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Aug 248 min read

The New Wave of Men’s Beauty

A Shift in Men's Interest in Beauty


In recent years, there has been a notable transformation in how men approach self-care, beauty, and wellness. This cultural shift is reshaping traditional norms and paving the way for a more inclusive understanding of personal grooming and well-being. As we delve deeper, let's uncover the driving forces behind this movement and explore how it's reshaping perceptions, practices, and products in the beauty and wellness industries.


Why This Shift is Happening


Redefining Masculinity: Men today are redefining masculinity to include self-care and grooming as integral parts of their identity. Unlike the past stereotypes that viewed skincare as vain or unmanly, modern masculinity embraces practices that enhance appearance and well-being. This shift reflects a broader cultural acceptance that caring for one's skin and grooming routines can be empowering rather than undermining.

  • Example: Alex Costa is a prominent influencer in men's fashion and grooming, renowned for his practical advice and expertise across platforms like YouTube, Instagram, and TikTok. Alex Costa influences modern masculinity by encouraging men to prioritize self-care and refine their personal style.


Changing Beauty Standards: Social media and digital platforms have intensified societal standards for male appearance. Men now face increased pressure to present themselves well in professional settings, social media, and personal relationships. This heightened awareness has encouraged men to invest more in grooming products and routines that align with these evolving standards.

  • Example: Gillette's ad campaign, "We Believe," marked a bold departure from traditional portrayals of masculinity. The campaign aimed to confront and dispel stereotypes associated with "toxic masculinity," a significant step for a brand long associated with phrases like "The Best a Man Can Get." Despite facing initial backlash, the campaign successfully addressed the evolving attitudes and expectations of male consumers in the 21st century.



Insecurities and Self-Improvement: Men are increasingly open about their insecurities regarding acne, aging, and overall skin health. This vulnerability has spurred a demand for skincare solutions that address specific concerns, boosting men's confidence and self-esteem.

  • Example: Future Marketing Insights report the market for men's skincare products is booming, expected to reach about US$ 15.08 billion in 2023 and projected to grow to US$ 37 billion by 2033. This growth highlights a strong trend of increasing male interest in grooming and skincare.


Role of Social Media and Education: Platforms like TikTok have democratized beauty knowledge, making skincare tips and routines accessible to men worldwide. These platforms provide a space for men to learn from experts, share experiences, and discover new grooming trends.

  • Example: Hyram Yarbro, widely known as @skincarebyhyram on TikTok and other social media platforms, has become a prominent figure in the beauty and skincare community. Hyram's content resonates with a diverse audience, including men, by simplifying skincare routines and advocating for effective, science-backed products.


In summary, the shift in men's attitudes towards beauty and grooming marks a significant cultural movement, driven by modern masculinity, changing beauty standards, and the democratization of skincare knowledge. This evolving landscape reflects a broader acceptance and embrace of self-care among men, paving the way for continued growth in the men's grooming market.


Areas of Growing Interest in Men’s Beauty

In recent years, men's beauty has evolved far beyond traditional grooming, encompassing a variety of new practices. Men are increasingly interested in skincare, makeup, mewing, and even nail polish, reflecting a broader acceptance of diverse self-care routines. Let's explore these emerging areas of interest.


Skincare


In recent years, men’s attitudes towards skincare have changed significantly, moving away from the outdated idea that skincare is unimportant. This shift has led men to see skincare as an essential part of self-care and grooming. In response, brands have developed specialized products tailored to men’s unique skincare needs.

Kiehl's, known for its skincare expertise, has launched a men's skincare line. This includes facial cleansers and moisturizers specifically designed to address common issues like oiliness, dryness, and sensitivity. Kiehl's products help men integrate skincare into their daily routines.

L'Oréal Men Expert has also made great strides in the men's skincare market. Their range includes anti-fatigue moisturizers and anti-aging serums to combat signs of aging and tiredness. These products emphasize the importance of maintaining healthy skin for men of all ages.

Clinique for Men is another popular brand offering solutions for men's skincare needs. Their oil-control mattifying moisturizer and extensive range of grooming essentials have made it easier for men to adopt comprehensive skincare routines, including cleansing, moisturizing, and targeted treatments.


Makeup

The Ipsos study offers valuable insights into the evolving landscape of male cosmetics among heterosexual men aged 18–65 in the U.S. Here's a breakdown of the key findings:

Current Usage and Potential Market Growth:

  • Currently, 15% of heterosexual men aged 18–65 in the U.S. use male cosmetics and makeup.

  • An additional 17% are open to using them in the future, indicating a potential doubling of the market size as more men consider integrating cosmetics into their grooming routines.


Generational Differences:

  • Older Men (51+): This demographic is primarily motivated by a desire to look younger and enhance their appearance through cosmetics. However, a significant 73% express reluctance, often citing concerns related to gender roles and masculinity as barriers to adoption.

  • Younger Men (18–34): They show a slightly higher preference for purchasing cosmetics from traditional men's brands rather than traditional women's brands. This age group also displays a higher comfort level with purchasing cosmetics both in-person and through virtual platforms like apps, reflecting their openness to exploring and adopting new grooming practices.


These findings underscore a shifting paradigm where attitudes towards male cosmetics are becoming more positive and inclusive, particularly among younger generations. As societal norms evolve and barriers diminish, the male cosmetics market is poised for growth, driven by changing perceptions of masculinity and increasing comfort with personal grooming products.


Rise of Dedicated Brands

Several brands have recognized the increasing interest from men in makeup and grooming, leading to the development of specialized product lines:


Chanel: Chanel's male makeup line, introduced in 2018, features a variety of products such as foundations and concealers tailored to men's skin tones and preferences. This initiative aims to provide subtle enhancements that blend seamlessly into daily routines.

War Paint for Men: This brand focuses exclusively on makeup for men, offering products like foundation and concealer sticks designed to provide natural coverage while addressing specific skincare needs.


MMUK MAN: MMUK MAN offers a comprehensive range of cosmetics for men, including foundations, bronzers, and brow gels. Their products are formulated to cater to men's unique skin types and tones, promoting a confident and polished appearance.


The Mewing Craze


The mewing technique, which has gained popularity on platforms like TikTok, originated from Dr. John Mew, an orthodontist from the United Kingdom. Dr. Mew introduced the concept of mewing as part of his orthotropics theory, which proposes that proper tongue posture can influence facial development and jawline aesthetics over time.


Dr. Mew suggested that by positioning the tongue correctly against the roof of the mouth (the maxilla), individuals could potentially improve their facial symmetry, reduce overbites, and achieve a more defined jawline. The theory emphasizes the importance of oral posture from a young age to promote healthy facial growth and prevent orthodontic issues.


Despite its popularity on social media and anecdotal claims of success, it's important to note that there is limited scientific evidence to support the effectiveness of mewing in significantly altering facial structure or enhancing appearance. The concept remains controversial within the medical and dental communities, with many professionals advocating for evidence-based orthodontic treatments instead.


Nevertheless, the accessibility of information on social media has contributed to the widespread adoption of mewing among individuals seeking non-invasive methods to improve their facial aesthetics. As a result, mewing has become part of the broader trend of DIY beauty and self-improvement techniques promoted through online platforms.


Nail Polish

The acceptance of nail polish marks a significant evolution in the beauty industry. Influential celebrities like Harry Styles, A$AP Rocky, and Johnny Depp have been photographed sporting painted nails, contributing to the normalization of this practice among their male fan base. This cultural shift has prompted beauty brands to cater specifically to male consumers with nail polish lines tailored to their preferences.


Chanel introduced a male makeup line in 2018 that includes nail polishes designed for men. These products are available in a variety of shades, from bold to neutral, allowing men to experiment with different looks.


In addition to Chanel, other celebrities have launched their own lines of nail polish, further promoting inclusivity in beauty norms.


For instance,

Tyler, The Creator collaborated with artist Jen Stark to create a limited edition nail polish collection to expand the boundaries of self-expression and creativity within the beauty industry.

  • Known for his innovative approach to music and fashion, Tyler, The Creator aimed to infuse his unique artistic vision into the nail polish line.

Machine Gun Kelly also ventured into the beauty industry by releasing his own gender-neutral nail polish line in partnership with Unlisted Brand Lab.

  • His line offers a range of colors, encouraging both men and women to embrace nail polish as a form of self-expression.

Harry Styles founded "Pleasing" a brand that offers items such as nail varnishes, skincare products, clothing, accessories, and even perfumes.

  • His vision for Pleasing's beauty products emphasizes highlighting natural beauty and making users feel beautiful rather than masking their appearance.


These examples highlight a growing trend where celebrities are not only endorsing but actively participating in redefining beauty standards and gender norms within the beauty industry. Their influence has empowered individuals of all genders to explore and celebrate their unique identities through beauty and grooming practices.


Men's Beauty Product Marketing:


Marketing men's beauty products involves understanding shifting societal norms and consumer preferences while effectively communicating the benefits of skincare and grooming solutions tailored for men. Here are some key strategies and considerations in men's beauty product marketing:


1. Messaging and Tone:

  • Emphasizes practical benefits and results-oriented messaging. Focuses on efficacy, such as fighting specific skin concerns or enhancing grooming routines.

  • Example: L'Oréal Men Expert's tagline "Fight fatigue, energize your skin" underscores the practical benefits of their skincare products.

2. Product Positioning:

  • Products positioned as straightforward solutions tailored to men's needs. Packaging is often minimalist and functional.

  • Example: Clinique for Men markets products like "Oil Control Mattifying Moisturizer," highlighting simplicity and effectiveness.

3. Packaging and Design:

  • Utilizes clean, masculine packaging with earthy tones and bold typography. Designs focus on simplicity and functionality.

  • Example: Bulldog Skincare for Men uses minimalist packaging that appeals to men's preference for no-nonsense products.

4. Educational Content:

  • Provides practical grooming tips and product recommendations through informative articles and videos.

  • Example: Dove Men+Care offers educational content on skincare routines, aimed at guiding men through effective grooming practices.




Disclaimer: Cultural Context in Asia


While the acceptance of nail polish and broader grooming practices for men is gaining traction globally, it's important to note that many cultures in Asia have long embraced male beauty rituals. In countries like South Korea and Japan, skincare and grooming have been integral parts of daily routines for men for decades. Korean skincare routines, for instance, often include multiple steps aimed at achieving clear and radiant skin, reflecting a societal emphasis on personal appearance and self-care.

These cultural nuances underscore that while Western societies are experiencing a visible shift towards inclusivity in beauty norms, many Asian cultures have already set precedents in embracing diverse forms of self-expression through grooming and beauty practices. The global movement towards gender-neutral beauty and personal care products acknowledges and builds upon these existing traditions, fostering a more inclusive and diverse beauty landscape worldwide.


(more in follow up article)


Conclusion

In conclusion, the landscape of men's beauty products is undergoing a significant transformation driven by changing attitudes towards skincare and grooming. What was once considered niche or taboo is now embraced as essential self-care among men of all ages. Brands are responding with specialized products and targeted marketing strategies that cater to these evolving preferences, emphasizing simplicity, efficacy, and inclusivity. As societal norms continue to evolve, the future of men's beauty products looks promising, with opportunities for innovation and growth in an increasingly diverse and accepting market.


References


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