15 Jun The low down on lockdown beards
Facial hair – it’s a lockdown trend and it’s growing.
A defining staple of the urban hipster, the statement beard is popping up in homes across the UK as bored blokes are taking the weeks and months of lockdown as an opportunity to grow some whiskers and dabble in some facial topiary. In fact according to a new survey by Copenhagen Grooming one-third of all UK men are in the process of growing (or attempting to grow) a beard. And not surprisingly a number of celebs including David Tennant, Michael Sheen, Will Smith and Liam Galagher, to name but a few, have also jumped on the hirsute bandwagon – showcasing their new looks across social media.
But there’s a problem. Facial hair is a notoriously unruly fella. Badly behaved and with a mind of its own the beard is a needy chum requiring levels of attention and grooming that most men haven’t bargained for. Beard shampoo, beard conditioner, wax, oil, tonic and balm are just the tip of the iceberg. Add in trimmers, scissors, brushes and beard combs and you start to realise that beards mean business.
And what a business. According to a recent article on CNBC, the men’s personal care industry is predicted to hit $166 billion by 2022 with even the smaller, maverick beard and grooming brands becoming household names. In the UK the total value of the men’s prestige grooming market was valued at £500 million in the 12 months to the end of June 2019, according to The NPD Group, an increase of £2.2 million on the same period the year before.
Harry’s, Bulldog, Mo Bro’s, Cornerstone and King of Shaves are just handful of brands vying for a share of the men’s burgeoning grooming market and constantly innovating to stay one step ahead – innovations that have seen brands such as ManCave (micellar water) and Gillette walk away with coveted Product of the Year trophies.
So what’s next? It’s hard to predict – but we do expect to see a surge in products with usable/refillable packaging led by King of Shaves, and an increase in shaving subscription services such as Dollar Shave Club and Personal Barber.
We’re also excited to see which men’s grooming brands will become Product of the Year 2021 winners… beard it on!