As the masks come off and social distancing protocols ease, men are tidying up their pandemic beards, showing off their new haircuts and glowing skin, and becoming reacquainted with deodorant. Manufacturers said men are purchasing shaving, skin care and odor control products as they rejoin the world outside their homes. While some of these grooming segments saw strong sales during the pandemic, especially online, others are regaining strength.
According to Grandview Research, the global men’s personal care market was valued at $47.5 billion in 2019 and is expected to expand at a compound annual growth rate of 6% from 2020 to 2027. Manufacturers point to several factors that will contribute to this growth, among them, men’s increasing awareness of the importance of personal care, the emergence of social media as an influence on men’s looks and the need to tame those pandemic beards.