“Beauty knows no gender.” – Chanel
Men being a part of the beauty industry or being consumers of beauty related products has been stigmatised for far too long. Famous YouTube/Instagram vloggers and media personalities, like James Charles, Patrick Starr, and Jonathan Van Ness, have played a paramount role in ushering a new era of the manicured market of beauty and wellness. They have helped knock down the rigidity around the socially acceptable consumption of beauty products by men, thereby giving rise to an explosion of interest. The fact that these products can provide men with a resurgent sense of confidence can be perceived as a sign of equality.
According to Allied Market Research, the value of the men’s personal care market is expected to reach $166 billion by 2022, a compound annual growth rate of 5.4 percent from 2016. Roy Morgan (2016) data shows 3.7 million Australian men purchased a skincare product in a six-month period. One study predicts that men’s beauty will hit $122 billion in sales in the U.S. alone in two years. Another study from NPD iGen Beauty Consumer reporter found that 40% of Gen Z were actively seeking gender-neutral beauty products (CNBC 2019). This monumental rise in demand has steadily persuaded even beauty conglomerate giants, like Chanel Beauty, to launch their first foundations (Boy de Chanel) catered to men. This is a testimony to the growing trends.
Upon asking one of our male employees here at LUXit, “What does it feel like being a male working in the beauty industry?”. His response was, “The people are very open-minded and welcoming, and I feel privileged to be a part of this industry. It has taught me to be non-judgemental and accepting of every step of the way.” Our founder and CEO, Fabiola Gomez, ensures LUXit has a strong culture of diversity, inclusivity, and customer satisfaction.
Though the trends are slowly shifting with more and more of the male demographic coming into the fold of beauty and wellness, our research has shown that shopping of beauty related products and acquiring beauty-related services by most men is still a “singular activity”. We at LUXit have recognized that need and have come up with a solution by developing a premium mobile beauty and wellness services app that lets you seamlessly book services like makeup, blow-dry, haircuts, men’s grooming/barbering, manicure, pedicure, facials, spray tan, relaxation massage therapy, remedial deep tissue massage, in-room wardrobe organiser, and pet minding – all straight to your door.
Our research has also indicated that a higher male population could be engaged if they were first educated on the products and how to use them. At LUXit, we believe self-care is a right, and men should be able to express themselves in whichever ways they would like to. Keep an eye out on our YouTube channel, Pinterest, and Instagram page for tutorials and a lot more exciting content.