According to Grand View Research, the men’s personal care category is expected to be worth $166 billion with a 6% CAGR by 2027. Following women’s skin care, men’s products are now more sophisticated and have come a long way. For example, British make-up brand War Paint for Men has opened its first brick-and-mortar store in London. The store offers the brand’s entire range as well as a bespoke foundation/skin tint shade service. Current activity is being driven by men’s facial care, antiperspirant/deodorant, and hair & body personal care. Acne care, eye care, and natural ingredients are popular themes.
About Face – Men’s Facial Care
According to Euromonitor, the men’s skin care market excluding shaving products in the U.S. was worth $402.8 billion in 2020, up 2.2% from 2019. The self-care movement has contributed to this growth. A 2021 report by Skinstore found that interest in male skin care had increased by 400% in the past five years. Many men’s brands have been expanding their offerings with a focus on facial care products. For example, Harry’s, the DTC razor brand, has expanded its skin care range with a new Blemish Treatment, Eye Cream, Night Lotion, and Toner. Bulldog has rolled out the Energizing collection in five products that are “designed to maximize skin health via natural ingredients that hydrate, brighten and improve overall skin texture.” All of the products are formulated with rice, algae, and maize. The Energizing Face Wash features citrus, ginger, and lime notes while the Energizing Face Scrub contains coconut shell to exfoliate. The Energizing Sheet Mask and Hydrator are made from unbleached bamboo and Energizing Eye Roll-On features a blend of two algae polysaccharides.
Jack Black has added an Acne Remedy collection in three SKUs. The Acne Remedy Balancing Foam Cleanser is a sulfate-free and oil-free foaming cleanser, which contains .5% salicylic acid, turmeric root extract, lactic acid, aloe vera, and bisabolol. The Acne Remedy Overnight Repair Moisturizer is an oil-free moisturizer that features a proprietary blend of AHA, BHA, and plant-based acids while the Acne Remedy Clearing Spot Treatment contains 10% sulfur to help clear blemishes and blackheads. DJ Khaled has partnered with Endexx to create Blesswell, a line of CBD-infused men’s grooming products. There are five facial products and one body wash and each contains 300 mg of CBD. The Blue Charcoal Face Mask is designed for all skin types and is naturally scented with lavender and mint while the Facial Cleaning Scrub highlights calendula and willow bark. Conditioning Beard Oil combines a nongreasy blend of watermelon seed and argan oil and the Ultimate Shave Cream is a non-lathering formula with cloudberry and shea butter. The lightweight Daily Moisturizer has hyaluronic acid, witch hazel, and chamomile and the Lathering Body Wash is made with arnica and green tea. Luxury French shaving brand Plisson has collaborated with Superga Beauty on the Le Soin line, which uses natural ingredients. There are several new facial products including an Anti-aging Face Cream, Energizing Facial Scrub, Facial Cleansing Gel, Facial Moisturizing Fluid, and Eye Contour Care. Guess launched Guess Effect, the brand’s first-ever men’s grooming collection. To release the collection, Guess debuted the Guess Effect Eau de Toilette with notes of citrus, sage, and vanilla. The Clean Rejuvenating Face Wash and Boost Invigorating Hair and Body Wash showcase caffeine-infused formulas. Deodorizing Body Spray and Protect Hydrating Face Moisturizer complete the collection.
No Sweat – Men’s Antiperspirant/Deodorant
Deodorant and antiperspirant are staples in men’s grooming rituals. Activity is currently driven by new scents, long-lasting formulas, and better-for-you ingredients. At the beginning of the year, Old Spice launched Dynasty, Royalty, and Sea Spray fragrances in deodorant, antiperspirant, and body wash applications. Harry’s also launched its first line of men’s deodorant and antiperspirants in January. The products are formulated with three levels of underarm odor control: Level 1 deodorant, Level 2 antiperspirant, and Level 3 extra-strength antiperspirant. Degree launched the Unstoppable Freshness with MotionSense technology in two scents: Coconut and Mint and Mandarin and Vetiver. The Degree Men Antiperspirant Deodorant Spray is “supercharged with 48-hour odor protection” while the Deodorant Stick packaging is recyclable and made with 98% recycled aluminum. Axe Effect is a new line of Body Sprays, Antiperspirant, Deodorant, and Body Wash, which contain the brand’s proprietary Dual Action technology “to bust odor and release an invigorating fragrance.” To fight odor for up to 48-hours, Axe Effect offers 48-hour High-Definition Refreshing Scent Body Sprays and Anti-Sweat Formula Antiperspirant Sticks. Also offered are Clear Formula Deodorant Sticks, which do not contain aluminum or parabens. The 12-hour Refreshing Scent Body Wash is free of parabens and formulated with plant-based prebiotics while the Body, Hand and Face Bar is a plant-based cleansing soap bar. To keep things lighthearted and humorous, MullenLowe and Axe in the Netherlands, created Axe Lite, a new spoof product variant, which allows you “to be slightly less irresistible” as people begin to socialize again.
Get Personal – Men’s Hair & Body Products
Multipurpose and long-lasting hair care and body care formulas with natural ingredients are the latest developments happening in men’s hair and body products. Earlier this year, CVS Health released Goodline, its first store brand dedicated to men’s grooming products with a “For Guys By Guys” tagline. The collection includes beard care, facial care, bath & body products, shaving products, and grooming tools and is free from phthalates and parabens. The 3-in-1 Body Wash is available in three scents: Cedar and Mandarin, Cypress and Juniper, and Spice and Lavender. SheaMoisture expanded its portfolio with the launch of SheaMoisture Men, which features bath, body, and hair care products formulated with a variety of ingredients such as avocado butter, coconut oil, Himalayan salt, mafura oil, maca root, manuka honey, raw shea butter, and volcanic ash. Nivea Men introduced Breathable Body Lotion with a paraben-free formula and microgel, shea butter, and a blend of oils “that help with skin breathability.” The lotion claims to provide “long-lasting moisture for 48 hours and evaporates sweat three times faster than Nivea Men Maximum Hydration Lotion.” Giovanni, the brand known for its natural products, debuted the Art of Giovanni men’s grooming line in six products. The products are formulated with extracts of cedarwood, sage, eucalyptus, and aloe. The Daily Cleansing Body Bar, 2-in1 Daily Shampoo and Conditioner, 2-in-1 Daily Body Wash and Facial Cleanser, and Strong Hold Hair Styling Gel contain ginseng and eucalyptus.
The U.S. skin care market is crowded with many brands jockeying for position. The men’s grooming segment continues to actively add to the growth with several new launches. Men’s skin care has moved beyond shaving and products are now targeted to meet men’s specific needs such as acne and eye care. Like all other consumer products, men are also looking for better-for-you, natural ingredients, and paraben-free formulas. Watch as sophisticated men’s skin care products continue to launch.
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