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The Business of Men

Contact Author Annet King, Bio-Therapeutic

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June is Men’s Health Month, and let’s not forget it’s also Father’s Day. It is a prime month for focusing your business around your male clients, future male clients and female clients looking for ideas for their husbands, partners, brothers, fathers and sons. I’m also counting dog dads, my plumber and the pool guy. They deserve much love and appreciation, and fortunately I know just the right gift to say thank you.

The notion of men not taking care of their skin, being interested in skin care tools or engaging in regular skin services is a crazy misconception. They are in fact right up there with the ladies when it comes to taking care of themselves. When you consider the recent data and future sales forecasts, you might just decide to revamp your space and move your male related products front and center in your retail area.

Men: The Stats

Allied Market Research’s report on men’s personal care forecasts that the global market is expected to reach $166 billion by 2022, registering a CAGR of 5.4% during the forecast period 2016 to 2022.1 Skin care accounted for the maximum market share in 2015, due to the popularity of face creams and moisturizers among male consumers. This product segment is anticipated to lead the market with a CAGR of 4.5% from 2016 to 2022. To add to this growth, research group Mintel report that American men spent $4.5 billion on personal care products in 2017 in the U.S. alone, with 64%of them saying they use facial skin care.2

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Annet King is vice president of business development for Bio-Therapeutic. She served as the senior director of global education at Dermalogica for 19 years and most recently as the vice president of global education for Elemis.

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