Pure Beauty

Humanery: The new purpose-built beauty retailer for men

By Becky Bargh | Published: 3-Dec-2021

Dubbed the fastest-growing consumer group, male beauty is a lucrative market. But with an industry heavily geared towards women, men are proving to be an afterthought in beauty retail. Here to shine a spotlight on the male consumer is Humanery

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The male beauty market is seeing handsome growth, as more men than ever before become tuned into the benefits of beauty, health and wellness.

As the fastest-growing consumer group, men are seeking their own dedicated skin care solutions and colour cosmetics targeted to their needs, while the rise in men’s wellbeing has triggered demand for more male-specific spa treatments, with 54% of Gen Zs interested in visiting a spa.

Forecasters predict that the male personal care market could hit up to US$166bn by next year – a CAGR increase of 5.4% since 2016 – according to Allied Market Research.

Between the ‘bald positivity’ movement, men getting more serious

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