WFH or work from home has been a default working mode for most people around the world over the past two years. As our need to commute diminished and we started being more carefree about our attire and appearance, one would have expected a negative effect on the grooming products market. Multiple studies that indicate strong growth in the grooming items, especially the men’s grooming products, however, proved otherwise. Continue reading to learn about the popularity of grooming products for men, as well as the business prospects that come with it!
Table of Contents
The rise of men’s grooming products
Trendy men’s grooming products in 2022
Moving forward
The rise of men’s grooming products
Many indicators point to a steady increase in men’s grooming products for the next 5-10 years. The minimum Compound Annual Growth Rate (CAGR) between 2021 and 2026 is estimated at 5.1%, while a separate study in 2021 revealed a slightly higher CAGR of 6.5% for the forecast period 2022-2027. And an even higher CAGR was predicted to continue for the next ten years, hitting 7.9% from 2021 onwards and reaching around $14.1 billion by 2031.
Numerous reasons have contributed to this consistent burgeoning trend, from a spike in the number of men’s salons and general disposable income to increased awareness of self-care and the gaining popularity of do-it-yourself (DIY) grooming products. The male grooming products market is set to take off further in the next few years. Among all these reasons, perhaps the most relevant and compelling is the greater focus on personal care in light of the recent global healthcare industry disruption.
Trendy men’s grooming products in 2022
Natural/organic ingredients oriented
In 2022, when it comes to the selection of grooming products for men, natural or organic-oriented products are without doubt the focus of the year. This statement is self-evident with at least three international US and UK media crowning brands with natural or organic products to top their men’s grooming brands list of the year.
The top 3 brands that make it into the list of the best men’s skincare products of 2022 by Observer, for example, are in every aspect natural or organic accentuated. The Los Angeles Magazine went a step further by listing all their top 5 highlighted men’s skincare brands in 2022 as brands with naturally boosted products. In fact, 7 out of its list of top 10 skincare brands for men are natural products. Even half of the list of new men’s grooming brands to try out in 2022 is all about natural elements.
Forecasts from multiple studies released in 2022 also serve as solid proof of such a growing trend. Natural products for skin are predicted to increase by a CAGR of at least 6.6% or up to 7.5% between 2022 to 2030. The rise of consumer awareness of health and well-being over the past two years as well as growing environmental concerns are credited as the main driving factors behind such a steady development. All these show that while the costs for natural/ organic grooming products are generally on the high side, people are willing to go for the quality and thereby opening a tremendous opportunity for wholesalers.
Skincare for men with natural ingredients such as aloe vera and shea butter can come in a full set covering from all facial essentials such as face cleanser, face cream, face serum and face masks to hair and body care such as shower gel and shampoo. On top of these, some manufacturers go beyond the typical standard facial and body cleansing products and extend to skincare maintenance series with moisturizing balm, eye serum, anti-aging facial serum, and night cream. Some of the typical skincare products for men are as illustrated below:
Manicure & pedicure
Manicure for men has become quite the thing in 2022, led chiefly by various male celebrities, as featured in multiple men’s magazines and fashion websites.
While men may probably be drawn to nail art for aesthetic reasons, they tend to emphasize self-identity and expressions as well as individuality through it. As demonstrated by most celebrities, men may use nail art as an extension of their complete outfits to magnify their colorful or cool personalities.
Another practical and pivotal reason that likely ignites such passion is the surge in health consciousness in recent years, which has made people appreciate the necessity of nail care, a role that manicure and pedicure can easily support.
A complete men’s manicure and pedicure kit typically consists of around 15 pieces of professional stainless steel tools and often includes a few items for facial needs, such as an acne needle or eyebrow scissors. There are also some comprehensive kits such as this 29-piece professional manicure pedicure set that includes tools in various sizes. Alternatively, a rather small, easy-to-carry manicure pedicure set in a zipper bag with about 6-8 pieces of essential tools included can also be a great choice for the home use, DIY grooming market.
All about beards
From an established men’s magazine to a popular chain barbershop, beards are unanimously described as an ongoing trend in 2022, even though they were already considered popular back in 2021. They also cited the WFH trend as the likely reason behind the blossoming popularity of beards. While people may not necessarily get more relaxed by working from home, they certainly get more freedom in terms of fashion choices and styling options.
The good news is, according to multiple reports and studies, WFH itself is evolving from a trend to be a permanent arrangement in various parts of the world, including America and Australia. The liberation endowed by WFH in terms of fashion and grooming taste signifies that the buzz for beards is likely to continue for quite a while.
Shave care-related products are indeed often inaugurated as the number 1 selling product category among all the men’s grooming essentials. This is hardly a surprising fact since almost every man needs to keep a clean-shaven routine from time to time, and this is when a razor with a built-in lubrication strip as shown in the picture below comes in handy.
And the latest research, which will be fully released only in July 2022, proves that beard grooming products are definitely on the rise. It reports an increase in personal care products for men and, as a result, a growing trend for beard trimmer-related products.
Another significant point that underscores the growth of beard care products is the fact that even the world’s top razor brand Gillette began to launch its beard care line of products in 2020. This is indeed a very different move since a full beard care kit covers quite a wide range of products, from beard care oil, shampoo, and trimmer to beard roller, basically almost everything a man needs for his beard.
On the other hand, beard growth or beard length enhancer oils that can boost facial hair growth are almost certainly in great demand for those who would like to keep an even, well-groomed beard. An organic, herbal-based beard oil meanwhile may help to elevate the consumer confidence in its health-oriented approach, as shown in the picture here:
Ultimately, a beard pencil filler may come to the rescue in the event of uneven facial hair growth, which is also known as a patchy beard. A beard pencil can help to fill in the gaps between patchy beards and create the impression of a full and groomed beard almost instantly.
Moving forward
Three major trends in men’s grooming products that wholesalers should keep an eye on in 2022 are natural or organic-oriented products, manicure and pedicure kits, and beard-related items, including shave care and beard care products. In summation, this year’s trends show that men nowadays generally view grooming products as a personal care necessity that should be both healthy and capable of bringing out their personalities while also assisting them in projecting a more manly image. Wholesalers might delve deeper into these aspects to discover more potential in men’s grooming products and get more ideas for similar items from Alibaba.com.
