There has been a major evolution in men’s grooming practices over the years. Let’s delve into what men want in terms of personal care, and explore the changing landscape of the men’s beauty industry.
Traditionally, the beauty industry catered to the beauty and appearance of women. Men, on the other hand, were conditioned to not care about their beauty needs. They were made to believe that the more raw they are, the better it is. The stigma around the beauty needs of men was so deep-rooted that even walking into a store to find products was problematic.
Nearly two decades ago, the beauty industry saw an evolution. The scenario changed and products for men started to pop up. However, the assortment was limited to anything that made men smell heavenly, look fair, and have set hair. All of this with the end goal to attract women. Personal satisfaction, hygiene, and grooming were not on the agenda. However, the narrative is changing at warp speed.
The changing narrative
Inclusivity is now centric in many industries, beauty and self-care being major ones. More and more men are now comfortable embracing self-care practices, including skincare, and haircare. And all this, without the fear of being judged or stigmatised. Now, the idea around men’s beauty and grooming is based on hygiene, presentation and confidence.
Further, an increase in awareness and income of men across the country is leading to a metrosexual male population that’s open to experiments. Vidhi Arya from Professional Beauty India spoke to celebrity stylist Aalim Hakim about the same. He explained that nowadays men have a higher spending power and they want to experiment with their looks. If stylists suggest a product, they are keener on buying them. Unlike women, they put less thought into whether or not it’ll be a good decision to buy these products. These days, they enjoy experimenting with a variety of products and are inquisitive towards new products and services, he has noticed.
Now, we don’t just see them wanting to buy products but also indulging in experience. Hair colours, spas, facials, manicures, and pedicures are commonplace procedures men indulge in. Practices like makeup, and nail art might still be less discovered but there’s a substantial population indulging.
“In India, men between the ages of 18 and 25 spend more money than women do on grooming and personal care items. However, 40 is the new 30, men always want to look younger, look presentable and it’s a driving force for them to buy beauty products and services”, Hakim explained.
The role of influencers, social media, and internet in grooming practices among men
Influencers and social media play a significant role in normalising grooming practices among men. Platforms like Instagram and YouTube offer a space where men can find inspiration, learn grooming tips and tricks, and engage with a community of like-minded individuals. Their reach is so vast that trends can be observed in tier-two and tier-three cities as well.
Aalim Hakim told us that with information so easily available on the internet, men have become far more aware of the various products available and their uses too. “Now, just a suggestion from a stylist isn’t reason enough to buy a product. Men like to do their own research and be aware. This is also keeping stylists on their toes for being actively updated.”
With the booming e-commerce culture, it’s now easier for men-centric brands to launch themselves and offer an assortment of products. It’s also easier for men to look at various products for their concerns, all in one place. “The increasing e-commerce space has also helped the men to easily evaluate and access the products,” Hakim reaffirmed.
Brands going all out for men
The industry is making significant efforts to offer men the right services and products. Brands have developed specialized product lines tailored to men’s needs. Marketing campaigns now feature male models, promoting the idea that self-care and personal grooming is important for men too. Additionally, brands are adopting more gender-neutral packaging and marketing strategies to create a more inclusive environment.
Market Size
Owing to such factors, the market size for male grooming and care products has expanded. International Market Analysis Research and Consulting Group (IMARC Group) found that in India, the market size for male grooming products was around US$ 2.0 Billion in 2022. IMARC Group predicts that this market will reach US$ 3.1 Billion by 2028.
There is a common impulse in the movement: an unkempt man is so last century and yes, the industry is taking note.
Article by – Vidhi Arya