We have always seen female models dabbing foundation and blusher onto their cheeks, even female fitness enthusiasts on their way to the newest yoga studio but in today’s world it’s become very apparent that men are also aware and concerned for their mental and physical health and in preserving their looks. A growing number of brands have responded to male wellness demands; a subject that has been somewhat neglected in the past. Research states that by 2024, the global male grooming market is estimated to be worth about 81.2 billion U.S. dollars.
With optimistic developments in the pipeline, it’s safe to say that things are on the rise. The demand is growing and for beauty brands such as Shiseido there have been relaunches to their current lines. The Japanese skincare giant decided to focus on skincare with it’s Shiseido Men line.
Harrys offers fantastic products at reasonable prices, the original product line consisted of subscription based razors and blades, but they have now extended their portfolio to introduce skincare, haircare, and body care. Tom Ford, Clinique, Warpaint and Tropic offer male targeted products, breaking the stigma that makeup and skincare is solely for women. Warpaint recently launched Makeup for Men – The Manual highlighting the history of makeup with in-depth tutorials. They have partnered with Norwich City FC and the Wigan Warriors Rugby League Club to highlight and destigmatize men’s mental health struggles. Menaji, another men’s skincare and cosmetics line accommodates both the professional sector and consumers and is sold in over 20 countries.
Naturally we cannot write about men’s grooming without touching on ‘unisex’ products, after all diversity and genderless are topical subjects. Aesop has created a diverse unisex skincare line, with products being vegan and cruelty free and based on natural formulations. Dove has a selection of products that are unisex, but they have also introduced a range specifically targeting men called ‘Men+Care’, and developed products specifically for women. Interesting enough their Purely Pampering Sweet Cream and Peony Beauty Bar when compared to Men+Care Extra Fresh Body and Face Bar, contains almost identical ingredients, apart from the fact that the women’s product contains more oils, for a boost in anti-ageing properties, and additional fragrance notes. It begs the question whether there is a need for a different product range for men – comments from dermatologists confirm that skincare needs are the same for both men and women – apart from the differences in scent, colours, design, and packaging with men leaning towards more musk or forest scents. Is the key difference between the two sectors more to do with marketing, and personal preferences?
Men tend to avoid discussing their health for fear of being seen as weak or less masculine and without access to holistic programs they have nowhere to turn to. A growing number of men have expressed an interest in wellness, particularly over the past year, from meditation, to yoga and supplements and the industry has started to acknowledge that wellness spans across genders.
Boys of Yoga was launched to inspire men and boys about yoga. The brand believes that yoga is for everyone, and yoga is a culture and lifestyle, not just a practice. We have experienced an increase in the number of men adopting plant-based diets. Veganism has increased worldwide., whilst in previous years this was largely accounted for by the female population, documentaries like Game Changers focused on the potential benefits when it came to training and how this impacted men’s sexual health. Celebrities like Conor McGregor and Scott Jurek are both advocates of plant-based eating. The eco-conscious male now has one more reason to take the leap, with plant-based eating having well and truly shaken free of the militant stigma it was once attached to. We have also seen how men are turning to nutritionists and to supplements to support their wellbeing. Hims and Asystem are both wellness brands that aim to deliver enriched supplements for men which provide support with hair loss, sexual health, anxiety, and skincare.
If you are interested in developing a men’s grooming brand gain inspiration from our podcast The Shave Doctor. Our founder Janet speaks to Mark Sproston – the man behind crafting the art of achieving a perfect shave. Mark is the founder of The Shavedoctor, a men’s grooming brand based in London. Mark is also a world leading shave expert, a male grooming expert, an industry voice, and an educational trainer as well as the CEO of the Shavedoctor Shaving Company.
With all the changes that have taken place over the past year, many people are considering what it takes to develop a brand in the beauty and wellness industry. There has been an influx in interest during these unsettling times, as well as numerous people launching brands with success. Whether you are looking to create your own brand, or you would like to explore where this could take you, get in touch…we would love to hear from you.
‘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 is one of the best people I have ever worked with in my career. She fully understands the whole process of product development, supply chain and marketing. Janet has in-depth experience of toiletries and international retailing. I would recommend her to any company or client.’
‘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.’
‘I highly recommend Bespoke Advantage to business owners across the beauty, spa and wellness industry. Janet has been a fantastic support to my business. Through her in-depth knowledge of the beauty industry she has provided me with strategies specifically tailored to my business needs, to help me to grow my business across the marketplace’.
‘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.’
‘Janet is extremely professional, knowledgeable and thorough, an expert of her field. This shone through from our first conversation, which instinctively led me to want to work with Bespoke Advantage. As a new skincare brand the expertise of Bespoke Advantage has been invaluable.’
‘Janet, absolutely fantastic to meet you today. Thoroughly enjoyed The Beauty Workshop. You definitely excel in your area and beyond.’
‘We have been really pleased to work with Janet. Through her 6-Month online coaching program she showed us exactly what we needed to do each step of the way. Really look forward to having future opportunities to work together.’
‘Many thanks again for all the help, support and words of encouragement, as I said before, best and most sensible thing I’ve done in developing my beauty ideas is to engage with you!’
‘It’s been inspirational working with Janet. We are in the process of launching a skincare brand however have received conflicting opinions from so many people we were really confused. I am so impressed by Janet’s knowledge and experience in product development, marketing and retail and the way she explains everything so clearly. She is very motivating and positive, and so much fun to work with. I have much more clarity and confidence in how to move things forward.’
‘Bespoke Advantage helped us to bring our brand to life creatively and strategically. We have a clear strategy in place, with a distinctive brand message that enables us to articulate our brand to retailers and to journalists.’