NEWS > 18 March 2021

Fathers care for their look too: news about men’s cosmetics

Use of men's cosmetics is growing globally making this one of the most interesting markets for the beauty industry. According to Global Men's Grooming Products Industry, published by ReportLinker last August, the sector will be worth 2 billion dollars by 2027, with 3.8% annual growth over the 2020-2027 period.

The men's grooming sector is changing rapidly. No longer restricted to traditional mass-market products for shaving or fragrances, it now includes skin care and hair care lines specifically designed for men. Treatments for men earn mention on social networks and in the media, leading to a significant boost in sales. The front line includes skin cleansing products, moisturizing creams, and protective facial serums to fight the side effects of the recent months of mask wearing and recover a healthy appearance and uniform coloration. Beard and hair care products are also widespread. Demand for makeup collections is on the rise too, from foundation and concealers for natural makeup looks, to products for the eyes and lips that help facial features stand out.

Year after year, men's cosmetics top the gift charts on Father's Day (celebrated March 19, Saint Joseph's Day, in all Catholic nations). Fatherhood has changed in recent decades compared to the late 1800s or early 1900s. The authority figures of the past, with faces marked by time and hardship, have given way to men who care for their appearance, show their feelings, and take an active part in everyday family life.

These days, fathers of all ages can look good: here are some of the products proposed by Cosmoprof Worldwide Bologna exhibitors.

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Bioline Jatò

MAN is a line dedicated to men who want to care for their skin with effective and multi-functional products that are rapidly absorbed. Innovative formulas with precious minerals ensure an effective response to the main blemishes of male skin. The line includes three at-home products: Hydra Mat Facial Gel-Cream moisturizes and makes the skin matte, Pro Age Comfort Facial Cream fights the first signs of aging and soothes the skin after shaving, Age Revitalizer Face and Eye Cream-Serum reduces visibility of wrinkles and bags under the eyes. In the cosmetic room, the Mineral Age treatment executed in synergy with Bioline Jatò® System, was formulated to offer visible results in a short time: a necessary moment in a man's beauty routine.

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Rokua Skincare

ROKUA Skincare develops and manufactures products that meet consumers' needs. The captivating, interactive, and responsible brand was created to offer well-being and care for the environment through practical, environmentally responsible practices. The brand donates part of its revenue to environmental causes: in 2021 ROKUA Skincare will work with WWF to protect the Baltic Sea. The products, designed for the needs of male customers, are made with active natural ingredients from northern countries, like blackcurrant seed oil, and are used in very high-quality formulations. The collection includes eight essential products, with a light and fresh scent that fades rapidly as the product is absorbed by the skin.

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Screen Haircare

Employing experience in the hair care sector in the service of men's grooming, SCREEN offers SCREEN FOR MAN, a complete line featuring the most advanced solutions for grooming. An essential tool for professional barbers and an ally for everyday care, cleansing and styling at home. The line offers 14 products that range from styling to everyday cleansing, from shaving to beard care, all specifically studied to meet the needs of a male audience covering a wide range of ages, needs and personalities. The dermatologically tested products feature high-quality ingredients and components of natural origin, including fruit essences and extracts and plants with elevated energizing, toning and purifying properties.

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Sarantis Group

STR8, a brand of the Sarantis Group based in Athens, offers a large collection of fragrances and toiletries for men. The most recognized product on the market is the Eau de Toilette: unique aromatic notes and an innovative tin packaging, really appreciated even by younger customers. STR8 promotes an image of men ready to follow their dreams with passion and without hesitation: their testimonial is Giannis Antetokounmpo, NBA player (MVP), a symbol of perseverance, self-confidence, commitment, courage, and consistency. Those who choose STR8 products do not passively adapt to conditions, but struggle to overcome their limits, following only their heart.


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