Gone are the days when men grooming was limited to hair & beard products. Nowadays, there are moisturisers, pore strips, skincare and also makeup that are commonly used. According to a survey conducted, cosmetic brands targeting men have increased globally by 70% and reported a 300% growth in men’s beauty products.
French beauty giant Chanel has announced to launch an exclusive line of makeup designed for men. Many brands are now tapping into the growing market of men’s grooming products. Here are the reasons why the men’s beauty industry is booming:
YouTube Vloggers
YouTube Vloggers have a major role in the growth of male beauty industry. Vloggers like Manny Gutierrez, Angel Merino, Jeffree Star and Michael Finch are redefining the cosmetics industry. They have over 6m subscribers and about 11% of those watching are male.
Their success is a living proof that makeup is for everyone and not just women. A social media campaign was also launched to stop the stigma around male cosmetics, which became a huge hit.
Societal Taboo
Makeup for men is still considered taboo worldwide. Our society consists of people of variant sexes, transgender, nonbinary, and gender queers etc. They feel understandably uneasy going up to something as public as a department store counter for makeup advice. Thus, this new corner of the industry matters.
Gen-Z
There has been a huge demand for gender-neutral beauty in recent times especially among Gen-Z. Our younger generation no longer considers makeup as feminine.
Everyday makeup routines are starting to become attractive to male consumers globally. Men are investing in their appearance to some degree, not to radically transform how they look but to transform how they feel.
Skincare
Skincare constitutes a major part of the beauty industry. The men skincare market is growing at 14 percent. Men are now using facial skin care products as part of their daily routine. Not many years ago, moisturizer was taboo, and it's now commonplace.
Skincare regimes that can include foundation-like products have been prevalent among young South Korean. Recently, Swedish beauty company Oriflame is going to launch a range of male skincare products in India. Thus, giving a boost to men’s beauty industry.
