The male personal care aisle has expanded over the last few years, and it’s not just more 4-in-1s that combine body wash, face wash, shampoo and conditioner lining the shelves.
During a walk down the personal care aisle at Target, customers now spot exfoliants, moisturizing lotions and concealers specifically targeted toward men. The blue-packaged goods typically contain different chemicals and less flowery scents, leaning more toward sandalwood and oak aromas.
The global market for men’s personal care products is expected to hit $166 billion by 2022, according to a study by Allied Market Research. In 2018, men’s skin care products jumped 7% jump in sales, according to market researcher the NPD Group.
Worldwide brands like Estee Lauder have been formulating and packaging products for men for years (since 1987 in Estee Lauder’s case), but American markets have been slow to adopt them. Asian countries, meanwhile, have been far ahead of the curve. There, items like tinted moisturizers and eyeliners aren’t exclusively marketed to women, and places to purchase the products (say, Sephora) aren’t dominated by female-focused inventory.
Jennifer Strain owns Good Fortune Soap and Spa in downtown Chattanooga. The company sells a variety of essential oils and natural soaps, fragrances and lotions. A “For Men” section highlights specific products for men, including beard oils and waxes, fragrances and soaps.