It is no surprise that the skinification trend catapulted into the hair care space in 2022, especially sweeping up a storm in hair and scalp treatments that highlight ingredient-driven efficacy. The traction gained by hair care products could be connected to post-pandemic wellness recovery efforts, as many people reported hair loss to be a trailing consequence of COVID-19 diagnosis and experienced thinning hair from generally increasing stress.
As consumers continue to search for more value-added products that champion hybrid skin benefits, there could be a blending of product categories in the coming years. Exemplified by consistent declines in men’s post-shave products, post-shave needs are also seeing overlaps with demands met by other skin care products.
In recent years, sociocultural evolutions have broken down toxic masculinity values and gendered norms of self-care and expression, spurring a consistent deconstruction of the rigidity imposed on men’s openness to elevate grooming routines and explore beauty products. Men wanting to look good is no longer an extreme concept, as investments in personal care are aligning with ideas of investing in one’s own wellbeing.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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