The market for men’s grooming and skincare continues to grow

The beauty space is making room for men’s grooming products as men continue to embrace the changing dialogue around their personal care needs. Companies are creating grooming and skincare products that cater directly to men and are helping to normalize the realm of personal care for males.


Created by two women after growing tired of their husbands constantly dipping into their skincare products, Oars + Alps is a year-round skincare line designed for the Millennial man. This Chicago-based company has created a line of skincare products for men that’s designed for on-the-go use with spill-proof bottling that’s also sized for carry-on traveling. The line is currently comprised of soaps, body wash, deodorant, eye cream, and lip balm. Consumers can find these products at Target as well as online.


The eighth largest retailer in the U.S. now has an entire section in select stores dedicated to men’s grooming needs. The corporation rolled out this section in 11 stores across the country and has plans to expand to 80 more locations in the near future. These men’s sections hold over 600 products, including accessories, dedicated to men’s wash and care routines. Products include face wash, beard care, shaving needs, shower toiletries, and hair care, all focused on catering to men’s needs.


British soccer star and fashion icon David Beckham has teamed up with L’Oreal to create a men’s grooming line. House 99 is Beckham’s collection designed to help men feel comfortable and inspired to express themselves while shaping their next look. The line contains 13 products ranging from hair care to moisturizers and shaving care items. Products can be found exclusively at Ulta or on the brand’s website, where they also provide grooming tips and other self-care articles.