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NEW YORK — The Men’s grooming category continues to explode. According to market insight company Statista, the global male grooming market will be worth a whopping $115 billion by 2028, up from nearly $80 billion in 2022. Skin care comprises around 47% of the men’s grooming market. In addition, the way that men interact with the grooming industry is changing. Old-fashioned gender stereotypes are fading, and men are increasingly looking for grooming products that go beyond function and help them to express themselves.
Wahl Pro Series High Visibility Trimmer
“The Stache is back. Zoomers and young Millennials are donning mustaches at record rates,” said Steven Yde, vice president of North America Consumer at Wahl.
Yde said social media is a key indicator of what is trending, especially with the younger generation. “For example, we recently added a how-to article on the Edgar haircut to WahlUSA.com since there was a high interest on social media platforms and a significant increase in Google search volume for this hairstyle.”
He noted that Millennials and Gen Xers are viewing the category differently than baby boomers. “Men are expanding their grooming routines and experimenting with new products. Men are incorporating more products and steps into their grooming rituals. This trend is especially pronounced among younger men, who show a greater propensity for self-expression through their personal style. They are more open to adopting new grooming practices and experimenting with different looks.”
He explained that new tools are giving men the ability to create a custom or personalized look. “For example, earlier this year Wahl launched the Style Selector, which allows men to find the hair or beard style that best suits them. Additionally, products like the new Wahl Pro Series High Visibility Trimmer give men looking to achieve precision grooming styles, like a fade or close-cut beard, the ability to do so easily, and the new Wahl Cordless Color Pro Lithium-Ion Rechargeable Hair Clipper’s color-coded guards make it easy for men looking to cut their hair at home.”
Yde added that Wahl has been a leader in men’s grooming for nearly a century. “We’re proud of our heritage of excellence and are always evolving to add more groundbreaking products to our clipper, trimmer, shaver and personal care device categories. For instance, we’re very excited to be introducing a revolutionary new clipper later this year that will change the way people view at-home haircutting.”
The Shop, the community-connecting brand within LeBron James and Maverick Carter’s SpringHill Company, officially launched The Shop Men’s Grooming Line, available exclusively at Walmart stores starting in April. With products spanning skin care, hair care and beard care, the line was created to empower men of all ages to embrace and celebrate the importance of personal care.
LeBron James is co-owner of The Shop.
Co-created by Paul Rivera and Randy Mims, The Shop has long been known as the award-winning series where celebrated artists, entertainers, athletes and advocates come together for unfiltered conversations. As a natural extension of the show’s ethos, it has evolved into an all-encompassing brand offering culturally impactful conversations, dynamic live experiences and a range of bespoke product essentials that embody the essence of a barbershop.
“We created The Shop out of a deep love and passion for the barbershop experience. Our show was designed to bring people inside the shop for the debates, the arguments and the therapy you can only get at a true neighborhood spot. Now we want to give people another side to the experience,” said Rivera.
Further building on The Shop’s DNA, rooted in barbershop culture and community roots, and the desire to make the brand more accessible to the community, The Shop Men’s Grooming Line was crafted with this same intention. Products are now available to purchase at an accessible price point exclusively at over 1,600 Walmart stores.
“Walmart is committed to broadening its product range and introducing new brands to captivate customers,” says Creighton Kiper, vice president of merchandising for beauty at Walmart U.S.
Developed in partnership with Parlux Ltd., The Shop Men’s Grooming Line boasts seven high-performance products designed for all men — addressing universal needs for skin, hair and beard. The product line offers multi-beneficial, nourishing vegan and cruelty-free formulas that are gentle to the skin, simple and effective to use, with benefits.
The line includes an exfoliating Face Wash, soothing Shave Cream, anti-bump Aftershave Toner, hydrating Face Lotion, deep conditioning Beard Cream, moisturizing Hair Shampoo and Conditioner, and smoothing Hair Styling Pomade.
Don’t Fear the Beard
Beard Club recently announced the debut of its beard trimmer, body trimmer and premium beard care products at Target stores across the United States. This strategic partnership marks a significant milestone for Beard Club as it expands its reach to provide high-quality grooming solutions to even more consumers, alongside its esteemed brand partners, NBA superstar James Harden and multi-talented artist Kid Cudi.
NBA star James Harden
Beard Club’s product line offers a comprehensive range of grooming essentials tailored specifically for the modern man. Target featured products include the Precision Beard Trimmer, Body & Groin Trimmer, Beard Oil, Leave-In Thickening Beard Conditioner, Beard & Face Wash and Beard & Scruff Cream. Beard Club’s products are formulated using premium ingredients to nourish, strengthen and style beards of all lengths and textures.
“As we see the men’s grooming category spotlight shift from wet shave to beard care, we are excited to bring Beard Club’s premium grooming products to Target stores,” said Bryan Welfel, chief executive officer of Beard Club. “With our commitment to quality and innovation, we aim to enhance the grooming experience for men everywhere, and this partnership with Target allows us to reach a wider audience seeking top-tier beard care solutions.”
Renowned for their individuality, style and commitment to self-expression, Harden and Cudi embody the ethos of the Beard Club. Their distinct personas and passion for their crafts make them ideal ambassadors for the Beard Club’s mission to empower men to embrace their unique identities and cultivate confidence through grooming.
“Beard Club’s commitment to quality and authenticity resonates with me, and I’m excited our brand is leading the charge in beard care and grooming,” said Harden.
“I’ve always believed in the power of self-care and expression,” added Cudi. “Teaming up with Beard Club allows me to champion that message and inspire others to embrace their individuality.”
