Challenging traditions of masculinity, social and gender norms, male grooming is expanding within beauty. According to a Statista report, the male grooming market has increased by nearly £100 million GBP from 2015 to 2017. Beauty is a means of expression, creativity and for us to feel good in our own skin. Brands are reminding us of this with the rise in male makeup, branding and marketing that breaks the stereotype.
The Pure Beauty Awards recently introduced the “Best New Male Make-up Category” for 2018’s awards. Whilst only 5% of men in the UK use cosmetics, we are witnessing the beauty industry showcase niche areas fuelling the inclusivity movement.