too has been launching make-up and skincare products like concealers and serums for men. Meanwhile, all the major beauty brands are thrilled that they have got a new group of customers which would help their market grow.
Interestingly, not just the beauty brands or women, most men too are happy that society has begun thinking of make-up as something that isn’t only used by women. Social media saw the rise of many male make-up vloggers and influencers garnering subscribers and millions of views.
The brands that sell men’s grooming and make-up items gained popularity due to these influencers’ content marketing during the lockdown period when people spent long hours on various social media platforms. Besides, the meteoric rise of the K Pop bands too played a significant role in popularizing men’s cosmetics. The fact that these well-groomed and stylishly dressed young men use make-up, not just during their stage shows or events but in real life too, has helped break the taboo related to men using make-up.
Studies show that the men’s personal care market would see a 6% growth of 166 billion dollars in the US by 2027. Even though men’s skincare is not new, brands would be vying to launch make-up that is specially formulated and designed for men. For instance, men’s concealer won’t be marketed as something similar to that is used by women. Many brands might launch compact-size concealers in the shape of a pen that could be easily carried in pockets.