Are Men Getting Mansomer: Consumer Insights on Multicultural Men's Haircare

Exploring Men's Grooming Needs - Men prioritize self care almost as highly as women do. Understand the perceptions, needs and trends that drive product and channel selection.

Consumer Needs and Behavior 

Men do not exclusively use targeted men’s and MCHC products. Although women may play a role in purchase decisions, most men say that they choose and buy their own hair and grooming products. Growth in men’s haircare sales (MCHC) continues to be largely driven by facial hair products.

Significant Shifts From 2019

Compared to 2019 there has been a significant decrease in the frequency with which men are visiting a barber and increase in the number of men who do not visit a barber at all. Men with more high maintenance styles are also visiting the barber less now than
in 2019, due to COVID risk and restrictions.