Grooming Trend

For the African Man

From as early as 2014, male grooming has been noted as one of the
emerging sectors to cater to. As men globally continue to invest more
in their appearance, so we see start-ups taking root in the men’s
grooming sector.

Countries such as South Africa, Kenya and Nigeria are spearing ahead
in creating channels that expand on the services, products and spaces
for the male grooming trend. The South African cosmetic industry ended
2016 with a total of $ 564.2 million of male products purchased. Along
with an estimated 8% annual growth rate in this sector as recorded by
Euro monitor international. Kenya had a 4% growth rate of male grooming products in the same year.

Start-up companies are tapping into the niche markets that are catering
to specific grooming needs. With a large millennial demographic who have become more conscious consumers, there is lots of potential with catering
to this clientele. As seen with the brand Shear Shine grooming products,
a London based company that caters to black bearded men’s grooming needs. There is a parallel emergence of black owned male grooming business in countries such as South Africa. These businesses are producing locally
made organic products in conjunction with the mushrooming of male saloons.

All Organic

The conscious consumer mind-set is continuously expanding, from food consumption, clothing and now cosmetic care. Red Dane products are designed to protect their male client’s skins against the harsh South African climate. With the tag line Made in South Africa for South African men, the products are made of peppermint extract, charcoal essential oils, apricot, kelp and green tea. The company states the products are animal friendly, paraben free and suited for all skin types. Brands such as Kahve and Ilera Apothecary have created skin care products with natural ingredients to cater to male skin care.

Black male consumer

Black owned businesses catering to black male grooming needs, is a phrase
that is still on the door of possibilities. Emerging companies are rooted
from consumers turned entrepreneurs that realise the lack of diversity in
male grooming products with regards to ethic skin care. Beard Gang is a
company that has taken note of the gap in the market. As a black owned
South African company, Beard Gang produces grooming products specifically formulated for black men’s beards. The company was created from the
frustration at the availability of high priced grooming products that
didn’t cater to the black demographic.

Ikhala products are said to be the first line of luxury skin care and
grooming products that address the needs of African black men. Organic
male beard oils are another South African start up that currently sells directly to consumers.

‘Our main goal is to have conceptual barber shops
to cater the bearded – grooming guys in the country. A space just for them ‘
Sentsho Matlejoane – Co founder

Man Space

Male saloons are pushing on the progression of traditional barber shops. Barber shops are no longer seen as just a space for haircuts. Instead these spaces are opening up to providing various male grooming services while entertaining clients. Bar Ber Black sheep is a barber shop in Johannesburg, South Africa. The barber shop offers male grooming treatments while being served artisanal gin cocktails. Glass house in Cape Town, South Africa has spaces for clients to relax and watch a sports game while receiving treatments such as facials, waxing and botox fillers. Shag high Voltage hair in Port Elizabeth redesigned an empty warehouse to create a salon with a male and female grooming section. With treatments that specifically cater to beard grooming.

On Demand

The on demand service has a lot of potential in providing to male consumers. Companies such as Man Box delivers male products to consumers door step. Charme is Nigeria’s first beauty, wellness on demand service. The app sends verified make up, hair styling, fitness and male grooming professionals to consumers anywhere at any time. The app can be accessed via telephone, whatsapp and Charme app.

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