Men’s brands are having a moment. From beard oil to body wash, companies are ramping up their messaging and speaking directly to male consumers in more fun and frank ways.
Sales of men’s grooming products grew 6.9% to reach $7.1 billion in the U.S. as of June this year, according to market-research firm NIQ. The percentage of men who said they would spend on products that help with antiaging rose from 43% to 60% over the past decade.
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