There is a rise in prominence of men’s grooming brands. This category has exceeded in sales over the past few years and according to Statista, the global male grooming market will be worth $115 billion by 2028, on the rise from $80 billion in 2022. It’s evident that men are looking after themselves as much as women and it’s why our bathroom shelves no longer house a decade-old cologne bottle or razors that could do with an upgrade. In their place you’re more likely to find devices targeting fine lines, body moisturisers, various supplements and even the odd bit of makeup. With celebrities like Pharrell Williams and Dwayne Johnson bringing their love of grooming to the masses with skincare lines, it’s safe to say demand is only set to increase.
The rise of barber shops
Throughout history, barber shops have been essential hubs for men’s grooming. Barbers not only provided haircuts and shaves but also served as social catch ups where men could gather, share stories, and discuss their business and social lives. Barber shops played a crucial role in shaping men’s grooming habits and preferences. Facial hair and hair styling are a large part of barber shops. The beard has evolved from a symbol of ruggedness to a sexy statement. With this trend, a range of beard care products has emerged, including beard oils and balms. These products not only nourish the beard but also provide a pleasant scent, further emphasizing the role of fragrance in men’s grooming.
Wellness
Men are increasingly concerned with feeling good. Wellness-infused grooming products are incorporating ingredients that promote both physical and mental well-being. Men’s retreats like Everyman and Junto are popping up across the marketplace. Unlearning stoicism and authentically sharing your feelings are their top priorities.
Skincare
Men are increasingly recognising the importance of a good skincare routine. Beyond the basic wash-and-go, skincare has become a fundamental aspect of men’s daily grooming rituals. From cleansers to moisturisers and serums, men are embracing products designed to keep their skin healthy and hydrated. Brands like Kiehl’s, Clarins and Aesop all have products aimed at men. Although there are synergies between products for men and for women when it comes to high-quality skincare, there are a few fundamental differences that can make a significant difference in product selection. For one, men have thicker skin with larger and greater density of pores than women, meaning they are more acne-prone than women, and overly greasy or thick moisturizing products may not be good for their skin.
Customized Products
Personalisation is apparent in all categories. And now brands are offering customised solutions, allowing men to tailor their grooming routines to specific skin concerns, preferences, and lifestyles. From personalised skincare formulations to bespoke fragrances, men are seeking bespoke experiences.
Spa Experiences
Spas and treatments are not only aimed at women anymore, spas now offer a wide range of services tailored to men’s needs, from facials as and massages to specialized treatments like hot towel shaves. This has evolved from a rare indulgence to a regular self-care practice for many men. In Arabic countries, the hammam or Turkish bath, a communal steam bath, has been a part of the culture for centuries. These rituals not only cleanse the body but also promote relaxation and well-being, emphasizing the holistic nature of grooming. They have been a key element of male socialising.
The grooming industry continues to grow, offering men a wide array of products and services to help them look and feel their best. Whether it’s through fragrance or cologne, skincare, beard care, or spa experiences, grooming is no longer just a routine; it’s a reflection of personal style and well-being for men.
Bespoke Advantage is a London based brand consultancy specialising in working with award-winning brands, retailers, investors, trade bodies and embassies to support you in developing and growing your brand across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch today!
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’