Here come the boys! The next big beauty trend?

You won’t be surprised to know that the male grooming market has exploded over the past few years with the rise of men taking care of their appearance creating an industry worth a huge £500 million*. And now that figure is set to fast track if you believe the hype around men’s make-up.
September 18, 2019
Liz Dalton

You won’t be surprised to know that the male grooming market has exploded over the past few years with the rise of men taking care of their appearance creating an industry worth a huge £500 million*. And now that figure is set to fast track if you believe the hype around men’s make-up.

Recently, we saw all the investors in Dragon’s Den clambering to invest in men’s make-up brand War Paint for Men. Founder Daniel Gray gave a brilliant pitch talking about how make-up helped him overcome mental health issues and how he wants to disrupt the industry to enable men to feel comfortable wearing make-up. The Dragons saw the opportunity and Daniel had offers from every single one of them.

Premium brands such as Chanel, Tom Ford and Marc Jacobs are already on the case with the launch of make-up lines purely aimed at men. The goal of these brands is to provide men with subtle fixes that are undetectable rather than make-up to be seen. It’s only natural that mass brands will follow suit and bring men’s make-up into the mainstream.

If you’re thinking of moving into the men’s beauty industry, recent research from NPD highlights the beauty products that men have been buying into over the past 12 months. The winner by far is prestige face masks which saw a rise of 111%! Bodycare is also a huge growth area with exfoliators growing by 20% and body cleansers by 9%.

So, is men’s make-up a flash in the pan or the start of a whole new era for the beauty industry? We think the only way is up and that men’s beauty will continue to grow over the next few years with make-up becoming mainstream for a generation of image conscious men.

*NPD Group – value in the 12 months to end of June 2019