Men's beauty horizons expand as spend surges 77%

Published 17th Aug 2023 by PB Admin

Men are investing more in self-care and beauty, according to new research from "buy now pay later" platform Clearpay.

Overall spending among men within the beauty category has increased 77% year on year, with male shoppers making up 21% of all beauty purchases this year, a rise from just 1% in 2022.

The rise comes in a time when more male celebrities are launching their own beauty and wellness brands and stepping into ambassadorships, including Harry Styles’ Pleasing, Idris Elba’s S’Able Labs, and Tom Daley being named as Rimmel London’s latest brand ambassador.

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There’s also been significant growth within content creation on social media, as male influencers are showcasing beauty hacks and makeup routines targeting male viewers, indicates that male grooming is on the rise and higher mens’ beauty standards are here to stay.

The research revealed the areas men were increasing spend in, with nailcare, skincare and fake tan all seeing a significant increase.

As more men embrace painting their nails, the sector saw an impressive 103% rise from 2022.

Skincare spends increased 33%, with serums being the products men reached for most, as spend on serums rose a significant 54% year on year.

Men are also investing more in self-tanning products, with a 44% increase in fake tan sales. To gain more insight into male tanning, we spoke to Kimberley Nkosi to find out how Ryan Gosling got his Ken tan for the Barbie Movie.

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A post shared by Tom Daley (@tomdaley)

Clearpay also revealed the regions where men were spending the most on grooming products, with London taking the top spot.

Birmingham, Wales, Scotland and Manchester are also seeing significant spend increase when it comes to men purchasing beauty products.

As for generational divide, Gen Z men are embracing the beauty world the most, with men accounting for 27% of beauty product purchases within the Gen Z age bracket this year.

Have you seen a rise in the number of men coming into your beauty business for treatments? Let us know in the comments!

Don't miss: Breaking Barriers: meet three men shattering gender stereotypes in beauty professions

PB Admin

PB Admin

Published 17th Aug 2023

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