Category
Fashion
Scaled Restraint
Trend cluster
Category
Masculine
Cosmetics
As male consumers focus more on lifestyle, men-only cosmetics rise.
3.6
Trend score
Trend
What is the Masculine Cosmetics trend?
Masculine Cosmetics: The cosmetic market is disproportionately focused on women, which is being shaken up by brands looking to broaden the demographic focus with products for men only. As male consumers continue to be more interested in lifestyle and appearance, the introduction of cosmetics for men rebrands a one sided market to the delight of consumers across the board.
Trend themes
Themes within the Masculine Cosmetics trend
Three behaviours holding the trend together01
Male Grooming
As male consumers take more interest in personal grooming and appearance, the introduction of cosmetics and skincare products for men offer a new way to capture a previously underserved market.
02
Gender Neutral Beauty
Brands looking to broaden the demographic focus and challenge traditional beauty norms by offering unisex or gender-neutral products.
03
Organic Skincare
Increasing demand for skincare products featuring naturally-sourced and organically-processed ingredients.
Industry implications
What the Masculine Cosmetics trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
Companies in the beauty and personal care industry need to adapt to the growing demand for male-specific, organic, and gender-neutral products.
For
Retail
Retailers have the opportunity to expand product lines based on the latest grooming and skincare trends for men, including sheet masks, color correctors, hair removal and revitalizing serums.
For
Manufacturing
Manufacturers have an opportunity to specialize in handcrafted, natural, and organic formulas to build unique offerings. This enables them to tap into the beauty and personal care market and reach a previously untapped male audience.
Trend signals
Trend signals for Masculine Cosmetics
Trend score 3.6 out of 10, from popularity 50%, activity 48%, freshness 8%.
Popularity50%
Activity48%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Masculine Cosmetics trend
5 featured examples from Feb 1 to Sep 11, 2017CategoryFashion
Handcrafted Men's Skincare
'Big Boy' Specializes in Creating Natural Skincare Products for Men
Opportunity for skincare companies to expand into the men's market with unique, handmade products.
CategoryFashion
Masculine Depilatory Creams
The SmoothTech Pro Men's Hair Removal Cream is Gentle and Effective
The cosmetics industry can explore innovative products like the SmoothTech Pro men's hair removal cream to cater to the growing demand for masculine grooming products.
CategoryFashion
Male-Specific Color Correctors
FORMEN's Under Eye Concealer + PRO Palette Evens and Brightens Skin
The growth of male-specific skincare collections creates disruptive innovation opportunities within the men's skincare industry to develop novel products and formulations.
CategoryFashion
Male-Targeted Sheet Masks
Superface's Anti-Aging Sheet Mask for Men Nourishes and Lifts the Skin
The skincare industry can capitalize on the growing popularity of male-targeted products, such as sheet masks.
CategoryFashion
Male-Specific Revitalizing Serums
Jiva Apoha's Sundara Handsome Face Serum Soothes and Repairs
The skincare industry can capitalize on the growing demand for specialized products tailored to men's skincare needs.
