A Wo(Man)’s World
Made For Me(n)
Cosmetics for (Modern) Men
Beauty categories targeted exclusively towards women – like make-up and nail polish – are now being explored, even championed, by men and free-thinking young male icons. Progressive independent brands are breaking ground with marketing that encourages self-expression through beauty.
Beauty categories targeted exclusively towards women – like make-up and nail polish – are now being explored, even championed, by men and free-thinking young male icons. Progressive independent brands are breaking ground with marketing that encourages self-expression through beauty.
Summary
A Wo(Man)’s World | Beauty categories targeted exclusively towards women – like make-up and nail polish – are now being explored, even championed, by men and free-thinking young male icons. Progressive independent brands are breaking ground with marketing that encourages self-expression through beauty. |
Made For Me(n) | While the genderless market can naturally attract a wider audience, new research (see Key Stats) reveals that men are more likely to buy into products that cater to their specific needs and brands that speak their language. |
Cosmetics for (Modern) Men | In the UK, 49% of male consumers are willing to add extra steps to their daily hair and skincare routines (Mintel, 2021), while 39% of American men describe their spending on skincare as high (GlobalData, 2021). Contemporary independent brands are elevating personal care products in line with growing demand for supercharged beauty and grooming routines. |
Covid-19 has changed the face of male grooming, serving as a growth catalyst for personal care, and inspiring more men to take charge of their skin, hair and body regimes. Stylus explores the latest trends and hot topics, including the debate surrounding the future of genderless or male-forward brand success.