I sat down with Alok Kamat, Partner at Maxima Solutions, to get his opinion on the emergence of men’s beauty products, something not quite taking India by storm but steadily gaining interest in top tier cities.
I have never considered wearing men’s beauty products. Are men really putting on powders to paint their faces?
In short, yes. Some men even use cosmetic products daily. Looking at the trend, men want to have that feelgood factor too. A bit of a sheen, glow or a shine gives men instant confidence.
What exactly are men putting on their faces?
Some men are applying a series of beauty products. In fact, the modern man’s beauty regimen includes applying a cleanser, a moisturizer and even something to control oiliness. All told, men are dabbing on a bit of foundation, concealer and setting powder too. Really, it’s a return to the aesthetic of Elizabethan England – the well of men’s beauty products will only get deeper from here on.
Do all men’s beauty products add color to the face?
Often, men’s products are hydrating and deep cleaning rather than tinting. Generally speaking, there are two categories of men’s beauty products:
A rinse-off is removed after applying, facial cleansers are rinse-offs, for example. But, a leave-on is worn throughout the day. Either way, the cosmetic will have an active ingredient. The active ingredient may be a cleanser, acne prevention or a tint. It’s leave-on products that may have a tint or give a glow. Also, leave-ons may hydrate, possess the whole range of SPF (from 30 upwards), protect the lips from chapping or anything else your R&D lab can whip-up.
What makes men’s beauty products unique?
Typically, men’s skin is much more rugged than a woman’s. Because of this, any product that goes onto a man’s face must provide deep moisturizing. For instance, a moisturizing face cleanser with physical or chemical exfoliating ingredients is in high demand on the men’s beauty market. Cleaning and moisturizing is a desirable trait in a men’s beauty product because many men don’t wash their faces often enough, and, physical exfoliating ingredients scrub away dead skin cells, leaving a smooth complexion in their wake.
So you mentioned men’s beauty products as not just a way to enhance beauty, but to protect and condition skin?
These days, consumers expect beauty products to do a dual job. For instance, a tinted moisturizer, undoubtedly, moisturizes, this is its primary functions, but it may have a secondary use like creating a smooth skin tone, preventing acne, SPF protection or anti-wrinkle. Speaking of duality, you may want to make a concealer (something that hides dark patches, scars and tattoos) that has SPF protection, a lip balm for smokers, an eco-certified plant-derived leave-on that prevents acne, moisturizes and protects from the sun’s rays, I’m just spit-balling ideas, my point is that men want beauty and protection in one bottle. Men’s beauty products may even be infused with collagen or peptides, ingredients that are making waves in the market these days. Besides, this is a mostly untapped niche that with incredible growth potential.
So, are men’s beauty products a cure for skin conditions?
I would say that in men’s beauty products, nothing is a cure, men’s beauty products only help in prevention of a particular condition like acne, wrinkles, pigmentation, etc.
Any tips for brands entering the men’s cosmetic market?
Do the market research and find an untapped niche to explore, especially one that fits well with your brand’s ethos. For example, a beard shampoo and conditioner that adds volume along with a bit of color may do well in Islamic communities, and ensuring that the product is halal draws market confidence, whereas a tinted moisturizer or concealer with SPF might be a hit in urban settings. In all, applying beauty products hasn’t become the norm for men yet, but it’s a widening market.
