Genderless Beauty: The Evolution Of The Male Grooming Industry

It was once frowned upon, but the male grooming industry is booming and demand is set to continue to rise for the foreseeable future. While the hair and beauty industry used to be widely dominated by women, male grooming has taken a firm stand as a player in the beauty world. The best of the best in cosmetics have not missed this trick, creating products for every need of the modern day, metrosexual man.

With social media strengthening the power of individuality and the ability to express one’s creativity to the world, male grooming has gone from a simple “back and sides” to male make-up, hair pieces and more. A quick internet search garners thousands of responses to help with any queries, from styling your hairdo to the application of men’s bronzer.

This year, the global male grooming market is set to stand at $21.65 billion, with predictions that it will rise to $23.98 billion by 2020 and $29.14 billion by 2024. In fact, with such a demand, within the next 5 years, we could be seeing specialised male grooming counters popping up within our beloved department stores. Right next to Chanel and Jo Malone, it’s predicted we could find counters aimed at men on the hunt for products that, until now, have been simply a chore to pick up.

The UK Boss of L’Oreal, Vismay Sharma, claims this is a direct result of the “selfie generation” – the movement towards losing old taboos and men being more open about their beauty needs and wants.

male grooming barber shop beard trimming

Salons & barber shops

As the trend evolves, salons have taken notice and created more options for men, to encourage grooming treatments. Men-only salons have also increased in numbers, such as The Refinery, in Knightsbridge and Mayfair, London. Opening in 1999 to fill the void in male grooming salons, branch manager, Deborah Gayle, said that now the industry is flourishing, increasing additional treatments are becoming more and more popular, such as, “hair removal, via waxing or laser” and the salons have even trialled “manscara”.

Today’s barber shops have also benefitted from this trend. A fifth of barbers have said their clients are willing to spend more now than a year ago, with 38% now offering eyebrow waxing and shaping and 23% offering facial treatments to their clients. With short, shaped beards one of the biggest trends for 2018, beard grooming and facial hair products look to be a particular hit this year.

What’s next for the male grooming industry?

The trend is clearly showing a continued rise in the demand and purchase of all things male grooming. Lead by social media, which is not going anywhere, male hair and beauty cosmetics will grow in both volume and options.

Purchasing male cosmetics will also become so much easier for men globally. Having websites such as mrporter.com and asos.com, means quick search results, easy purchase and payment, as well as convenient and completely judgement-free delivery. From hair gel to male mascara, men can now get any product they’re curious about, straight to their door, within 24 hours.

With men now seen as the face of some of the biggest make-up brands in the world, like Maybelline and Covergirl, the future of the male grooming industry is certainly big, bright and extra colourful.

What do you think is the next stage in the male beauty market? Share your opinions with us in the comments on Facebook and Twitter.

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