2023 is a blink of an eye away, and we can expect some new and exciting trends to emerge in the beauty industry. But what is one of the largest emerging disruptors we can expect from the half-a-trillion-dollar beauty industry? Men. Even more surprising? Men’s skincare and grooming products are forecasted to grow to almost $19 billion globally by 2027.
More to the point, in 2023, men will become increasingly aware and motivated by the need for self-grooming and healthy skincare habits, which includes anti-aging, moisturising, natural products, and beard trimmers.
Rohan Widdison, CEO of New Laboratories, sees grooming trends before they hit the shelves in his role as a cosmetic manufacturer. He even plays an important role in helping brands shape trends, and therefore boosting the success of their business.
Rohan shares with us some insights into 2023 grooming trends for men.
Gender neutral is a must
While it’s true that men’s skin is around 25% thicker than women’s and it tends to produce more oil, the basics of men’s daily skincare regime should be the same, regardless of gender. With consumers everywhere progressively casting a critical eye on traditional beauty norms, 2023 will see a rise in gender-neutral skincare.
Beauty brands will begin to refrain from labelling their products as ‘just for men’ and will instead begin targeting all areas in the beauty industry, therefore making skincare more accessible for men. Brands will also become increasingly aware of how packaging impacts gender-specific purchasing habits, hence introducing more neutral colours.
Let’s keep it simple
A skincare regime doesn’t have to be complex. Let’s be real, no man or woman likes a 10-step beauty routine. 2023 is all about working smarter, not harder, and incorporating the right products into an easy routine. In my opinion, a 3-step routine is the sweet spot, keeping in mind that it doesn’t have to be anything extreme.
Washing and moisturising are still the most common forms of skincare, so keep it simple and keep it relevant. Important factors to consider when putting together an effective skincare routine are skin type (normal, sensitive, oily, dry, or combination) and lifestyle (sport and exercise = lots of sweat).
Anti-aging and actives
Anti-ageing without surgery is going to be key in 2023, and this will be heavily influenced by men incorporating actives into their skincare routine. But what are they? They’re natural ingredients that work to repair, rejuvenate, hydrate, protect and nourish cells, and men are jumping on the bandwagon. The benefits of men incorporating Active A’s & C’s into their daily routine are enormous.
Alongside actives, we’ll be seeing men embrace face masks (and of course stealing their partner’s serums). Consider these a recipe of anti-ageing at its finest.
The man tan
Yes, you heard it right. Men are getting spray tans.
Sunless tanning has become more and more popular over the years (especially for women) but now men are jumping on board—even more so in 2023. With the sun causing numerous health problems and contributing to early ageing, sunless tanning creates a flawless effect without long-term damage.
Natural and organic products will rise
As men (and women) become more health conscious, they will increasingly seek out natural and organic skincare products. This grooming trend has been growing for a few years now and shows no signs of slowing down. Men are becoming more educated and invested in the ingredients in their products, and they want to make sure they are using safe, healthy options.
The idea of modern masculinity has shifted men’s perception of skincare, and it’s no longer the traditional metrosexual who’s really wanting to know what is good for their skin—from the inside out.
Self-care is key
One of the most notable grooming trends in 2023 will be a focus on self-care and wellness, where men consider their grooming as part of their lifestyle. I’ll throw in the age-old saying that beauty is from within, and this means that more men will be looking for products to help them relax and feel good about themselves. The influence of the wellness industry has also highlighted that taking care of your skin is a basic principle of good hygiene practice.
So let’s face it, men need a solid skincare routine, and are spoiled for choice with brands and manufacturers embracing this new and emerging market. Put simply, it’s not always about luxury, it’s about looking after yourself, and we’ll be seeing men in 2023 doing just that.