Male order

Published: 1-Aug-2014
Male Grooming

Pure Beauty gives you the complete guide to men’s grooming in 2014 highlighting skin care, shaving, body care, hair care options before providing a brand guide

You need to be a subscriber to read this article.
Click here to find out more.
Although highly unlikely to ever become as huge as the female beauty market, male grooming is pretty big business for the UK’s personal care industry. A report by Mintel published last year found the UK grooming category grew by 12% between 2007-2012, from £512m to £574m, and sales are expected to rise a further 6% by 2017. Globally, sales rose by 70% over the six year period and up to 74% of British men are now defined as keen shoppers when buying personal care products. Growth is largely being fuelled by the younger market, for whom grooming is seen as far more acceptable. Herbie Dayal, CEO at KMI Brands, says: “Ask any 12-year-old about grooming and they will tell you about hair styling products (waxes or gels), skin cleansing products (for spot free skin) and fragrances such as Lynx. More men are getting into grooming and talking about grooming products at a younger age. As they get a bit older, say 18+, they may start investing more in facial care products – moisturisers, face wash and, of course, shaving products. There has been a dramatic shift in grooming in terms of overall spend and the young age at which grooming comes into a man’s life.” Male products tend to offer more straightforward descriptions of their functions and benefits than female ones, and this is because men tend to want problem/solution type purchases that do what they say on the tin. However, there is still a lot of choice out there. Having a sound understanding of the specific grooming needs of men will help you to suggest products succinctly and knowledgeably, and guide your male customers to their perfect products.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
  • Companies:
  • Philips
  • Procter and Gamble
  • Unilever
  • Puig
  • Wilkinson Sword
  • Bulldog Skincare
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Male Grooming

AI’s role in destigmatising beauty for men

Read more
AI is leading the way for technological leaps in the beauty industry, but are men being left at the wayside? Cosmetics Business explores

Trending Articles

  1. You need to be a subscriber to read this article.
    Click here to find out more.
    TikTok's #GRMW trend is encouraging men to try make-up and skin care Get Ready With Me content is achieving what the grooming industry has been trying to do for years: persuading men to adopt beauty routines by normalising them
  2. Cosmetics Business reveals the top 5 male grooming trends of 2024 in new report From the #looksmaxxing phenomenon and its impact on Alpha boys, to the rise of whole body deodorants, male grooming trends are evolving fast
  3. You need to be a subscriber to read this article.
    Click here to find out more.
    Looksmaxxing: Is anyone talking to Gen Alpha boys? The TikTok trend covers everything from spot treatments to bone smashing as boys try to 'maximise' their looks. Yet the beauty industry is still ignoring them
  4. You need to be a subscriber to read this article.
    Click here to find out more.
    Cosmetics Business reveals the 5 biggest male beauty trends of 2018 in new report Brands are calling time on male stereotypes, a new face of masculinity is emerging and the historical category name ‘male grooming’ is being rejected. The sector is on the brink of major change
  5. You need to be a subscriber to read this article.
    Click here to find out more.
    Top 50 beauty brands 2023: Which is the world’s biggest brand? L’Oréal has retained its status as the world’s most valuable beauty brand on Brand Finance’s league table, but did its value rise or dive in 2023?

Upcoming event

Cosmetic Product Safety Assessment E-Training: Starting the Assessment

19 April 2024 | Virtual See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Male Grooming

AI’s role in destigmatising beauty for men

AI is leading the way for technological leaps in the beauty industry, but are men being left at the wayside? Cosmetics Business explores
You need to be a subscriber to read this article.
Click here to find out more.
Fragrance

Cosmetics Business Picks: 12 holiday collections to buy in December

Cosmetics Business rounds up the top 12 Christmas launches that are available to buy this gifting season
Body Care

'My heart left my body': What it's really like to win at the Pure Beauty Awards

With the 2023 edition of the Pure Beauty Awards UK set to take place this November, the editorial team speak with former winners to see how winning at the event has helped their business thrive
You need to be a subscriber to read this article.
Click here to find out more.
Sustainability

Top 50 beauty brands 2023: Which is the world’s biggest brand?

L’Oréal has retained its status as the world’s most valuable beauty brand on Brand Finance’s league table, but did its value rise or dive in 2023?
You need to be a subscriber to read this article.
Click here to find out more.
Sustainability

Top 50 beauty brands 2023: Which brands are the best loved?

Why are the most valuable brands not necessarily the strongest? And, with that in mind, which beauty player reigns supreme in strength? Brand Finance explains
You need to be a subscriber to read this article.
Click here to find out more.
Sustainability

Top 50 beauty brands 2023: Which country’s brands are booming?

Which country’s brands gained in value in 2023 and which brands joined or fell off Brand Finance’s beauty league table this year?
You need to be a subscriber to read this article.
Click here to find out more.
Sustainability

Top 50 beauty brands 2023: How important is sustainability for consumers’ perception of brands?

Which brands are ranking highly in Brand Finance’s table thanks to their sustainability and CSR drives, combined with positive customer perception?
Subscribe now