The male grooming industry is experiencing a significant boom, and experts have identified several factors contributing to this trend. According to Muriuki Kagiri, also known as The Dapper Brother, a Digital Content Creator, there has been a notable increase in men’s dedication to skincare routines over the past seven years.
Beauty professionals acknowledge that while men are increasingly recognizing the importance of skincare, they tend to prefer minimalistic approaches, opting for essential, evidence-based products like retinoids with added benefits.
Market insights from Statista reveal a substantial growth projection for the global male grooming market, estimated to reach $115 billion by 2028, up from nearly $80 billion in 2022. In 2021, the market was valued at approximately $74.8 billion.
Changing perceptions of masculinity, the influence of social media, and the emergence of male beauty advocates encouraging self-care and self-expression have contributed to the expanding male grooming landscape.
Moreover, the dissemination of knowledge on grooming has played a crucial role in the industry’s growth, as noted by Sekar Ramamoorthy, Managing Director Kenya (East Africa) and Ghana at PZ Cussons East Africa Ltd. Ramamoorthy highlighted a significant increase in men’s self-care awareness and the company’s triple growth in men’s grooming products over the past 15 years.
PZ Cussons East Africa Ltd. recently appointed renowned musician David Mathenge, also known as Nameless, as the official Brand Influencer for its flagship brand Imperial Leather, aiming to further develop the male market across generations.
The fastest-growing categories in men’s self-care include daily grooming products at 60%, personal washing at 20%, and skin and healthcare at 20-25%. Ramamoorthy emphasized the growing interest among men in enhancing their physical appearance and building confidence.
With the male grooming segment on the rise, themed periods such as ‘Movember’ have gained popularity as a month-long celebration of modern male grooming while promoting masculinity.
