According to NPD’s iGen Beauty Consumer report, 40 percent of adult men between the ages of 18 and 22 are showing a massive interest in gender-neutral skin and personal care products, while specific products aimed at men has grown by 7 percent.
Male beauty has gone beyond just shaving
The age-old notion that men can't or shouldn't be using skincare products has been scrapped since more men are caring about their appearance more than ever before, probably thanks to social media. Andrew Stablein, research analyst at Euromonitor International in a research note said, "the average men’s grooming routine isn’t about just shaving, but can be aided by using skin-care products." Also, it's not just everyday brands that are cashing in on this, but also luxury brands like Chanel, who released their Boy De Chanel in September 2018. More importantly, the fact that gender is no longer defined by the one you are born with is rapidly changing the beauty industry because "beauty is no longer what you’re putting out as ‘ideal beauty.’ Beauty can be anything, anyone, and any gender," said Larissa Jensen, a beauty industry analyst at NPD.
The rise of male beauty influencers has impacted the industry
Whether it's Jeffree Star, James Charles or Manny Gutierrez who became the first-ever "Cover Boy" for the famed American brand, Covergirl, influencers too are encouraging men to focus on beauty, grooming, and personal care. India too has seen an increase in more men choosing personal care products with brands like Nivea and Garnier and their male celebrity brand endorsers. As more Bollywood stars become the faces of skincare brands, the Indian male population finds that it is now more acceptable to have a skincare routine along with the good old shaving kit. However, it is undeniable that the lines of gendered skincare and beauty products are being blurred. Gutierrez said, "It’s all about inclusivity and encouraging people to be a little more inclusive with both men and women. I think that as time progresses and you see more men in beauty, it’ll get a little bit better and better."
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