Male Grooming – From Niche to Mass and Beyond

Male Grooming
Male Grooming

Male grooming—once a hardly noticeable niche category—has evolved over the past several years to become mainstream in beauty and personal care, characterized by billion-dollar acquisitions, the introduction of high impact products, online niche players catering to convenient purchases, and, most importantly, a general shift in male consumers wanting to look and feel their best.

What are the unexplored categories in this market, and how much further will this segment evolve? As our Male Grooming Products: U.S. Market Analysis and Opportunities report is currently underway, we’d like to share some of the most exciting discoveries so far, exploring the performance of leading brands, buzz behind marketing and promotions, growing distribution channels, and the way that this segment will shape up in the coming years.

The Magic Boxes  

Subscription shaving services have been around since the Dollar Shave Club introduced its innovative e-commerce model for convenient purchases of razors for men. What started off as a company delivering razors to your door has evolved into a multimillion-dollar category with rising new players, such as Harry’s, 800Razors, and Bevel. Cosmetics giants have taken note. While Unilever made its acquisition of The Dollar Shave Club, Procter & Gamble launched its own Gillette on-demand text razor ordering service, while the all-time favorite Jack Black launched its own version of a luxury razor service in 2017.

The Convenient Outlet

Convenience is key, particularly in male grooming, as the Internet becomes the leading and fastest growing channel for male grooming products, fueling further development of the segment by allowing men to make their own choices in terms of product and pricing. The Internet is expected to further help with delivering products that men would feel uncomfortable purchasing in stores.

The Marketing Buzz  

While online marketing and promotions through social media influencers are prevalent in the women’s category, they do not yet yield similar results in male grooming. Marketing to men is largely through product reviews in men’s magazines and targeted advertising using digital marketing on social media. Will the rise of male influencers further push the envelope in this category? Furthermore, will male influencers become important market and product movers?

The Power Products

Men are increasingly opting for high impact products, such as face masks and anti-aging serums, to prevent and reverse signs of aging. As an increasing number of men become more comfortable with using clay masks and beauty devices, the power of effective products will grow. Will men become more familiar with product ingredients like retinol and antioxidants for their daily routine?

The Smaller Guys

High growth potential and opportunities in this previously underserved market have given rise to niche brands creating effective products in innovative packaging. Male grooming indies, often started in garages, such as Scotch Porter, Brickell Men’s Products, Percy Nobleman, and Gentlemen Republic, will continue to shine in this category, making their way into the staples used by men for their everyday grooming needs.

To learn more about this market, please refer to our upcoming Male Grooming Products: U.S. Market Analysis and Opportunities report. The categories covered in the report include deodorants and antiperspirants, hair care products, personal cleansing products, shaving products, and skin care products.

Don’t miss our webinar next week—Technology’s Impact on the Beauty Shopping Experience—exploring how technology is transforming the beauty retailing scene. This online event will take place next week, Wednesday, August 2, 2017 at 10:00 AM EDT/2:00 PM GMT. If you’re interested in joining, please register HERE.