Providing the most comprehensive and up-to-date information and analysis of the UK Men’s Haircare and Skincare market, including the behaviours, preferences and habits of the consumer.
While usage of haircare and skincare products among men is universal, the market still saw a noticeable decline in value sales during the pandemic. Men are more likely to stick with what they know, meaning their usage is driven by necessity. However, as behaviours and habits changed during the COVID-19 pandemic, the usage of haircare and skincare products did too.
There had already been a decline in sales before the pandemic, with competition for price already causing the market to suffer slightly. The sudden change in day-to-day life saw this decline accelerate, seeing a 10% drop in value sales in 2020.
With 49% of men being willing to add extra steps to their daily hair and skincare routines, there are still plenty of market opportunities available for brands to utilise. However, the economic uncertainties have continued to tighten purse strings, meaning that many consumers will look for more affordable equivalents to their usual brands. Lessons learned in the women’s BPC market could be used when innovating, renewing consumer interest, as well as becoming more transparent with sustainability efforts.
Read on to discover more details or take a look at all of our UK Beauty and Personal Goods market research.
Haircare Products: Shampoos (incl. anti-dandruff, medicated, and 2-in-1), Conditioners (rince-out and leave in), Hot oils, serums, masks and sprays, styling and sculpting products (mousses, gels, gel sprays, helly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses, hairsprays)
Skincare Products: Moisturisers, cleansers (soaps, scribs, washes, wipes), masks and treatments, lip balms, eyecare.
Brands: VO5, Head and Shoulders, Got2b, Alpecin, Shockwaves, Brylcreem, Just For Men Control GX, L’Oreal (Elvive, Studio Line, Men Expert) Fudge Urban, NIVEA Men, Bulldog, Rock Face, ManCave, Old Spice, The Ordinary, The Inkey List, Bulk Homme, Toni & Guy, Schwarzkopf, 1922, Harry’s, Henkel, Pacinos Signature, Unilever, Keune Haircosmetics, SLG, PZ Cussons, Beyl Made For Men Skincare, American Crew, Archiman Addiction, Brodie & Stone, Ho Karan, Babor Cosmetics, Estee Lauder, Archiman, L’Occitane, Coriungo, Woody’s for Men, Barber Pro, Babor Men.
Written by Samantha Dover, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
COVID-19’s impact on men’s haircare and skincare was polarised, improving the outlook for skincare, whilst creating a more challenging environment for haircare. Reduced usage of haircare in the short term, with the styling segment seeing particularly subdued demand, will see preferences shift, meaning brands that respond with relevant npd and marketing will fare better. Meanwhile, if facial skincare brands can leverage increased engagement with facial cleansing to encourage multistep routines, this will future-proof the category against continued price competition which has eroded value spend in recent years.
Samantha Dover
Senior Beauty and Personal Care Analyst
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