Men's Grooming: A Rapidly Growing Industry
Facials, massages, and hair removal are no longer exclusively for women. Whether at home or in a salon, men are now taking care of themselves and showing it. Men's grooming is becoming more mainstream, and the range of male beauty products is ever-increasing in the cosmetics aisle. Unpacking a phenomenon that's on the rise.
When beauty rhymes with masculinity
The beauty for men is a rapidly growing sector. Increasingly conscious of their well-being and overall appearance, today's men have access to specific products to care for their face and body.
Men's grooming products were once limited to aftershave lotions, deodorants, perfumes, and shampoos. However, everything has changed in a few years, and beauty products aimed at gentlemen have greatly diversified. A true revolution in the cosmetic aisle!
In 2024, more and more men are embracing their daily beauty routines. They are no longer afraid to admit that they use skincare and/or beard care products every day. In short, beauty products are no longer incompatible with the notion of masculinity...
100% masculine ranges
Moisturizers, exfoliants, anti-wrinkle treatments... men's facial care products no longer have anything to envy in women's cosmetics! The most popular products among gentlemen are moisturizers, anti-aging treatments with retinol or vitamin C, and beard products containing jojoba or argan oil.
To meet the demand of men concerned about their appearance, cosmetic manufacturers as varied as Biotherm, Clarins, or Shiseido offer increasingly extensive ranges of men's care products.
Even major designers like Jean-Paul Gaultier have ventured into men's cosmetics. With the Jean-Paul Gaultier Monsieur skincare line, the famous fashion designer offers males numerous "tailor-made" products.
Another name synonymous with men's cosmetics, the brand Nickel, was the first to specialize in masculine beauty, unlike other brands that originally catered to a female clientele.
Since men's skin is thicker and produces more sebum, the products reserved for them are specially formulated for their needs. They generally have a light, fluid, and fresh texture, suitable for their skin type.
Aesthetic treatments for men
From skincare to hair removal, manicures, and tanning, beauty is no longer just a woman's concern in France, where 32% of spa enthusiasts are men. Although they are not yet the majority, an increasing number of men are crossing the threshold of these care institutes to be pampered...
Also a pioneer in this field, Nickel opened the first beauty institute exclusively for men in 1996 in Paris, on Rue des Francs-Bourgeois. Today, the concept of the institute has been replicated at Printemps Haussmann in Paris and has even made its way to New York!
These institutes offer gift certificate packages, perfect for those dreaming of a day of well-being but who are still hesitant to take the step...
