Rain Down Like a MANsoon: Hair and grooming habits of multicultural men

Did you know that multicultural men’s haircare is the fastest growing segment? In this report, SSI uncovers insights on the multicultural men's hair care channel which is currently generating sales over $34million per year in retail. 

Overall, over 80% of African American and multicultural men report using hair and grooming products at home. They are most likely to use hair cleansing and general maintenance products, skin care and facial hair/ shaving products, and styling products.

Barbers have always been a fixture in the lives of multicultural men, and continue to be, although their role appears to be diminishing. Overall half of surveyed men visit a barber at least once a month and one in five go every one to two weeks, but this has decreased since 2019, prompted initially by difficulties accessing barber services during COVID.

Facial haircare has been a growth segment in recent years. It is particularly relevant to multicultural men as 70% have some kind of facial hair, ranging from stubble to full bushy beards.