Reshaping Men's Beauty
Published 29 May 2024
The $90bn global men’s grooming market is undergoing a shift, with fresh brands rethinking what men’s beauty looks like, and proposing a more luxurious take on colour cosmetics and skincare. Stylus spotlights new brands and product concepts introducing a new vision of self-care and self-expression for men.
New Age Masculinity
Elevated Grooming
Men’s Wellness Pivot
An increasingly fluid representation of masculinity in cinema and on the catwalks is breaking down barriers that restricted previous generations, enabling modern men to explore new avenues of self-expression via colour cosmetics. And thanks to liberating skincare knowledge circulating via TikTok, functional yet fresh and thoughtful products for men are increasingly entering the mainstream.
An increasingly fluid representation of masculinity in cinema and on the catwalks is breaking down barriers that restricted previous generations, enabling modern men to explore new avenues of self-expression via colour cosmetics. And thanks to liberating skincare knowledge circulating via TikTok, functional yet fresh and thoughtful products for men are increasingly entering the mainstream.
Men’s personal care is being elevated with high-quality product experiences, positioning the category with significant opportunity for growth. New directions in the sector are catering to outdoor skin needs and multifunctional demands with solution-driven formulas at the core, while sensorial fragrances are also gaining traction.
Traditional views rigid of masculinity are being replaced by more inclusive visions that embrace self-care and emotional wellbeing. This shift is playing out across the luxury wellness sector, spanning spa therapies and products outside of the traditional grooming segment, as well as sexual wellness.
Reshaping Men's Beauty
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