A growing number of men are using anti-aging serums and masks, beauty devices and even makeup.

Shaving products is the second fastest growing category after skin care with over 6% growth.

Traditional male-oriented categories, such as deodorants and antiperspirants, also post strong gains driven by innovations like anti-mark antiperspirant technology.

Another point of interest is the increased purchasing power of millennial men, who follow trends set by look-conscious celebrities. This desire to associate themselves with a lifestyle synonymous with success turns male consumers to barbershops and male-centric salons offering personalized services and pampering.

The barbershops markets in Europe and the United States grow at over 10% (over 60% of Italians wearing a beard)


And for the future?

Sales of men’s grooming is predicted to grow by 27% by 2021.

Previsions of Men’s Grooming: Growth Rate per Region (2016-2021) – Source: Euromonitor International

Latin America: +27,4%

Asia Pacific: +20,5%

Middle East and Africa: +19,4%

North America: +9,9%

Eastern Europe: 9,7%

Western Europe: 5,1%

Australasia: 4,4%

And in Italy?

Italian men, in 2016, buy cosmetics for

73 million of euro in shaving foam, soaps and shaving gel

50 million of euro in aftershave

40 million of euro in skin-care and body creams.

(data from “Centro Studi Cosmetica Italia”)