Men’s personal care is no longer just shaving cream and deodorant. The market keeps gaining traction with product launches this year in deodorants, hair care, skin care and even hand care. Brands are trying to match today’s male consumers’ preferences by giving them more specific grooming solutions instead of one-size-fits-all products. Nutrafol and Just For Men have launched anti-aging hair care designed to help with hair loss and greying. Dr. Squatch and Dove have dropped new deodorant collections with more scent options and natural choices. In shaving, Gillette India saw a 5 percent stock rise, and BIC introduced a two-in-one trimmer-shaver product. Men’s care is becoming less about just function and more about sensory and personalized experiences.
Hair care gets specific
Male consumers want products tailored to their exact needs. Nutrafol’s new hair growth product is formulated for men over 50 and promises a broader approach to supporting hair health rather than only targeting hair loss. US-based Just For Men expanded its hair and beard colour range with Grey Reverse, a daily hair serum that uses peptide technology aiming to renew natural pigmentation and slow greying. For that launch, Just For Men surveyed 2,000 millennial and Gen Z men and found that 68 percent of them said they care more about their appearance now than they did five years ago. On average, men have a seven-step daily beauty routine that covers body care, facial hair and head hair. Almost 60 percent of men surveyed were concerned with signs of ageing and 70 percent said they would take external steps to address appearance changes. The survey also showed that only 37 percent of men use multifunctional products such as two-in-one formats, showing the shift away from convenience to targeted options.
Scent and sensory appeal
Men are now making grooming choices that go beyond utility to include how products make them feel. Olfactory-driven launches are following industry trends that point to scent as an important part of personal care products. Dove Men+Care introduced an aluminium-free deodorant line aimed at people who want natural ingredients and a range of scents while still offering long-lasting odor protection. Dr. Squatch also expanded its natural deodorant range with Invisible Glide deodorant and Spray deodorant, trying to balance functional grooming with sensory experience. A brand called Moi Aussi released men’s hand care products this year, including hand creams and nail polishes, and aims to challenge old taboos around men’s personal care by normalising products like these in the zeitgeist.
Personalization and growth
Some brands targeting men’s grooming are seeing solid growth. Viking Revolution, which focuses on hair and beard grooming, has grown steadily since it began in 2016 and expanded into 900 Walmart brick-and-mortar stores after mainly selling online before. Gillette India reported a 37 percent profit increase in January, driven by sustained demand for shaving razors and creams, which also helped its shares rise 5 percent. BIC entered another niche with its Flex 5 Trim & Shave product, which has an interchangeable head that lets users switch between shaving and trimming with the same tool. BIC says 98 percent of men who trim also shave, showing that convergence of grooming tools doesn’t have to sacrifice performance. Many companies are encouraging men to take more refined self-care steps while keeping traditionally masculine brand messaging. Viking Revolution tells customers to “enhance your inherent ruggedness” with its products, and Just For Men says “feel like a man, smell like a champion.” Moi Aussi, in promoting its coloured nail products, refers to them as embracing colour “with restraint.” Across the board, trends show a move toward refinement, variety, and natural products while keeping convenience and performance high.
