The health and beauty market, one of the fastest growing segments happens to be one of the most difficult to reach - the men's men cosmetics market. But the men's cosmetics grooming products market is still growing by leaps and bounds. Men are much more serious about grooming than they have been in the past. It has been shown that men value their personal appearance and style without it affecting their masculinity. Today's man knows exactly what he wants and is not afraid to ask for it. More than half the men who use cosmetics usually own a variety of cosmetics products, and use them on a regular basis. Also, most men have no problem walking into a store and purchasing these cosmetic products on their own. It is also important to note that over 30% of all spa clientele are men, and they are not signing up for just sports or massages. And they also have no problem going to a spa on their own.
Last year, men spent more than $16 billion worldwide for cosmetics and personal care products, reflecting more than a 15% increase worldwide, slightly more than twice the growth of the women's personal care market.