The rise of Male Beauty

A couple of months ago, we were discussing the idea of male vanity with a client – how it’s become more acceptable for men to focus on their looks, from skincare to beard maintenance. This conversation got us thinking about wider issues related to modern masculinity, gender identity and the idea of ‘male beauty’ in a market category that has, in the UK and Europe, remained flat in recent years.

Have mainstream brands become trapped in the category language and ‘For Men’ clichés? Is it time to explore new ways to engage men in areas such as wellbeing and personal identity?

In our new report, ‘Male Grooming: the Final Frontier?’, co-authored with beauty researcher and blogger Imogen Matthews, we’ve examined the context to what’s changed, consulting experts and influencers for their perspectives, to produce a mini-manifesto (sorry) that aims to provoke further debate and discussion. 

Attached below is a PDF “teaser” of the report. Please click the thumbnail image to read or download it. To request your copy of the full report, please get in touch by emailing louise@twobytwo.co.uk or follow us on Twitter for further updates.

To boldly glow…