Men’s beauty is estimated to generate approximately $29.14 billion by 2024 on a global basis, according to Statista, a global market and consumer data company. Male grooming brands are also increasingly launching social media campaigns that present a new face of masculinity and male beauty (think Glamglow’s #MenWhoMask, alongside photos of men using its products, and the growing number of male influencer partnerships). CEW Beauty Insider reviews some of the key players in this expanding category.
Brand positioning: Clinique’s Super Energizer collection addresses men’s hectic lifestyles with products that target the combined effects of lack of sleep, pollution and tired-looking skin.
Product portfolio: Th line consists of three products. There’s Super Energizer Anti-Fatigue Exfoliating Powder Cleanser, designed to purifiy and invigorate dull skin; Anti-Fatigue Hydrating Concentrate Broad Spectrum SPF 25, a lightweight moisturizer; and Anti-Fatigue Depuffing Eye Gel, a stainless steel rollerball featuring an antioxidant-rich serum.
Signature ingredients: Energy-boosting caffeine is combined with hyaluronic acid and trehalose. A multi-layered defense technology unique to the line looks to fight environmental aggressors, such as UVA and UVB and blue light, and repairs damage caused by UV exposure. Items are free of parabens, phthalates and fragrance. Prices range from $25 to $45.
Brand positioning: Formen specializes in professional makeup for men. The brand’s products are designed to cover skin imperfections and enhance male skin, and are formulated not to show on skin.
Product portfolio: Formen’s flagship product, Brightening CC Cream, comprises six benefits in one: protects; moisturizes; primes; evens skin tone; brightens; mattifies. Under Eye Concealer + Pro Palette is a compact trio that looks to conceal male under-eye bags. (Yellow neutralizes purple or blue under-eye bags; Lavender removes yellowish under-eye bags; Green neutralizes redness around the eyes). An Invisible Blotting Powder aims to remove shine and excess oil.
Signature ingredients: The brand’s corrective cosmetics focus on varying colors that conceal skin imperfections. Skin care products feature vitamin C, aloe leaf juice, bark oil, sugar kelp and jojoba esters, and are oil-free and paraben-free. Prices range from $24.99 to $34.99.
Brand positioning: Boy de Chanel, which first launched in South Korea at the end of last year and then globally, is a makeup line that aims to bring beauty to men. The brand’s tag line: Beauty knows no gender. The line is said to be named after Boy Capel, who was allegedly Coco Chanel’s lover and longtime muse.
Product portfolio: There’s Boy de Chanel Foundation, a lightweight complexion enhancer for even skin available in eight shades; an Eyebrow Pencil, featuring a waterproof formula in four shades, including Grey, that can be used to fill in eyebrows and also beard stubble; and a Lip Balm that’s matte and moisturizing.
Signature ingredients: The foundation contains hyaluronic acid, and the lip balm contains jojoba oil, shea butter and vitamin E. Prices range from $38 to $65.
Brand positioning: Hims’ focus is on personal wellness. The brand positions itself as a one-stop shop for advice, consultation and FDA-approved products for everything from hair loss to acne to erectile dysfunction.
Product portfolio: There are four categories of products, including Hair, Well-being, Skin and Sex.
Signature ingredients: Hims bypasses the need to make a doctor’s appointment. The site enables prescriptions to be filled and shipped overnight. Propranolol, used in oits Well-being items, is a beta-blocker medication used to treat anxiety, amongst other conditions. Finasteride, used in its hair products, aims to halt hair loss. Prices range from $14 to $425, which is the cost for a monthly Viagra membership.
Tom Ford Beauty
Brand positioning: Makeup and skin care products for a polished and sophisticated look, synonymous with Tom Ford’s refined, masculine aesthetic.
Makeup products include Brow Definer, Concealer, Bronzing Gel and Brow Gelcomb. Skin care products include Anti-Fatigue Eye Treatment, Purifying Face Cleanser Mask and Skin Revitalizing Concentrate.
Signature ingredients: Tom Ford Skin Calming and Skin Infusing Complexes plus essential oils and other enriching natural ingredients hydrate and nourish the skin while protecting it with antioxidants. Prices range from $25 to $155.
Brand positioning: Scotch Porter started out as a barber shop, eventually launching grooming products, and then face and body products. Most of the brand’s products contain a scent profile.
Product portfolio: Beard Balm, Moisturizing Beard Wash, Mineral Enriched Exfoliating Body Scrub, Mineral Enriched Exfoliating Body Scrub Charcoal & Licorice Restoring Face Wash.
Signature ingredients: Scotch Porter uses CBD in its beard wash and balm. Face products include charcoal and licorice. The mineral-enriched body collection contains a fermented, bio-active mineral complex of copper, zinc, iron, silicon and magnesium. There are no sulfates, silicones, petroleum, parabens, mineral oil, synthetic colors or animal ingredients. Prices range from$5.99 to $20.