From baby botox to ‘preppy’ skin: these are the male grooming trends gaining momentum

It’s no longer niche or a fad: men have carved out their own space for beauty and skincare, and it is becoming big business

A model walks the runway at Dior autumn-winter 22 show

The male beauty sector is anticipated to generate worldwide sales of over eighty billion dollars by 2024, according to WWD, so it’s safe to say that male beauty is on the up. While women have traditionally been the major consumers of men’s products – as well as women’s – that is changing along with attitudes. Even ten years ago, the major category of male grooming was shaving, with brands like Gillette dominating the market. Now, ...