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April 05, 2018

Why You Should Focus on Men's Cosmetics and Skin Care

Gabe Cameron, Staff Writer, Universal Companies

With the constantly changing landscape of beauty and cosmetics, it can be so easy to miss out on all the latest trends. As soon as you think you’ve got everything figured out, the market changes. That’s why it isn’t that hard to believe that one of the biggest growing trends over the past several years seemingly flew under the radar: men’s grooming, cosmetics, and skin care.

The Growing Industry of Male Personal Care

So how much growth are we talking about? To put things in perspective, statistics show us that the male grooming market grew by nearly 100 million pounds in a little over five years in the UK before 2017. And this growth isn’t just hitting Europe. Allied Market Research found that the global male personal care market is predicted to reach $166 billion by 2022.

Why the sudden growth? With the convenience and availability of information through the Internet, it seems that more guys are comfortable buying these retail products. The rise of male influencers telling men that it’s okay to focus on their own well-being is pushing more men into the personal care market.

The fact of the matter is that younger men are more conscious of their needs than ever before, and they’re looking for someone to push them in the right direction and cater products to them.

What Does This Mean for Your Business?

It’s no secret; the male personal care market is booming and you should be taking advantage of it.

Being in the beauty industry, it can be easy to find ourselves focusing on our female customers and placing less importance on marketing to men, but research shows that this would be a mistake. According to a survey done by Salon Services, 25% of salon customers were men in 2015, and this number is growing every year.

With this in mind, it’s important that we find ways to keep men interested in our industry. You might not carry products that are specific to men, but that shouldn’t stop you from selling to this audience.

  1. If you don't offer a men's personal care line, update your inventory with brands like PHYT'S. PHYT'S offers a range of products that are designed specifically for your male clients, including options in both skin care and shaving.
  2. Try marketing your more gender-neutral inventory towards men, like Moor Spa® or Prosana® facial masks. These types of products can be manipulated to cater to any situation, which can help you push these lines into the hands of your male customers.
  3. Step up your male-focused services with customized beard oils, specialized mani-pedis or a hair and scalp massage. Just offering treatment services that are geared toward men is a step in the right direction. Not only do you want to take advantage of a growing market, but also create an environment that’s welcoming to all customers.
  4. Maybe feature a male influencer that can spark men’s interest in your business. Research shows that, while men consume the same social media promotions as anyone else, they’re more likely to be receptive of targeted advertising and product reviews. Make sure that your social media and digital marketing presence appeals to all your customers.

Whatever you decide to do, there’s no better time than now to find ways to appeal to your male customers. Their interest in the industry is only growing. It’s up to you to take advantage.


Universal Companies is proud to have a team of experienced spa advisors on staff and welcomes you to consult with our professionals about spa products and supplies, including ingredients, equipment, and retail. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with the American Spa Magazine Professional's Choice Award, Favorite Distributor of the Year for many consecutive years. (Thank you!)


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