As we look ahead to the 2023 hair and beauty landscape, men’s hair, beauty and wellness continues to be paramount, and capturing the product trends and grooming habits of men can be key to salon success.
Men continue to be one of the largest emerging disruptors in the broader beauty space, with men’s skincare and grooming products alone forecasted to grow to almost $19 billion by 2027. This growth is accelerated by a number of key factors.
“Today, social media is a significant driver contributing to the growing demand for men’s skincare solutions, allowing men easy access to educate themselves from the privacy of their homes,” shared Rohan Widdison, CEO of cosmetic manufacturer New Laboratories, who sees product trends early in the development phase. “In 2023, men will become increasingly aware and motivated by the need for self-grooming and healthy skincare habits, which includes anti-aging, moisturising, natural products, and beard trimmers.”
Within this growing market, particular product themes and trends are standing out. In Rohan’s opinion, gender neutral products are essential, and simplicity is key.
“With consumers everywhere progressively casting a critical eye on traditional beauty norms, 2023 will see a rise in gender-neutral skincare,” Rohan said. “Beauty brands will begin to refrain from labelling their products as ‘just for men’ and will instead begin targeting all areas in the beauty industry, therefore making skincare more accessible for men. Brands will also become increasingly aware of how packaging impacts gender-specific purchasing habits, hence introducing more neutral colours.”
This can extend to the men’s haircare market as well, with emphasis on the fact that men can follow similar basic hair and skin routines to women, even with certain biographical differences, and these routines should have effective, tailored and relevant products in as few steps as possible for men.
Rohan also predicts that male tanning and anti-ageing focuses will be on the rise, with active ingredients at the core and natural components a new major necessity for men.
“As men and women become more health conscious, they will increasingly seek out natural and organic skincare products,” he said. “This trend has been growing for a few years now and shows no signs of slowing down. Men are becoming more educated and invested in the ingredients in their products, and they want to make sure they are using safe, healthy options.”
The final major trend focus is a more extensive approach to wellness, with relaxing rituals, self-care and a more comprehensive lifestyle consideration within grooming all on the rise.
“It’s not always about luxury, it’s about looking after yourself, and we’ll be seeing men in 2023 doing just that,” Rohan said.
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