Men’s beauty and personal care (BPC) products are shedding their stigma. Basic hygiene and shaving products once marked the extent of the masculine grooming regimen. Today, men have a universe of options for skin, hair, beard and body. A proliferation of categories and brands, from mass to prestige, are targeting the male consumer as they tap a promising segment of the BPC market. Those that find the right formula are pulling ahead.
In this Executive Insights, we unpack some of the consumer purchasing trends and marketing strategies that are enabling men’s BPC products to capture significant growth and inch closer to the mainstream. We also look at a sample of companies that are taking the plunge into men’s cosmetics and then wrap with an exploration of growth and M&A trends in men’s personal care.