From 2023:
British men are branching out with their beauty routines more than ever, with Gen Z-marketed and celebrity beauty brands driving the surge.
Overall beauty spending among UK men has increased 77% year on year, according to new data from ‘buy now, pay later’ platform Clearpay.
Nail care products saw the biggest sales growth with an 103% increase from 2022, followed by fake tan (44%) and skin care (22%) products.
March 2024:
... nail polish is just one example of “a societal shift towards embracing individuality and self-expression, regardless of gender,” according to Lars-Johan Strand. Strand is the CMO, COO and cofounder of Obayaty luxury makeup for men, which launched in December 2023. The brand is also backed by leading pop music masterminds Max Martin and Savan Kotecha (Britney Spears, Taylor Swift, Ariana Grande, etc.).
According to a 2022 study by global market research firm Ipsos, 15% of heterosexual American men ages 18 to 65 use male cosmetics and makeup, and an additional 17% would consider using it in the future.
September 2024:
The global male grooming market is projected to be worth $115 billion by 2028, up from nearly $80 billion in 2022. This impressive growth is driven by changing perceptions of masculinity, with more men embracing self-expression and self-care without the fear of judgment. From basic cleansers and moisturizers to advanced treatments like retinol serums and anti-aging creams, men are investing in their skin in unprecedented numbers.
As I've said for years, those cosmetics companies, once they realised that only women were buying their product decided it was time for the other 50% to be made to suffer the same "beauty" regime necessities and promises.
So, once you've showered, soaped, scrubbed, washed and cleansed in that expensive new fitted bathroom, you can get shaved, depilated, deodorised and scented, finishing off properly with foundation, blusher, nail varnish, eye shadow and lipstick too. Then there will of course be maintenance too - trips to the nail bar, beauty salons, spas, pamper days and more. You can almost hear those tills ringing already. |
