One of the fastest growing market segments in the cosmetics and personal care industry is also one of the most difficult to reach - the men's men cosmetics market. The men's cosmetics and grooming products market is still growing and the market trends are still quite strong. Men are very serious about grooming. It has been shown that men value their personal appearance and style without it affecting their masculinity. More than half the men who use cosmetics usually own a variety of cosmetics products, and use them on a regular basis. Men have no problem walking into a store and purchasing cosmetic products on their own. They know what is available to them and they also know what products they want and need. Over 30% of all spa clientele are men and many of them go to a spa on their own.
In the worldwide cosmetics and personal care products market, the growth of the men's products segment is more than 15% per annum, which is slightly more than twice the growth of the women's cosmetics and personal care market.