While Mintel recently highlighted a general shift in attitudes regarding the topic of male beauty, with consumers moving away from gender stereotypes while embracing gender neutrality, a new market research by Reportlinker has valued the global male grooming product industry at USD 47.582 billion (about EUR 40.412 billion) for the year 2016, with steady growth predicted to push this figure up to USD 61.567 billion by the end of 2026.
In this context, some cosmetics brands are waking up to the growing consumer trend for specialist beauty products and treatments for men, resulting in a slew of new and innovative solutions. We take a look at some of the hottest new arrivals on the men’s beauty scene in 2017.
Skincare staple Kiehl’s made a big move earlier this year when it expanded its men’s beauty products with the launch of a ‘Grooming Solutions’ line. Described as the ‘essential toolkit’ for perfectly groomed guys, it contains everything from soap to styling gel, but one of the most ingenious products is the ‘Nourishing Shampoo + Conditioner,’ which hydrates the scalp while removing buildup.
Hip fragrance brand Le Labo also rolled out a men’s grooming line over the summer, described as "an ode to old-world, traditional Americana barbershops." The six-piece collection spans shaving creams, beard oils and balms, but it was the ‘Face Bronzer’ that really stood out.
Eventually, streetwear brand of the moment Supreme made a surprise move on the grooming sector back in September, when it teamed up hair accessory company Andis Envy Li on a pair of cordless hair clippers. The tool, which features a high-speed adjustable blade, reportedly sold out in under 10 seconds.