Cosmetic industry for men

Although the men's cosmetics market has gone unnoticed in the past, today around 50% of men buy products for the body and well-being. Taking care of yourself is no longer a taboo, on the contrary, the importance of appearance is increasingly valued. This has led to the development of a range of innovative and targeted products such as for women.

Previously, men's personal hygiene was limited to shampoo, shower gel and hair gel, today the range of men's products is much wider; moreover, there is so much interest in walking that we see that men's aesthetic centers adapted to their needs are opening more and more. We know that people want an effective product that leads to good, visible results quickly.

What are men looking for?

In first place, they find skin care products (everyone is looking for clear skin, this is not specific to men) then, moisturizing and anti-aging creams. Other key trends include the growing demand for natural and organic products as well as fragrances. In recent years, consumers seeking a well-trimmed beard rather than a hairless appearance have adopted varied shaving habits, driving sales of beard wax/beard fixatives and trimmers.

We see that people prefer to buy their products online because it combines comfort, speed of purchase, efficiency and security of product quality. (by consulting reviews on a product before purchasing it). Social media is a big impact to show and try products, we have the influencers who are the new marketer and pushes to buy it.

And According to a report by Persistence Market Research, the global male grooming products market is expected to grow at an annual rate of 8% between 2021 and 2031. North America is expected to be the most lucrative market for men's grooming brands, with sales of approximately US$14.0 billion and also South Asia. China will remain a key market.

Africa is a cosmetics market with several million male consumers and a growing middle class that is largely underestimated/underexploited; largely ignored by international brands. There are many opportunities because the cosmetics sector is booming with a population looking for quality products and open to the world.