The “beauty” industry used to be all about women—but not anymore. What once was called men’s toiletries (shampoo, deodorant, shaving cream, aftershave and cologne) is now the men’s grooming industry. In fact, according to DeWolf Chemical, industry revenues in the U.S. alone for 2016 hit $8.9 billion, a 5% increase from the year before.

Specifically, the men’s skin care category showed the highest growth—reaching $312 million (up 10%). In fact, the U.S. is expected to be the third biggest contributor to global men’s skin care products, adding around $70 million by 2019. Men’s hair care was also hot, growing 8% to $1 billion, driven by “strong demand for beard care products, including balms and oils.”

In-demand grooming products

Statista says globally, men are embracing products consumers once thought were strictly for women, including moisturizers, facial cleansers, eye creams and serums, bronzers, concealers, anti-agers and mud masks.

And they’re spending. Statista adds, men are starting to spend more on these new items than on more traditional shaving products.

Read the full SmallBizDaily article, here.

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