Men’s grooming category continues to grow

Men are taking their appearance  more seriously than ever before. Gone is the mindset that men are not interested in anything more than basic grooming options. In its place is a more evolved understanding that, given the opportunity, men want to buy products that help them look and feel their best.

Botanichem owner Robyn Brown says that a growing number of her existing clients are requesting formulations and ingredients for male grooming products, and the briefs are becoming more sophisticated as well.

Men continue to want a more casual appearance, and this extends to grooming – they are caring for themselves more but they do not want it to look like they are. Long beards remain on-trend and men continue to wear their hair short, at least on the sides, and therefore interest in grooming and related products remains strong.

Evidence of this is the fact that a brand such as Wahl, best known for their clippers and trimmers has extended its range to include beard wash, balm, pomade, shave cream, shampoo and body wash.

More men are choosing to have a range of facial hair styles, and are developing an interest in facial hair styling and the tools that go with it, however P&G’s research shows shaving still represents the largest segment of the men’s grooming category. Forty-three percent of guys age 18-to-24 years old and 39% of men age 25-to-34 years old are clean-shaven. Shave care products featuring natural ingredients that help with razor burn, bumps and other unpleasant side effects of shaving, especially those with very thick, coarse curly facial hair remain popular.

Beard Care

When it comes to beard and facial hair care there are some great innovations using quality ingredients, for example Sundial created its SheaMoisture Beard Care collection with invigorating maracuja oil and certified organic shea butter to soften, smooth and cleanse without drying out facial hair and skin.

Facial Care

Men want to look young, active and professional. They want brands that have morals and values that align with their own. Products such as cleansing wipes, nose strips, facial cleansers and peel-off masks are all gaining more interest.

Men have also become more aware of sun damage and actively seek skin care that has and SPF in for daily use.

About skin and not men

Brands are also noting that men’s grooming category is becoming much less gender focused as male consumers focus more on skincare and ingredients rather than the ‘for men’ marketing that has dominated the category for decades.

Botanichem has a range of ingredients and raw materials that are suitable for male grooming and care products.

[First appeared on drugstorenews.com by Carol Radice]