Since the pandemic, more men have focused on health and wellness. Combined with increased time spent at home due to flexible working arrangements in 2021, men had more time to spend improving their overall wellbeing and caring for themselves.
The key factors determining men’s purchasing decisions for grooming products, especially skin care, are the functionality and texture of products. MIRROR, a famous local boy group, has endorsed plenty of beauty and personal care brands across positionings, especially skin care brands, such as Avène, Olay, Origins and Estée Lauder.
The hair remains a crucial part of self-care and grooming routines, as in general men are conscious about the amount of hair on their heads. Due to the pandemic, more men were willing to spend more time and effort on grooming and carrying out treatments at home.
Men’s grooming in general is not as reliant on tourist consumption as other beauty and personal care categories. Going forward, continuous growth in men’s shaving, men’s deodorants and men’s hair care is expected.
More men are likely to be interested in improving their own self-care routines at home after the pandemic, and this shift in consumer behaviour is expected to continue in the forecast period. It is observed in Hong Kong that there is a rise in the popularity and number of barber shops, such as Canton Barber and Goodman Barbershop.
After the pandemic, it was observed that men’s make-up saw rising popularity in neighbouring markets such as Japan and mainland China. Due to the increase in working from home and the need for virtual meetings, men were more conscious of how they looked on camera, and hence shifted to wear simple make-up such as lightweight BB cream and slightly tinted lip balms to improve their complexion in a natural way.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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