Insight & Analysis

The Beauty Market for Chinese Men Has Surpassed Shaving Kits & Perfumes


Men Are Now Increasingly Conscious About Grooming

Chinese man is buying more self grooming products
Chinese man is growing conscious about grooming

Men in the Asia-Pacific region are growing increasingly conscious about their appearance because of the growth in exposure to digital media and new career opportunities like Key Opinion Leadership that are springing up. Men have now started receiving a signal of social validation from T.V. commercials and digital media that it is important to pay heed to their appearance for Job interviews, wooing women and for a better presence on social media. Millennials, especially those born in the 1990’s would rather invest in plastic surgery than a house of their own, thanks to utmost importance given to a competitive status quo. This marks a new era for men in the grooming and fashion industry. The media portrays an image of the ‘perfect man’ with a clear face, perfectly shaped brows and well-groomed hair along with a muscular body and an impeccable taste in fashion as a winner in life.

Men Are Buying More Cosmetics from The Grooming Section

Male grooming has scaled up from the limitations of shaving kits, hair gels and fragrances to wider options of male grooming products like skin-care and makeup. Sales of men’s grooming products which include men’s toiletries and fragrances grew at an average annual rate of 7.9 percent between 2012 and 2016, much higher than the global average of 5.1 percent during the same period, according to market research firm Euromonitor International. By 2021, Euromonitor expects the market to be worth $2.2 billion — 20 percent higher than in 2016.The male beauty industry is booming. In fact, it’s expected to garner over $166 billion by 2022, with a CAGR of 5.4% between 2016 and 2022, according to an Allied Market Research report

The Evolved Man

beauty boys promote flawless skin
Beauty boys with flawless skin drive male beauty product consumption

A report by Wu Xiaobo Channel, male fashion media Du Shaofei and the JD research institutes has proved through their observations that majority of men born in the 1990’s buy skincare products and makeup as opposed to those born in the 1970s and 1980’s that prefer buying household and cooking materials.

Beauty Boys – A New Segment Of Chinese Men Taking Over The World Of Beauty

Male beauty bloggers and vloggers on WeChat & Weibo are bringing about an accepting face of change in the beauty industry. Popular beauty vloggers – Wang Yuepeng and Zeng Xuening with a million followers on popular social media platforms, post makeup tutorial videos on everyday skincare, makeup for men to appear as ‘little fresh meat’ for a flawless skin finish.

New Opportunities For Growth In The Male Skin Care Market

“(Their needs for skincare and beauty products) have grown from a simple facial cleanser to a rigorous beauty regime that includes lotion, toner, cream and facial masks,” According to Li Jun, Marketing director of the local consumer goods producer Shanghai Jahwa in his interview with ‘The Paper’. This increased devotion towards outer appearance and beauty has opened up avenues for a new market segment in the male beauty skincare industry. Premium beauty brands like Estee Lauder, Kiehl’s, Lancome and Clarins have taken the hints long ago and added male beauty products to their arsenal. However, there is still quite a lot of untapped potential in this market that marketeers should take advantage of as compared to the female beauty and skincare market.


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