Innovations are catering to men by tapping into wellness and sustainability trends and focusing more on transparent messaging and convenience.

Sarah Al Shaalan, Research Analyst – Consumer Lifestyles Middle East & Africa

Table of Contents


    • Europe: botanical/herbal claims increasingly feature
    • Graph 1: share of men’s BPC launches, by select natural claims, 2017-21
    • Europe: instill trust and reassure with scientific proof
    • Graph 2: share of men’s BPC launches with dermatologically tested claims, by region, 2021
    • Middle East & Africa (MEA)

    • APAC: convenience-focused products will resonate
    • Graph 3: share of men’s BPC launches with longlasting and time/speed claims, 2017-21
    • APAC: men’s makeup is niche but above average in Asia
  3. THE Americas

    • North America: appeal to men’s interest in innovative sustainable ideas
    • Graph 4: share of men’s BPC launches with select eco-friendly claims, 2017-21
    • North America: tap into wellness trends and tout the merits of vitamins/minerals
    • Graph 5: share of men’s BPC launches with vitamin-/mineral-fortified claims, 2017-21
    • Latin America: tap into wellness trends

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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