The world of male grooming has come a long way in recent years. Not only has the male grooming industry gone from being pretty much non-existent to a booming multi-billion-pound business, it is also far more widely accepted for the modern man to partake in some sort of grooming regime. According to a recent study, 66 percent of men spend more than £15 a month on grooming products or treatments.
In 2019 according to the NPD group, the UK male grooming market was estimated to be worth £500 million. With a £2.2 million growth from the previous year, predictions for 2020 included hair transplants and the increasing popularity of makeup for men ensuring the male grooming industry would continue to thrive. However, no-one could have predicted the events that unfolded in 2020 and the changes in trends for the industry.
The past year meant untamed beards and long overdue haircuts for many, but the increasing amount of time spent at home also meant more time to experiment with self-care and more rigorous skincare routines.
As we begin to slowly approach a return to some sort of normality, which trends will remain with us for 2021 and which new trends will be adopted along with our new found freedom (hopefully).
The skincare/selfcare balance
When you think of the term self-care, many would envision a woman sitting in a bubble bath wearing a face mask. The concept of self-care has very rarely been applied to men. Self-care is simply the act of taking care of oneself and therefore includes men just the same.
If the past year has taught us anything, it is that self-care and beauty goes hand in hand. A great face cream or serum can only do so much if we are under stress and other external factors that wreak havoc with our skin.
After weeks spent staring at a computer screen and the added stress and anxiety of a global pandemic and its repercussions, it has never been more important to take care of ourselves.
2020 has bridged the gap between inward self-care and outward results.
So how to achieve the perfect balance?
It is no secret that the focus on self-care has been more prevalent because of the current situation and the added gift of time spent at home. If and when we return to our old way of life, routines will need to adjust accordingly. However, there are some habits gained over the past year that can be carried forward to ensure that we are all taking care of ourselves inside and out demonstrating how the lines between external products and internal care look set to continue to blur.
Aroma Active Laboratories offer a range of products that combine modern aromatherapy techniques and active ingredients to enhance physical, mental and emotional wellbeing. The soothing body and face cleanser is perfectly formulated for those with sensitive skin and the blend of essential oils makes this cleansing routine a calming haven.
Supplements are also a welcomed yet often overlooked addition to a grooming regime. Form Nutrition’s Multi Supplement combines vegan DHA and choline for brain health with vitamin D3 for immunity, working together to bring a balance to your cognitive function, and relieving you of anxiety and stress, as a relaxed mind is just as important for your appearance.
‘Tweakments’
In recent years, non-invasive surgeries and ‘tweakments’ as they have come to be known have rapidly grown in popularity and are quickly becoming a new normal. The number of treatments available has never been greater and is easier to access than ever with most salons and spas now offering treatments such as hyaluronic acid fillers, thread facelifts and botox injections. Many of these treatments are quick enough to have done during a lunch break and as the stigma around ‘tweakments’ is being broken down their popularity continues to grow.
It is no secret that the era of rugged complexions is over, and men’s desire to slow down the ageing process is becoming a key driver for many of the aforementioned ‘tweakments’. Fillers keep a youthful appearance and the addition of ultrasound or infrared treatments improve muscle tone and skin laxity.
Yet despite the uptake of interest from men, many salons and spas offering these treatments have been slightly behind when extending their focus to include the eager male market. I predict that in recent years, as interest grows these treatments will be as readily accessible to men as they have been for women and the number of men experimenting with these treatments will rise substantially.
If a regular series of treatments is not for you, there are lots of brands on the market that create products to emulate these treatments at home. Although they are bound to be less effective than a professional treatment, the fact that it can be used in the comfort of your own home is all the persuasion you need.
ThermaDermis’ NMN, offers a ‘non-surgical facelift’ in a jar. The vitamin infused powder packed with powerful plant actives promises to rejuvenate and restore worn out skin in minutes.
DIY Hair
Closed barber shops and hair salons meant overgrown and unkempt hair during lockdown was a given. For many these low maintenance looks have grown on us and reluctance to part with longer locks will see a predicted rise in longer styles, think newfound fashion icon Harry Styles.
Gone are the days of a short back and sides, it’s time to embrace a fuller head of hair. Although this means a longer stretch between trips for a haircut, it also means the importance of the right kind of products to keep this style looking more Hugh Grant and less hobo.
A light styling cream or some sea salt spray will help to create texture and ensure the style looks effortless and full bodied.
Malin + Goetz’s Hair Pomade boosts volume, shape and texture. The pomade smooths flyaways whilst building texture, apply to wet hair for a slicked back style with added shine or to dry hair for an undone, messier look.
What can be said for facial hair?
Beards, stubble and clean shaven faces seem to rotate in cycles. The past year saw many ditch their shaving routines to grow out their beards and it seems the stubble look isn’t going anywhere anytime soon. But whether you’re an avid groomer or choosing a more low maintenance approach to your facial hair, there are tons of products on offer to keep a beard (or lack of) in check.
The Barberclub range from L’Oréal offers solutions to tame facial fuzz. The 3-in-1 nourishing beard cream is intensely hydrating to keep your beard smooth and healthy whilst doubling up as a facial moisturizer.
Men and Makeup
The relationship between men and makeup has sometimes been a rocky one. Add to that the lack of male focused products and you have a group of men reluctant to stroll around the beauty counters and instead raiding their partners beauty cabinet for solutions.
One of the key drivers for this change has been the rise of male beauty influencers. The likes of James Charles and Jeffrey Starr have taken the beauty industry and due to their popularity have released product lines and collaborations much to the delight of their many followers.
There is also an increasing focus on genderless beauty with a number of brands choosing a more neutral approach to beauty away from the stereotypical specifically male or female oriented products and branding. This has led to a significant increase in gender fluid consumers, making beauty more accessible and more widely accepted for all.
Make-up for men is becoming an increasingly common stage in men’s extensive grooming routines and can be subtle enough to be undetectable yet powerful enough to hide blemishes and brighten complexions.
During lockdown many of us failed to so much as open our makeup bags, but as we approach the promise of a return to social occasions and opportunity to be seen by more than just the postman, the rising popularity of male oriented makeup looks set to continue to grow at a rapid rate.
Men’s makeup range Boy De Chanel offers a lightweight foundation formula that evens skin tone and reduces redness for a smoother and clearer complexion. Meanwhile, Tom Ford’s men’s grooming line offers a bronzing gel to mimic a healthy looking glow and a full coverage yet undetectable concealer to hide dark circles, blemishes or razor nicks in an instant.
It is unclear whether a full face of makeup will become a norm in the vast majority of men’s grooming routines, but with more men opting to embrace cosmetics as a way of improving their appearance, it is safe to say the relationship between men and makeup is growing stronger by the day.
