The Time for Men’s Grooming is Now!

As the founder of clean men’s skincare brand Jackfir, I obviously believe in the future of men’s skincare and personal care. For probably the first time ever, men’s grooming is not just an elusive opportunity but a truly growing segment of the beauty industry.

 

And, the overall men’s grooming market is expected to double by 2030! Despite many companies and consumers trending towards unisex products, many men still feel the need to purchase products that are made for them and thereby more approachable, whether that is due to branding or ingredients.

 

Men Are Embracing Wellness

Men are quickly becoming savvier and more sophisticated when it comes to what they put on their skin, which is leading to a premiumization of the industry. Men’s self-care has experienced rapid growth due to social media (being camera ready), a rejection of toxic masculinity and the pandemic encouraging at-home wellness routines. It is no longer “feminine” to take care of yourself—it’s simply good sense. Men want to feel and look good and often are willing to pay a premium to do so.
 

Clean & Science-Backed Brands

The growth of the men’s market mimics that of the women’s market in many ways, with the two most promising subsegments being clean personal care and science-backed personal care.
 
Many health and wellness trends trickle down to men from women who are often the pioneers of self-care trends. Customers either want products that are free from potential carcinogens and endocrine disruptors yet still effective and get the job done; or they want products that simply work with the best quality, science-backed ingredients on the market. In both the clean and science subcategories, ingredients are clearly what matter most. You see these trends reflected across price points, not just with premium brands.
 

Important Categories

Skincare continues to be a major category driver, particularly moisturizers, shaving creams and SPF products. Another big driver is beard care. Beards have increasingly become a form of self-expression, and men desire solutions like beard oil to keep their skin, follicles, and hair healthy. Finally, a growing category to look out for is color cosmetics. Men are not shying away from color products to help them look their best, amplified by the same factors such as being on camera and feeling comfortable enough with their masculinity.
 
At Jackfir, we are currently laser-focused on providing the cleanest and most effective possible options in the premium men’s skincare category. We offer four products: The Classic Daily Facial Cleanser, The Classic Shave Cream, The Classic Daily Facial Moisturizer and The Evergreen Eye Cream.

Each product is EWG Verified, certified by QAI to NSF/ANSI standards (70% or more organic certified), vegan certified and Leaping Bunny cruelty free.

Clearly, we are team clean beauty and grooming.

 

About the Expert

Charlie Razook is an entrepreneur, writer and cancer survivor. He launched his first company Jackfir in 2022. Jackfir is a responsible men’s personal care and lifestyle brand. He concepted Jackfir while undergoing 3.5 years of leukemia treatment. Prior to Jackfir, Charlie was the first employee and partner in Solid & Striped, a swimwear company. Charlie received his BA at Princeton University and MBA at SDA Bocconi in Milan, Italy. Charlie currently resides in New York City with his dog Margot, where he writes and advocates for cancer patients and men’s health.