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While the mainstream beauty products have traditionally targeted women, more options for men’s personal care products are emerging.
For more than a century, personal care and pharmaceutical companies have been marketing male-only personal care products such as razors or hair loss prophylaxis. However, many brands today are adopting direct consumer-oriented distribution methods and newer packaging to attract a new generation of more masculine male consumers.
Social media including Instagram and YouTube are also advertise men’s cosmetics brands. For example, the beauty brand Glamglow (famous for masks) uses social media to attract male groups by using the hashtag #menwhomask and male photos wearing the company’s products.
Companies such as Asos, Calvin Klein, Yves Saint Laurent, and Clinique offer cosmetics to men, while startups like Context and brands including MAC, Tom Ford, and Marc Jacobs have launched gender-neutral cosmetics lines. To cater to this trend, female beauty brands such as Maybelline and Covergirl have also announced masculine brand ambassadors.
Brands not only simply show their male product positioning, but also allow men to become their core target market. With the advent of male personal care products such as the ordering products of Dollar Shave Club and Harry’s Razor Company, customers increasing emphasis on the purchase of men’s personal care products.
Since Unilever acquired Dollar Shave Club in 2016 (acquiring the largest purchase to date in the beauty industry), we have seen an increase in M&A for men’s personal care brands. For example, Integumen acquired the Scottish skin care brand Stoer & Co in 2017. Edgewell has also enhanced its competitiveness by acquiring men’s beauty and skincare company Bulldog Skincare Holdings (2016) and the men’s luxury skincare brand Jack Black (2018).
Men’s anti-hair loss and hair care have also become a major focus. Hims manufactures a set of hair care products and supplements designed to prevent men from losing hair. The company received a $40 million Series A round of financing from Institutional Venture Partners and Redpoint Ventures in March 2018.
The market has even been subdivided into different skin colors. Walker & Company has raised more than $33 million in equity funds and offers bevel shaving device, which is sold exclusively to people of color. Other brands are gaining traction, including Frederick Benjamin, another shave brand for colored people, which began selling in the beauty chain store Ulta in February 2018. In South Asia, the Delhi-based Bombay shaver company has more than $3 million in funding. The company is developing a shaving system for Indian men.
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