Natural Personal Care Products for Male Grooming

Fuelled by a growing focus on self-care and a broader definition of masculinity, the men’s grooming market is transforming.

According to market research, the global market is expected to reach a staggering $115 billion by 2028, a substantial increase from the nearly $80 billion recorded in 2022.

This highlights a crucial fact: men are catching up in the sustainability movement. While the gap persists, it signifies an expanding market waiting to be tapped into. This presents as a great opportunity for beauty and personal care brands, formulators, and chemists to challenge traditional stereotypes and embrace sustainability in men’s grooming.

So, join us today as we explore the growth of the natural men’s grooming market, and the specific benefits they’re looking for, whether it be healthier skin, a clean feel, or a more polished look…

More men want to be sustainable, but knowledge is a barrier

According to Cosmetics Business in their exclusive data, obtained from CACI, over a third of men consider sustainability when making cosmetics and skincare purchases, so it’s important to recognise that although men are increasingly interested in sustainability, many lack the knowledge on how to incorporate it into their grooming routines. This highlights the importance of clear messaging and education from brands. By providing straightforward information about the environmental benefits of natural products and sustainable practices, brands can empower men to make informed choices.

Closing the gender gap in sustainable beauty and personal care

There’s a documented gender gap when it comes to sustainability concerns, with women being more likely to consider it when purchasing beauty products. The men’s grooming industry has an opportunity to close this gap by creating a culture of sustainability within the male demographic. This can be achieved through targeted marketing campaigns that emphasise the environmental benefits of natural products, alongside the performance and aesthetic benefits men are already looking for.

Popular trends in male grooming

Men are seeking targeted solutions that address their specific concerns, including:

Eye care

There is a growing demand for eye creams targeting puffiness and dark circles. By using natural ingredients, such as cucumber extract, brands can offer effective solutions that are kind to the skin and the planet.

Whole body deodorants

Mentioned in last month’s trend report, and driven by increasing awareness of the potential health and environmental impacts of synthetic ingredients found in many conventional deodorants, there has been a growing consumer demand for natural and clean personal care products. Brands can use simple, plant-derived ingredients, such as Coconut Oil, Shea Butter, and Essential Oils, while avoiding synthetic fragrances, preservatives, and other controversial additives to provide effective odour control while prioritising sustainability.

Multi-functional products

A study by Mintel revealed that 63% of millennial men prioritise convenience and time-saving benefits in their grooming choices. This offers brands an opportunity to create multifunctional products, such as all-in-one washes or beard care products that minimise packaging and cater to a streamlined routine, combining natural, sustainable ingredients with convenience.

Natural ingredients to incorporate into male skincare formulations

After highlighting the growing market for sustainable men’s grooming products, here are some of our favourite natural ingredients to incorporate into products for a unique touch:

Prickly Pear Seed Oil
Rich in antioxidants and vitamin E, this lightweight oil hydrates and reduces signs of ageing.

Hemp Seed Oil
A non-comedogenic oil, meaning it won’t clog pores, with anti-inflammatory properties that soothe irritation from shaving.

Babassu Oil
A highly absorbent oil with a long shelf life, it conditions hair and skin without leaving a greasy residue – and our sustainably sourced Babassu oil supports Amazonian communities.

Sacha Inchi Oil
High in Omega-3 and Omega-6 fatty acids, Sacha Inchi can promote healthy hair growth and is great for scalp care.

A sustainable future for natural male grooming

By embracing natural ingredients, sustainable practices, and innovative formulations, brands can unlock a new wave of male grooming. This shift not only benefits the environment, but also creates loyal customers who appreciate high-performance products that align with their values. It’s time to redefine what it means to be a well-groomed man – and sustainability is a key ingredient in this modern recipe.

Making sustainability stylish for men

Sustainability shouldn’t be a compromise on aesthetics. Brands can create sleek packaging made from recycled materials or offer refill options to reduce waste. Modern, masculine marketing that celebrates a healthy planet alongside a well-groomed appearance can help to bridge the gap and make sustainability a desirable and accessible choice for men.

O&3 Thoughts…

By bridging the knowledge gap around sustainability and emphasising the environmental benefits, as well as performance and style, brands can close the gender gap and empower men to make conscious choices for themselves and the planet.

As men embrace a more natural approach to self-care, natural personal care products offer a winning combination of efficacy, sustainability, and a redefined sense of masculinity. Together, we can create a grooming experience that’s good for both men and the planet.