Explore the Booming Male Beauty Market in China
男
性
Male
Beauty
妆
美
East Asia has always been a market with a strong focus on beauty and personal care, and in recent years a certain dark horse has been standing out. Men's skincare cosmetics have become a new battleground for major brands to compete for profits. Especially in China, the concept of managing one’s personal image is rising. In order to get rid of the title of "the ordinary guy", "greasy man" and so on, men are gradually beginning to focus on skincare, makeup, aromatherapy, and other similar areas. High-end beauty brands have launched their own series of male skincare & cosmetics. In addition, the "2021 Male Consumer Insight Report" has shown that in April 2021, the audience of the male beauty KOL industry was around 185 million, mainly in the age range between 25-30 years old.
亚洲一直是对美妆个护关注度极高的市场，而近几年一个独特的黑马正脱颖而出。男士护肤化妆品成为了各大品牌逐利的新战场。特别是在中国，个人形象管理的观念正不断提升。为了摆脱”普信男“、”油腻男“等称号，男士们正逐渐开始关注护肤、彩妆、香薰等领域。高端美妆品牌专门推出男士护肤系列与男士化妆品。此外，《2021男性消费洞察报告》显示，2021年4月，美妆KOL行业男性受众用户规模达1.85亿，主要集中在25-30岁这个年龄。
On one online shopping platform, you can see both traditional and emerging male personal care and beauty brands are popular among consumers. The go-to skincare brand Nivea sells more than 40,000 men's facial cleansers a month. The monthly sales of MakeEssense Men's Quick Dry Styling Spray reached sales of more than 20,000, and the monthly sales of Lanseral Steel Tube Lipstick for Men sold more than 6,000.
在某线上购物平台，可以看到传统和新锐男士个护美妆品牌都受到消费者欢迎。传统品男士个护美妆品牌妮维雅男士洗面奶月销4万笔以上。理然男士速干造型喷雾月销量可达2万笔以上，蓝系小钢管润男士唇膏月销量可达6000笔以上。
Boy de Chanel
According to statistics, there are more than 2.79 million related posts when you search for the keyword "men" on Xiaohongshu, and the top words include men's skincare, men's face wash, men's perfume, men's hair, men's skincare recommendations, etc. You can see that there are more than 130,000+ notes under the term "men's skincare" and 40,000+ under the term "men's face wash".
据统计，在小红书上搜索“男士”关键词，共有超过279万条笔记，排在前列的词条包括：男士护肤、男士洗面奶、男士香水、男士发型、男士护肤品推荐等，可以看到“男士护肤”词条下有超过13万+笔记，“男士洗面奶”有4万+。
@Red 小红书
The male beauty market, particularly in the skincare segment, has seen a growing number of emerging men's cosmetic brands, and over the past decade, the market has witnessed the rise of men's grooming brands and specialized men's barbershops. For example, the men's grooming brand Manscaped recently entered into a business combination agreement with special purpose acquisition firm Bright Lights and will be listed on the NASDAQ, a merger that values the business at $1 billion, or approximately 2.6 times its estimated 2022 revenue.
男士化妆品市场，特别是护肤领域，越来越多的新兴男士化妆品品牌不断出现，在过去十年中，市场见证了男士理容品牌及男士专门理发店的崛起。如近期男士理容品牌Manscaped与特殊目的收购公司Bright Lights达成业务合并协议，并将于纳斯达克上市，此次合并让该企业的估值达到10亿美元，约为2020年收入的2.6倍。
Manscaped
The Grey
KOLs have pushed the wave of the "male face economy"
KOL推波助澜“男颜经济”
If you are keeping up to date with the western beauty industry, you must be familiar with names like James Charles, Wayne Goss, Jeffree Star, to name a few. They are the top beauty bloggers on the Instagram and YouTube platforms, who have been showcasing amazing talent and creativity with makeup that makes them stand out even from other female beauty bloggers.
在欧美美妆圈你一定听过James Charles、Wayne Goss、、Jeffree Star 等人的名字，作为 Instagram 和 YouTube 平台上的顶级美妆博主，他们极具美妆天赋与才能，在一众女性美妆博主中格外出挑。
Jefree Star & James Charles
In China, Chinese beauty KOLs such as Li Jiaqi, Luo Wangyu, and Benny Dong Zichu have become popular on various platforms thanks to their outstanding characteristics who, in addition to selling products, are also educating consumers on how to take good care of themselves. It is no surprise to see more male celebrities representing makeup brands: Zhang Yixing for MAC makeup, Yi Yang Qianxi for Armani makeup, and Charlotte Tilbury appointing Ren Jialun as their brand ambassador. The influence and explosive power of men are right on the track of beauty.
而李佳琦、骆王宇、Benny董子初等中国美妆达人等在各平台凭借个人特色走红，他们除了抓住钱包之外，也在教育消费者如何精心呵护自己。我们也看到越来越多的彩妆品牌请男明星做代言人。张艺兴出任MAC彩妆代言人，易烊千玺官宣为阿玛尼彩妆代言人，及 Charlotte Tilbury 任命任嘉伦为品牌代言人，这全部证明了男性在美妆这个赛道的影响力和爆发力。
Lijiaqi李佳琦
Yiyangqianxi
易烊千玺
When beauty breaks the glass ceiling of gender, men’s pursuit of beauty is no longer suppressed. From skincare to makeup, male beauty lovers are getting rid of stereotypes, and are facing life with a more positive attitude with a fresh and decent appearance.
当美妆突破性别的限制，男士对美的追求不再受压抑。从精致护肤再到彩妆修饰，男性美妆爱好者正摆脱刻板印象，外表清爽体面的他们正以更积极的态度面对生活。
In short, the male beauty market has unlimited potential, worthy of brands investing more energy and budget in order to further develop. However, the male beauty market is vastly different from that of the women's, therefore brands need to adjust their strategies and communicate them in a way that meets the male psyche.
总而言之，男性美妆市场潜力无限，值得品牌投入更多精力来开发。但男妆市场不同于女性美妆市场，品牌还需要调整策略，用符合男性心理的方式来与之沟通。
Alex Rodoriguez beauty line
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