Men's Grooming in the US

2021 DEVELOPMENTS

Men’s shaving sees new growth for the first time in years

After years of decline in men’s shaving, 2021 saw the category return to growth in current value terms. In previous years, trends favouring facial hair and beard maintenance over a clean-shaven look drove down sales of men’s shaving products.

Brands seek to redefine masculinity

Although men in the US have become increasingly familiar with various beauty and personal care products traditionally consumed by women, particularly in skin care, there remains a gap in knowledge, usage and acceptance of many products for men. In 2021, several companies launched product lines or campaigns aimed at breaking down these barriers.

Explosive growth in men’s fragrances

2020 saw a large decline in fragrances across the board, owing mostly to COVID-19 lockdowns and overall economic downturn. In 2021, by contrast, men’s fragrances saw growth far above historic levels.

PROSPECTS AND OPPORTUNITIES

Unisex brands increasingly used by men

As society becomes more inclusive of gender non-conforming individuals, and as people in general seek to define themselves outside of the bounds of gender, unisex or gender-neutral brands will become an increasingly popular option in men’s grooming. Brands such as The Ordinary have made conscious efforts in their branding and marketing to avoid any kind of gendering whatsoever, opting for a clean, no-nonsense look that focuses on providing the desired product to any type of consumer.

Small brands establish unique identities

The past few years saw a large swathe of indie men’s grooming brands take off, seeing huge growth, record sales, and often eventual acquisition by big players. This has been the story of brands such as Dollar Shave Club, Cremo, Oars + Alps, and more.

Men’s brands embrace the self-care philosophy

In recent years, a large part of the conversation in beauty and personal care has surrounded societal issues such as mental health and body image, culminating in brands emphasising the idea of “self-care” through their products. Until recently, these campaigns mostly came from brands and products primarily used by women.