One consequence of changing societal attitudes towards masculinity in recent years, is a significant growth in the men's grooming market.

Shops are now giving more space on their shelves for male personal care and this has led to an increase in the development of high-quality, effective, and innovative products that cater to the unique needs of male consumers.

For years, the skincare industry was predominantly geared towards women, with men's products limited to basic hygiene items. However, as societal norms shifted, the demand for male-specific skincare grew, leading to an increase in product formulations specifically catered to men's needs. Men's skin, for instance, is often oilier and more acne-prone due to higher testosterone levels. Consequently, the male skincare market has seen a surge in cleansers, serums, and mattifying products designed to address these concerns. Additionally, men are increasingly seeking out anti-aging products to achieve a fresher and more youthful appearance, resulting in the creation of dedicated wrinkle creams, eye creams, and serums for men. As the men's grooming market continues to expand, this trend is expected to persist, providing men with a wider range of skincare options to choose from [1].

Another important segment of the men's grooming market is shaving products. Shaving can be a daily ritual for many men, making it important to use products that are effective and gentle on the skin. The men’s grooming industry has developed high-quality shaving creams, aftershaves, that incorporate active ingredients aiming to soothe the skin and reduce redness and razor burn whereas pre-shave oils and post-shave balms have bee designed to improve the shaving experience

Hair care and beard care are central segments of the men's grooming market. There has been a rise in the production of shampoos, conditioners, and oils for men's hair and beards. The practice of growing out their beards is becoming popular among men, products like beard oils and “all-in-one” hair and beard products have gained popularity; market growth forecast of 5.5% CAGR for 2019-2025, according to KVB Research [2]. On the other hand, many male consumers are becoming more aware of the contents in their grooming products and, they demand for natural and green products. More natural and organic solutions, including those that employ plant-based components and are devoid of harmful chemicals, have emerged as a result of this demand [1].