Top 5 trends disrupting men’s care published in new report

YYoung man wears a towel like a turban on his head, smiles and applies cream to his left cheek with the thumb of his left hand.

Young man with moisturizer on the face. Photo of smiling man on beige background. Grooming himselfCosmetic Business published a new report on trends in men´s care. As stereotypes are banished and wellness moves in, brands are now addressing more of the very real needs men have.

According to Cosmetic Business over many years, male grooming brands would seek to reassure men that they could use a moisturiser, a fragrance, or even a deodorant without threat to their masculinity. The use of stereotypical colour cues on packaging, and product campaigns depicting a chisel-jawed model who was ultimate at all things ‘male’, played a role in this objective. But a shift has taken place.

A more inclusive view

The past year has seen even more of the big legacy brands in men’s personal care refocus their messaging to identify with a more inclusive view that aims to empower the individual. And there are opportunities for brands to take the next step. “Inclusivity should not only be reflected in marketing but should be part of brands’ authentic image, catering for concerns of all skin types and tones,” says Kseniia Galenytska, Consultant of beauty and fashion research at Euromonitor International. Bevel is an example of a brand that successfully targets the specific needs of men of colour. Once a digitally-native vertical brand, it is now available at more than 450 Target stores.

The full article is published on

Share this Post
Back to Homepage