A lot of people don’t realize the growing trends in men’s grooming. There are many things which need to be considered. A lesser known fact, the male grooming industry is estimated to reach $60.7 billion by the end of 2020, according to Euromonitor. Many brands have launched collections for men’s grooming and new niche brands have entered the market targeting men. The industry has gone from being merely a market focused on shaving and fragrance to one that provides a variety of skin products, haircare products, makeup for men, shower gels, and body lotions. Keeping this in mind, here are four trends in male grooming that we expect to see in 2020!

Choosing Ethical and Sustainable Product Selections

Recyclable men's skincare products
Recyclable men’s skincare products

Living in an age where climate-change, deforestation, and animal cruelty are present, it is no surprise that male grooming products are heading down the path of responsibility and sustainability in 2020. Brands are changing their values, using recyclable packaging, avoiding palm-oil and putting the environment first.

Men’s Grooming Subscription Boxes

Dollar Shave Club subscription box
Dollar Shave Club subscription box

There has been an increase in the way men shop, especially for grooming products. Millennials are opting for monthly grooming subscription boxes. They keep everyday grooming essentials stocked like shaving creams, razors, and shampoos. It’s nice to never run out of the stuff one needs. Subscription box brands offer tailored boxes to their subscribers. Filling a form and answering few questions about their skin type and needs, each month the subscribers receive products tailored for them. Dollar Shave Club, Birchbox Grooming, and The Beard Club are a few companies who offer monthly/ quarterly subscription boxes.

Makeup for Men

Men's facial mask skincare routine
Men’s facial mask skincare routine

Makeup has managed to subtly creep its way into the male market domain. Many brands have launched cosmetic lines completely customized for men. From tinted lip balms to foundations, there are a lot of options for men in. Brands like Tom Ford have a monopoly in the male makeup market.

Caffeine Based Products

Coffee beans for caffeine mens skincare products
Coffee beans for caffeine mens skincare products

Not many people are aware of the role that caffeine plays in skincare and grooming. Brands like Lush and The Ordinary use caffeine as one of the key ingredients in their products. When applied topically through masks and other treatments for skincare, caffeine contracts the blood vessels and helps to reduce inflammation and puffiness. It also tightens and brightens the skin, reduces wrinkles, and smoothes cellulite visibility on the body. Eye creams infused with caffeine targets to moisturize the delicate eye area and reduce dark circles.

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This article originally published on GREY Journal.