Nearly every beauty industry trend forecast has picked men's skincare as an industry poised to explode throughout 2022. Male anti-aging serums or eyebrow kits: this segment offers incredible promise, with many brands entering this market seeking to change men's perception of marketing, and increase usage.
A growing market share of men's skincare routines is becoming a major part of the cosmetics industry. Many brands have launched men's facial care collections in 2021, and new niche brands are entering the market. Thus, leading brands are shifting away from traditional depictions of masculinity and shifting towards gender-neutral branding, with an open and honest message, recognizable ingredients, and transparency in communication with customers in order to lead the discussion about men's skincare.
Since the beginning of 2021, the skincare industry has evolved from being focused exclusively on shaving and fragrance to one that includes cleansers, anti-aging products, makeup for men, and face masks. It is estimated that the male skincare market will grow worldwide at a compound annual growth rate (CAGR) of 5.2% by 2022, reaching 60.7 billion US dollars. Thanks to all this growth, more skincare options and color cosmetics will be available during 2022 - helping move the industry away from the restrictive standard that men should not be concerned about their skin looking dry, dull, or inflamed.
Keeping this in mind, here are 6 trends in male grooming that we expect to see in 2022!
Anti-Aging Products for Men
Both men and women are subject to the same intrinsic and extrinsic factors that lead to volume loss, fine lines, discoloration, and sagging skin. The good news is that men have a greater variety of anti-aging products than ever before, formulated for men's skin types. Like Brickell's Anti-Aging Cream, formulated with all-natural ingredients that almost instantly reduce the appearance of fine lines, crow’s feet, and other signs of aging. The powerful formula works to smooth, firm and tighten the skin, slowing down the appearance of wrinkles over time and being suitable for all skin types.
Grooming Kits for Men
In the men's grooming niche, brands love banding products together in subscription boxes to build a customer’s habits. Due to their seamless, easy-to-use approach, subscription boxes have gained a lot of popularity, offering great products at great prices. They can be found in a multitude of grooming categories, as well as advanced skincare and scents. If you are interested in exploring this niche, try Bulldog’s skincare essentials - a company founded in 2005 that develops products for normal, sensitive, oily or mature men's skin, designed for modern men's daily routines. With their grooming kit, they offer all three components of a good skincare routine: a cleanser, moisturizer, and exfoliator. This is a terrific foundation for any man’s regimen!
Men’s Eyebrow Maintenance Kit
Eyebrows have become one of the most talked-about features in the beauty industry due to the fact that they frame a face and enhance individual features. Today the practice of over-plucked eyebrows is no longer popular, but maintaining healthy eyebrows remains a vital part of most beauty regimens. A company called Blackmonster makes eyebrow-grooming more accessible for men who require eyebrow maintenance. Male eyebrow-grooming kits such as this are ideal for men with excess facial hair who wish to complete their look without shaving, since this kit provides specific tools especially developed for men, such as a tweezer and comb combination for eyebrows, mustaches and beards.
Masculine Natural Skincare
Another big trend in the male skincare market is natural grooming products. The natural grooming products offered today are more personalized than ever before, to meet the needs of men who seek a natural alternative to enhance their appearance. A company like John Masters Organics has products for men that take care of their appearance without requiring too much effort, made with fresh eucalyptus oils and vitamin E to enhance the fresh scent, as well as the skincare and shaving products. Most of their products contain an antioxidant blend of fruits and plants, making them a great value product due to their multi-functional properties. You can find them now on Amazon and test them yourself.
Multifunctional Makeup for Men
Now it's time to go to the next level and talk about multifunctional makeup products for men. With modern consumers feeling comfortable skipping outdated gender roles, cosmetic companies have begun including men’s makeup products that cater to a rapidly growing male beauty market. Unlike women's makeup, men's makeup is designed to be invisible. The vast majority of men in influencing positions, including bloggers, royals and actors, have become accustomed to wearing such makeup. Most multifunctional makeup products for men are a single formula that can provide two or more benefits, and they are definitely gaining popularity as more customers search for short beauty routines to save time without compromising on results. Therefore, men’s BB cream which offers both makeup and skincare benefits (as well as men’s concealer) that can be applied in several different ways is totally in!
Just as men’s wardrobes have taken a progressive turn in recent years, so too their grooming cabinets. Today, a new generation of fragrance manufacturing companies is entering the market, dedicated to altering the stigma surrounding floral scents, a symbol of voluptuousness and unqualified femininity, into a more assertive fragrance. They achieve this by creating a formula infused with ingredients such as spicy cumin, warm cedar and woody ambers for a heady, hazy finish.
For example Jo Malone’s Pomegranate Noir Cologne - while its name might suggest something fruitier altogether, the addition of Casablanca lily (as well as a hit of pink pepper and smoky guaiac wood) give it a much more complex character that can be used as an unisex fragrance or a muscilan take on fresh summer scents.