--- title: Male Grooming Is Getting a Makeover description: The concept of masculinity is evolving to create a booming personal care market. --- # [Male Grooming Is Getting a Makeover](https://www.nlopchantamang.com/trends/signals/signal/male-grooming-is-getting-a-makeover) Written by [Shân Osborn](https://www.nlopchantamang.com/trends/signals/author/shano) | Nov 23, 2020 7:38:33 AM ***Sources: ***[***Euromonitor***](https://www.deborahweinswig.com/wp-content/uploads/2017/03/Global-Male-Grooming-Market-March-9-2017.pdf)***; ***[***GlobeNewswire***](https://www.globenewswire.com/news-release/2020/08/20/2081562/0/en/Global-Men-s-Grooming-Products-Industry.html) **The Signal: **It’s been a slow burn for the male grooming market -- until now. The industry has ballooned 130%+ higher in 2020 than originally forecast. Male personal care options once deemed “alternative” are now receiving soaring interest. Increase in internet searches from 2019, according to [Trendalytics](https://trendalytics.medium.com/mens-grooming-trends-2020-8c1b5d982b52):  - Men’s moisturizer +324% - Beard growth kit +233% - Men’s anti-aging +42% - Men’s skin care +34% ***Source: Subreddit Stats*** **The Big Picture: **The industry has come a long way since Old Spice launched in the [1930s](https://pearlharborwarbirds.com/old-spice-history-world-war-ii/). The “Smell like a man, man” approach has had to keep pace as the concept of masculinity evolves. From Dollar Shave Club’s (DSC) wildly successful back-to-basics, comedic [approach](https://www.inc.com/magazine/201507/diana-ransom/how-youtube-crashed-our-website.html) to David Beckham’s suave [House 99](https://www.eonline.com/news/905277/david-beckham-s-ad-campaign-for-his-new-grooming-products-is-h-o-t) campaign, male grooming now dons many hats. One thing established brands have in common is that they ask the basic question, “How can we create a product that makes the male grooming experience significantly better?" Key to the viral success of firms like DSC has been knowledge of target audience, and relatability. Previous razor brands either [marketed](https://www.quicksprout.com/content-marketing-tricks-that-helped-dollar-shave-club-go-viral/) to the debonair gentleman or portrayed men as hairy Neanderthals in need of a groom; DSC spoke authentically to men looking for a convenient, affordable solution to a daily task. Personalization, straightforward messaging, and education are ways to provide a seamless experience for men buying products they’re unfamiliar with.  **Makeup: **Male cosmetics are being propelled into the mainstream by high-profile [beauty influencers](https://izea.com/2020/07/06/top-male-beauty-influencers-2020/) and [K-pop](https://www.eonline.com/ap/news/1076719/men-in-makeup-korean-male-celebrities-are-changing-the-perception-of-male-beauty) stars. But it’s not just online or in the East that the trend is gaining traction.  UK department store chain John Lewis enjoyed a [highly successful](https://www.theguardian.com/business/2020/feb/23/theres-no-demographic-founder-of-mens-make-up-brand-war-paint-declares-victory) trial of men’s cosmetics line War Paint earlier this year, and then [announced](https://news.sky.com/story/warpaint-for-men-make-up-rolled-out-across-the-uk-after-successful-trial-11930769) the opening of a permanent male makeup counter. ***Source: *** [***War Paint Instagram***](https://www.instagram.com/warpaintformen/?hl=en) According to a 2019 US poll, [⅓](https://www.bloomberg.com/news/articles/2020-06-29/men-s-makeup-goes-mainstream-with-cvs-offering-in-stores) of men under 45 say they would consider trying makeup. Drugstore giant CVS responded this summer by adding male cosmetics line [Stryx](https://www.stryx.com) to a quarter of its stores. While the [r/MakeUpForMen](https://www.reddit.com/r/MakeupForMen/) subreddit is still a small community, there are already a number of questions around *how* to use makeup.  ***Source: *** [***Reddit***](https://www.reddit.com/r/MakeupForMen/comments/ilb11k/how_do_i_find_my_foundationconcealer_shade/) Online options for women are plenty, from apps like [TroveSkin](https://appgrooves.com/app/troveskin-your-skincare-coach-by-trove-technologies-pte-ltd/positive) to Clinique’s [guide](https://www.clinique.com/foundation-finder) to matching foundation to skin tone. Why not do the same for men and save them the in-store trip altogether (e.g., [Birchbox for men](https://www.birchbox.com/subscribe/men), but specifically for makeup)? Entrepreneurs could also create a “no makeup” makeup line (which [research](https://www.cbsnews.com/news/male-makeup-is-catching-more-mens-eyes-in-the-u-s/) suggests is what men want). Think concealers, blemish balm (BB) creams, and eyebrow gel.  Monthly search volumes, according to Keywords Everywhere: - Makeup for men: 33.1k - Concealer for men: 6.6k - BB cream for men: 5.4k - Foundation for men: 3.6k Or you could focus on niches. For example, the skin care industry for ethnic and racial minorities is ripe for innovation. UK startup [4.5.6 Skin](https://456skin.com/) just raised [€700k](https://sifted.eu/articles/startup-diversifying-skincare/) to develop products for women of color, who are *still* underserved by the industry.  The recent [success](https://www.vox.com/2018/12/12/18136744/walker-company-procter-gamble-acquisition-tristan-walker-bevel) of Black-founded and Black-focused male grooming firms like [Bevel](https://getbevel.com/) suggest it’s only a matter of time before demand for cosmetics for men of color soars. **Beyond Cosmetics:** Entrepreneurs might ask what other female-focused products men could get value from, but are unlikely to search for in-store -- things like cuticle oil, face masks, and pore serums. ***Source: *** [***Reddit***](https://www.reddit.com/r/MakeupForMen/comments/ibsnsb/any_ideas_on_how_to_hide_pores/) Hair products, specifically those tailored to beards, have soared on Amazon: Viking Revolution generates $517k+/month in revenue from a single beard wash and conditioner [set](https://www.amazon.com/Viking-Revolution-Beard-Conditioner-Jojoba/dp/B07G1CPKD1/ref=pd_lpo_121_t_0/146-3374738-7288368?_encoding=UTF8&pd_rd_i=B07G1CPKD1&pd_rd_r=afb1b066-7210-4871-a9da-4d296c5f3df2&pd_rd_w=OSYMa&pd_rd_wg=ItRU9&pf_rd_p=7b36d496-f366-4631-94d3-61b87b52511b&pf_rd_r=7FDXEWBSD0WPTB4RXW3M&psc=1&refRID=7FDXEWBSD0WPTB4RXW3M), according to Jungle Scout. **A Genderless Future: **Calls for gender-neutral options have already shaken up the [fashion](https://www.latimes.com/business/story/2019-12-12/gender-neutral-clothing-strides-into-retail-prominence) and [perfume](https://www.vogue.co.uk/gallery/unisex-fragrances-are-back?image=5d544c7ba24eee000838d37f) industries; personal care is next in line.  Over ⅔ of Gen Z males are more interested in gender-neutral beauty products than those with traditional male packaging. In 2016, nearly [1 in 5](https://www.glossy.co/beauty/gender-neutral-skin-care-serves-as-clean-beauty-gateway-for-the-male-shopper/) men wanted skin care products suited to their gender; now only 1 in 10 do. ***Source: Subreddit Stats*** Digital natives, led by the androgynous likes of [Harry Styles](https://www.theguardian.com/music/2019/dec/14/harry-styles-sexual-ambiguity-dating-normals-rocking-a-dress) and [Jaden Smith](https://www.scmp.com/magazines/style/celebrity/article/3048330/why-genderqueer-and-lgbtq-fashion-icon-jaden-smith), don’t want to be boxed in. And they are forecast to become the [largest US consumer population](https://www.businessinsider.com/generation-z?IR=T) by 2026.  Marketing strategies like that of War Paint are not going to cut it for this demographic. Entrepreneurs could develop gender-neutral skin care lines, cosmetics, and services in the space. **Services: **Speaking of services, global male spa treatments were already worth [$50.4B](https://www.spainc.ca/ask-an-expert/manning-up/) in 2018, and have soared to ~$60.7B this year -- a 20%+ increase. Google searches  for “spa for men” currently sit at 22.2k/month, according to Keywords Everywhere. ***Source: *** [***NY Post***](https://nypost.com/2019/08/13/more-men-are-going-to-spas-as-males-embrace-wellness-industry/) Entrepreneurs could get behind the growing male-only spa trend (e.g., [Hammer & Nails](https://hammerandnailsgrooming.com/our-locations/?__cf_chl_captcha_tk__=d8e5d3b7e51d527fdf8db5b293a284d08c63cdab-1604049642-0-ATsHl2ByNf_JV-6Q9-WYSy_L7WwEhAQVPywK-3lLKfe3ctYBdWdIcMrqTZdcJhSo5tT63EB_sg4fhPNIAA4vfdAgkSd9ZkyYsz2I-P2LwQLgBKUdO8E35KflhPeoup2OEqpXKG041jTGIkXf1en3qc8A2HsKI0sQvBsUBBVRNfPuppsVNiTHdTptk0w4kd6ONRaFX33r7F5aZkkyiODnnrTFVr6nMTRfdG-LSNoJScttBh0I5xDp6XCh1GPgAPmYMwAwaYCH3KDORXa_PrZF9TGyeV3O5nCxqeIWNBBSo8XlpMNU7o1iw69qQzdksub_xkQiZVIfMiY4XWtq0fE7XzQQH0hYcZepGBQNK_w3STHLU7TdmzpoGFKFUlbhD8ua8d8zGXWY1fu4H9QBDlCWJxC4zfizGPMwFv5TknUTnKLEUv_FcoZQKVDl6wn0qp60Y1GxVM3ssKh1V77pmYyFoB_BQZC33warGAdK9OsjhIB8vMrmlTwxaNfukDWpcG_q-g), and [Golden Door](https://goldendoor.com/mens-week/)). You could also develop better male-focused marketing and services for unisex spas, which have seen an increase in male clientele despite their predominant marketing toward women.  The most popular men’s spa treatment is [massage](https://www.americanspa.com/news/study-shows-massage-still-most-popular-spa-treatment-among-men), but interest in beauty treatments is rising. Back acne is a common [male concern](https://www.reddit.com/r/AskMen/comments/8mznd7/how_to_treat_back_acne/); some spas have begun to offer “bacials” (back facials). Monthly Google search volumes for enticing treatment options: - Waxing for men: 18.1k - Facial for men: 12.1k - Back facial: 4.4k - Threading for men: 1.3k Another attractive service opportunity is male makeup artists for weddings and other events (the idea for Stryx was born after founder Devir Kahan awoke with an unsightly [pimple](https://www.forbes.com/sites/josephdeacetis/2019/11/22/meet-stryx-the-first-cosmetics-men-feel-comfortable-using-everyday/?sh=345c63986571) on his wedding day, and no solutions). The LGBT wedding industry we [forecasted](https://trends.co/signal/lgbt-weddings-are-on-the-up/) in February may also generate demand. 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