# Men's Grooming Marketplaces Niven & Joshua is a Digital Destination for Quality Men's Skincare By Rebecca Byers | Published 2015-06-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/niven-joshua References: [nivenandjoshua](http://www.nivenandjoshua.com/can-we-help/our-story/) & [facebook](https://www.facebook.com/nivenandjoshua/) Niven & Joshua is a digital destination for the discerning men's skincare aficionado. Launched in 2008, the e-retailer is dedicated to supplying the best in [men's grooming and skincare products](https://www.trendhunter.com/trends/chi-pour-homme). Niven & Joshua carries high-quality skincare brands including Baxter of California, Bulldog, Polaar, Comme des Garcons, Cowshed, Compagnie de Provence and many more. In addition to the finest in skincare offerings, Niven & Joshua also sells accessories, books, [fragrances](https://www.trendhunter.com/trends/lynx-fine-fragrance), hair products and shaving gear. As the men's skincare industry continues to gain traction, it seems that [dedicated men's grooming retailers](https://www.trendhunter.com/trends/beauty-destinations) and marketplaces like Niven & Joshua will continue to emerge to meet the growing demand. Dedicated men's grooming retailers also have more control over the overall experience of the customer, moving away from men's skincare as a tiny section within a larger women-focused store. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 26% | Activity: 27% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Men's Skincare Industry Growth:** The men's skincare industry is gaining traction, creating opportunities for dedicated men's grooming retailers and marketplaces like Niven & Joshua. - **Expanding Product Offerings:** Men's grooming retailers are diversifying their offerings to include accessories, books, fragrances, hair products, and shaving gear, providing a comprehensive grooming experience. - **Shift Towards Dedicated Men's Grooming Retailers:** The rise of dedicated men's grooming retailers reflects a shift away from men's skincare as a small section within larger women-focused stores, allowing for more tailored and focused customer experiences. ### Where This Applies - **Men's Skincare Market:** The men's skincare market is experiencing growth, creating new opportunities for retailers and marketplaces to supply quality grooming and skincare products. - **E-commerce Retail:** E-retailers like Niven & Joshua are capitalizing on the growing demand for men's grooming products by creating online marketplaces dedicated to providing a range of high-quality skincare brands and grooming accessories. - **Beauty and Personal Care:** The beauty and personal care industry is seeing a shift with the emergence of dedicated men's grooming retailers, offering a new niche market for brands and businesses to tap into. ## Related on Trend Hunter - [Masculine Pharmacy Shopping Experiences](https://www.trendhunter.com/trends/walgreens-mens-zone.md) - [Masculine Hybrid Skincare Ranges](https://www.trendhunter.com/trends/enhanse-mens-skincare.md) - [Beard-Focused Premium Grooming Brands](https://www.trendhunter.com/trends/premium-grooming-brand.md) - [Male Personal Care Collections](https://www.trendhunter.com/trends/bath-and-body-works-1.md) - [Elevated All-Natural Grooming Lines](https://www.trendhunter.com/trends/baz-and-co.md) - [Men-Targeted Private Label Cosmetics](https://www.trendhunter.com/trends/mens-grooming-product-range.md) - [Men-Specific Skincare Products](https://www.trendhunter.com/trends/caldera-lab1.md) - [Elevated Male Grooming Kits](https://www.trendhunter.com/trends/piramal-pharma.md) - [Modern Men's Skincare Lines](https://www.trendhunter.com/trends/magnolia-league.md)