Category
Fashion
Engineered Knits
2.6
Trend score
What's Happening
What is the Bro Beauty trend?
Bro Beauty: Interest in men's beauty products is on the rise, as more males who are comfortable about their masculinity begin purchasing products to address a cosmetic need (i.e. dry skin) and to experiment in areas traditionally left for the gals. According to Diagonal Reports, the men's beauty market in the United States is one of the best performing segments of the personal care industry, with the market seeing double-digit growth over the course of the decade. Today's man wants to take pride in his appearance, and is therefore more willing to spend money on grooming products that will keep him looking young and fresh. While most men have yet to accept nail polish as a part of their daily beauty routines, many are trying out skincare creams, haircare products, hair color and fragrance.
Evidence
Examples of the Bro Beauty trend
CategoryFashion
Male-Specific Polish
The 'Indashio Black' Evolutionman Lacquer is for Men
The male-specific polish trend presents a disruptive innovation opportunity for beauty brands to tap into the growing market of men's grooming products.
CategoryLifestyle
Brotastic Beauty Sample Subscriptions
Birchbox Man Lets Guys Test Drive New Products
The beauty and skincare industry can leverage the trend of personalized sample subscriptions to introduce new products to customers and build brand loyalty.
CategoryBusiness
Fierce Facial Hair Fragrances
The Dude No. 1 Beard Oil is a Grizzly Goatee Experience
The introduction of all-natural fragrances, such as the Dude No.
CategoryFashion
Men-Only Manicures
EvolutionMan Offers a Range of Nail Polishes Specifically for Guys
The cosmetics industry is presented with an opportunity to tap into a new market of male consumers
CategoryFashion
Macho Beauty Products
The Nivea Revitalizing Skincare Line Offers a Fresh Face for Young Men
Disruptive innovation opportunities lie in developing skincare products targeted towards younger males, addressing their specific concerns and preferences for effective skincare r…
CategoryPop Culture
Macho Monthly Packages
Hiskit Targets the Best for Men Every Month
Subscription-based businesses can leverage the success of Hiskit's monthly sampling service by offering their own low-risk trial opportunities for consumers.
CategoryFashion
Back Pocket Packaging
Levi's Denim-Inspired Body Products for Men Designed by Lama Khayyat
Skincare companies can collaborate with designers and fashion brands to create trendy skincare products with fashionable packaging design.
Trend themes
Themes within the Bro Beauty trend
Three behaviours holding the trend together01
Male Grooming Market
As more men become interested in personal care, grooming product companies have the opportunity to cater to a growing market by developing cosmetic products targeted towards men.
02
Subscription Box Services
Subscription box services provide an opportunity for businesses to market their products to consumers by offering a monthly service that offers samples of the products.
03
Disruptive Nail Polish for Men
Men's nail polish has the potential to provide a new avenue for the cosmetics industry to develop disruptive products specifically targeted to male consumers.
Industry implications
What the Bro Beauty trend means for industry
Where the trend changes the playbookFor
Cosmetics
Beauty companies could innovate by developing cosmetic products targeted towards men's skincare, haircare, and fragrance needs.
For
Subscription Boxes
Businesses can offer monthly subscription services for consumers to try and test out new products.
For
Nail Care
The cosmetics industry could disrupt the norm by catering to men with manicure products like nail polish and nail tool kits.
Trend signals
Trend signals for Bro Beauty
Trend score 2.6 out of 10, from popularity 47%, activity 22%, freshness 8%.
Popularity47%
Activity22%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
