Men's cosmetics represent a new frontier in beauty. The social evolution of masculinity has created new business opportunities for beauty brands. Men have begun to appreciate the world of make-up and skincare, and the data supports this. The sector grew 13.5% between 2021 and 2023 alone, and it is expected to reach a global value of approximately 90 billion dollars by 2024. The trend also applies to Italy, where companies, manufacturers, and retailers are increasingly focused on men's grooming. The market rewards skincare and hair care lines as well as traditional mass-market shaving and fragrance proposals. Make-up products are also becoming increasingly popular. According to a Euromonitor survey, the Asia-Pacific region is driving the trend, with more than 19% of male consumers using make-up products more than once a week. Luxury brands such as Chanel, which launched the men's make-up line Boy in 2018, and Gucci, which promotes a genderless beauty line, are among the first to experiment with the launch of products designed specifically for men.
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