Pure Beauty

For love or money: What do the Love Island men mean for the future of male grooming?

By Sarah Parsons | Published: 18-Jun-2019

With millions of consumers smitten on Love Island 2019, Cosmetics Business explores how the beach boys from the reality TV show have shaped and reflect long-term male grooming trends

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It’s another summer of love. We’re halfway through season five of British reality television show Love Island and millions of eyes are watching toned, immaculately groomed men and women compete for £50,000, potential sponsorship deals and ‘romance’.

In fact, the channel behind the show ITV2, reported its highest ever opening with 4.2 million consumers watching the first episode across a number of media devices. Not only does that mean 18.5% of British TV viewers tuned into watch islanders enter the villa for the first time, but 57% of 16-34-year-olds were checking out the buffed contestants.

To put it into context, that’s

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