# Male Subscription Subscription services market to men with items traditionally targeted to women. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 13, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/male-subscription ## Key Figures - Trend score: 4.6/10 - Evidence articles: 5 ## What is the Male Subscription trend? **Male Subscription:** Brands looking to overthrow gendered marketing are offering subscription services targeted to men, with products that were once almost entirely marketed towards women. Avoiding the pitfalls of gendered selling, these brands are contributing to a growing narrative that’s pushing for brands to be more inclusive and less divisive in how they associate “genders” with specific products or rituals. ## The consumer insight behind the Male Subscription trend For many North American consumers, particularly those who belong to Gen Z and Millennial demographics, gender is no longer the defining aspect of their self-identity. Gender norms are increasingly being shed and replaced with more neutral and progressive notions of how gender can and should be expressed. These changing dynamics have resulted in the consumer push for brands to stop boxing them into traditional categories, and instead focusing on their individual needs and preferences. ## At a Glance - Evidence: 5 featured examples - Articles from: Oct 20, 2017 to Apr 30, 2019 - Published: Mar 13, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Male Subscription trend ### Gender-neutral marketing Subscriptions and product lines traditionally targeted to women are now being positioned to male consumers. ### Simplification and convenience Brands are offering products and services that simplify purchasing processes and are geared towards a more convenient lifestyle. ### Inclusive male-specific beauty products Brands are developing masculine-focused products that address male-specific needs and self-care trends. ## What the Male Subscription trend means for industry ### For Subscription services Brands are offering subscription services that provide consumers with convenient and personalized products on a regular basis. ### For Beauty and personal care Brands are developing product lines that are gender-neutral and cater to specific male beauty needs. ### For E-commerce and retail Brands are redefining how products are marketed and sold, specifically targeting Millennial and Gen Z consumers and their preferences. ## Workshop question In what areas could your brand be more inclusive? ## Trend signals for Male Subscription Trend score 4.6 out of 10, from popularity 66%, activity 64%, freshness 8%. - Popularity: 66% - Activity: 64% - Freshness: 8% ## Examples of the Male Subscription trend 5 featured examples from Oct 20, 2017 to Apr 30, 2019. - [Discreet Male-Targeted Cosmetics](https://www.trendhunter.com/trends/mens-cosmetics): Stryx's Concealer & Tinted Moisturizer Redefine Men’s Cosmetics (Category: Fashion) Implication: The cosmetics industry can innovate by redefining products as tools for men to improve their appearance. - [Male-Targeted Wine Subscriptions](https://www.trendhunter.com/trends/wine-subscriptions): Bespoke Post's Wine Club is Geared Towards Millennial Men (Category: Lifestyle) Implication: The ecommerce industry can explore the potential for male-focused subscription services, expanding their reach to untapped markets and increasing customer engagement. - [Unisex Charcoal Skincare](https://www.trendhunter.com/trends/bamboo-charcoal-skincare): Scentbird's Bamboo Charcoal Skincare is Deeply Detoxifying (Category: Fashion) Implication: Companies can create gender-neutral skincare products that cater to a diverse audience, using natural ingredients like bamboo charcoal for effective results. - [Male-Friendly Flower Webshops](https://www.trendhunter.com/trends/flower-web-shop): 'Real Men Buy Flowers' Simplifies the Flower-Buying Process for Men (Category: Lifestyle) Implication: Disruptive innovation opportunity: Integrating male-friendly flower webshops into the e-commerce industry, targeting untapped male consumer segments. - [Quirky Male Grooming Subscriptions](https://www.trendhunter.com/trends/ustraa): Ustraa Takes a More Humorous Approach to Male Grooming (Category: Lifestyle) Implication: Opportunity to disrupt the male segment of the beauty and personal care industry by offering products tailored and marketed specifically to men. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)