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GROOMED AND DANGEROUS

More startups vie for a piece of the $50 billion male grooming market

Young men are placing more importance on their physical appearance than in generations past, and the booming male grooming market reflects this. More companies are emerging to meet their needs, and while most remain focused on shaving, some are thinking bigger, aiming to steal the crowns of long-reigning personal care companies. 

BEVEL

Bevel was born with the mission to provide superior grooming for men whose needs had been historically underserved by legacy brands. Believing that men with coarse, curly hair hadn’t been given the best tools to shave with confidence, entrepreneur Tristan Walker set out to fix this by reimagining a classic way of shaving. Bevel, which offers shaving starter kits, safety razors, shave creams and oils, brushes, and more is part of Walker & Company Brands, a grooming startup that launched amid much fanfare and that Walker hopes to transform into “the Procter & Gamble for people of color.”

THE POLISHED GENT

Created by four-time Bachelor, Bachelorette, and Bachelor in Paradise star Nick Viall, personal style and grooming startup The Polished Gent offers men “good looks delivered monthly.” As with female-oriented beauty box services, men convey their grooming needs via the company’s platform and receive a customized box of products each month. Starting at $79 a month, members receive a box of “essential” grooming products valued at $159. Boxes featured a curated selection of items that Viall credits for keeping him looking youthful at 36.

BOMBAY SHAVING COMPANY

Indian grooming startup Bombay Shaving Company, launched by former McKinsey and GroupM employees, is hoping to differentiate itself in the marketplace by positioning itself as a luxury brand. The company offers 6-step and 3-step shaving regimens along with safety razors that, like Bevel, are designed with the needs of men with courser hair in mind. It’s also preparing to launch a newsletter called Aftershave, a guide to men's grooming, lifestyle, and beyond featuring inspiring lifestyle content, and grooming tips and ideas for men.