As male grooming trends pick up pace, reach out to your customers on these six national and international days to celebrate male beauty and self-care.

Male Grooming Trends are on the Rise

The male grooming market, once over-shadowed by the female beauty industry, is now rocketing. As society starts to call the concept of masculinity into question, make up, cosmetics and self-care products are beginning to creep out of the sphere of ‘femininity’, and into the daily regimes of men.

In 2021, the global male grooming market was said to worth about $74.5 Billion, and predictions estimate that number to grow to a whopping $108.7 Billion by 2027 (PR Newswire, 2022).

‘Manscaping’ and skincare routines – particularly ‘look-conscious’ skincare regimes – have rapidly increased in popularity in recent years. This is partly due to the boom in visual social media such as TikTok and Instagram. Every day, men are exposed to flawlessly maintained hair and skin on social media as well as other men who use cosmetics. In fact, nearly half of all US men learn about beauty from watching TikTok (Mintel, 2021).

Not only is there an increased pressure to match up to the high standards seen on social media, but using beauty products to do so is becoming far more normalised as well. GenZ are redefining the landscape and opening up a culture of genderless beauty and skincare.

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National Winter Skin Relief Day: January 8 2024

As the weather turns frosty and biting winds start up, many people find that their skin becomes dry, chapped and sensitive. CereVe Skincare founded National Winter Skin Relief Day to reminds us that it’s important to protect our skin against the unrelenting elements of winter. Each year, the day draws attention to the ways we can care for our skin during the harsh winter months.

National Fragrance Day: March 21 2024

Founded in the early 1980s, perfume manufacturers launched this day to celebrate the role different scents have in our lives. Smelling good is important to men and women alike, and fragrances can help to instil confidence in the wearer, whilst scents are also closely linked to memory. We build up powerful associations between scents and experiences, and certain smells have the ability to transport us back to specific moments in our lives.

National Clean Beauty Day: July 15 2024

Thanks to increased conversations about environmental wellbeing, there has been a rise in conscious consumerism. Customers are more likely to buy from a brand that aligns with their ethics, and this is easier than ever now that product information is so accessible. This is particularly pertinent in the male grooming industry since it has become very ingredients-focused.

National Men’s Grooming Day: August 18 2024

With this spike in the popularity of men’s grooming, it only makes sense for there to be a day dedicated to celebrating it. National Men’s Grooming Day encourages the use of everything from haircare to skincare and body care products among men. This day challenges the outdated belief that men shouldn’t take care of their body and appearance for fear of appearing un-masculine. Instead, National Men’s Grooming Day celebrates male attentiveness and proactivity when it comes to grooming regimes and self-care.

National Clean Beauty Day aims to raise awareness of the damaging impacts the beauty industry has on our planet. Juice Beauty, a skincare company that champions the use of organic plant-based ingredients, founded the day. By educating consumers about the benefits of ‘clean beauty’ (using products made without any harmful ingredients), this annual celebration hopes to persuade people to opt for products that use sustainable and organic ingredients, benefitting both our skin and the planet.

World Beard Day: September 2 2024

Celebrating facial hair across the globe, World Beard Day falls on the first Saturday of September every year. It’s a day for men to proudly and perhaps competitively share their beard with the world via social media with the hashtag #WorldBeardDay. Across the globe, there are many local celebrations for World Beard Day, and the manner of celebration varies from place to place. Taking pride in one’s beard is no new thing – there’s even evidence that Danish Vikings held celebrations in honour of their beards!

National Hair Day: October 1 2024

Hair products company NuMe created National Hair Day in 2017, so the yearly celebration is still relatively new. The day celebrates the versatility of hair, made possible by innovative styling tools and haircare products. It could be argued that haircare is the gateway to the male beauty industry, with men typically spending more money on haircare than any other treatments.

Marketing Takeaway

The men’s grooming industry is predicted to continue its rapid growth in the coming years. Gender-neutral products are on the rise as consumers become more interested in ingredients and efficacy than gendered branding. As a result, men are becoming more and more comfortable with self-care, the old fear of being perceived as feminine disappearing. These national and international days of celebration will continue to gain visibility as the men’s grooming market expands, and so they could be a great opportunity to reach out to customers.

Written by Jodie Sheehan, Updated by Becky Tudor