Many specialized brands have hatched thanks to e-commerce and the fashion of the “hipster” bearded but neat, without to overshadow the giants of cosmetics. Cosmetics brands are not mistaken and multiply new products … as it has been the case for many years in the female department.
Large groups often have mostly feminine brands, with masculine ranges coming later. Original brands, created from the outset for men, really have a card to play. In 2015, the men’s beauty market, or “grooming” (excluding shaving products, soaps, toothpastes and perfumes) accounted for global sales of € 17.4 billion, 30% more than in 2011, according to the Euromonitor research firm. However, this still represents less than 15% of the total cosmetics market in 2017.
In the United States, then in Europe, many independent high-end men’s brands have emerged in recent years, particularly in the field of beard care, often favoring a dandy and retro design, like the British: Captain Fawcett and Apothecary 87 or the young brand House 99 launched by David Beckham in collaboration with L’Oréal.
All of this made possible by the increased purchasing power of Generation Y men, who follow the trends put forward by celebrities who care about their looks, brings the concept of self-care to another level. The desire to be part of a way of life synonymous with success and well-being leads male consumers to barbershops and salons offering personalized services and care designed for men.