# Bro Beauty Men's personal care is a growing market opportunity. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Apr 29, 2012 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/bro-beauty ## Key Figures - Trend score: 2.6/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: May 1, 2011 to Apr 18, 2012 - Published: Apr 29, 2012 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Examples of the Bro Beauty trend 7 featured examples from May 1, 2011 to Apr 18, 2012. - [Male-Specific Polish](https://www.trendhunter.com/trends/indashio-black): The 'Indashio Black' Evolutionman Lacquer is for Men (Category: Fashion) Implication: The male-specific polish trend presents a disruptive innovation opportunity for beauty brands to tap into the growing market of men's grooming products. - [Brotastic Beauty Sample Subscriptions](https://www.trendhunter.com/trends/birchbox-man): Birchbox Man Lets Guys Test Drive New Products (Category: Lifestyle) Implication: The beauty and skincare industry can leverage the trend of personalized sample subscriptions to introduce new products to customers and build brand loyalty. - [Fierce Facial Hair Fragrances](https://www.trendhunter.com/trends/beard-oil): The Dude No. 1 Beard Oil is a Grizzly Goatee Experience (Category: Business) Implication: The introduction of all-natural fragrances, such as the Dude No. - [Men-Only Manicures](https://www.trendhunter.com/trends/evolutionman): EvolutionMan Offers a Range of Nail Polishes Specifically for Guys (Category: Fashion) Implication: The cosmetics industry is presented with an opportunity to tap into a new market of male consumers - [Macho Beauty Products](https://www.trendhunter.com/trends/nivea-revitalizing): The Nivea Revitalizing Skincare Line Offers a Fresh Face for Young Men (Category: Fashion) Implication: Disruptive innovation opportunities lie in developing skincare products targeted towards younger males, addressing their specific concerns and preferences for effective skincare r… - [Macho Monthly Packages](https://www.trendhunter.com/trends/hiskit): Hiskit Targets the Best for Men Every Month (Category: Pop Culture) Implication: Subscription-based businesses can leverage the success of Hiskit's monthly sampling service by offering their own low-risk trial opportunities for consumers. - [Back Pocket Packaging](https://www.trendhunter.com/trends/lama-khayyat): Levi's Denim-Inspired Body Products for Men Designed by Lama Khayyat (Category: Fashion) Implication: Skincare companies can collaborate with designers and fashion brands to create trendy skincare products with fashionable packaging design. ## Themes within the Bro Beauty trend ### 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. ### 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. ### 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. ## What the Bro Beauty trend means for industry ### For 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 for Bro Beauty Trend score 2.6 out of 10, from popularity 47%, activity 22%, freshness 8%. - Popularity: 47% - Activity: 22% - Freshness: 8% ## Recent trend clusters - [Engineered Knits](https://www.trendhunter.com/protrends/technical-knit-apparel) (Fashion) - [Slope Remix](https://www.trendhunter.com/protrends/heritage-ski-fashion) (Fashion) - [Routine Illumination](https://www.trendhunter.com/protrends/cordless-beauty-devices) (Fashion) - [Lifestyle Curations](https://www.trendhunter.com/protrends/beauty-advent-ideas) (Fashion) ## Trending in Fashion - [Vintage-Inspired Winter Denim Collections](https://www.trendhunter.com/trends/winter-denim) - [Weatherproof Mid-Top Sneakers](https://www.trendhunter.com/trends/weatherproof-mid-top-sneakers) - [Football Throwback Sneakers](https://www.trendhunter.com/trends/football-throwback-sneakers) - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) All articles: [Fashion](https://www.trendhunter.com/fashion)