Men’s skincare: the five faces of the industry

Men’s personal care is an industry that has shown huge potential in recent years, and is expected to be worth $75.8 billion by 2027. One contributing segment that has helped to kickstart this growth is the rapidly evolving specialist men’s skincare space.

With many brands emerging to cater for this specific market it can be tricky to know which to go for. Here we shine a spotlight on five of the sector’s leading brands.


Born in 2013, Harry’s is a men’s grooming turned personal care brand that aims to bring affordable pricing to quality shaving and skincare products. The brand has grown exceptionally since its conception and now boasts 20 million customers across North America and the UK. Earlier this year the brand successfully raised a $155 million Series E capital, which valued the company at $1.7billion.

Having partnered with retailers in the US such as Target and Walmart, the brand envisioned similar success in the UK and now have made their products accessible in Tesco and Sainsbury’s and have continued to show impressive growth. In 2021, the brand launched its skincare collection which consists of freshening face toner, brightening eye cream, hydrating night lotion and targeted blemish treatment. The brand also commits to social efforts and has pledged to donate 1% of sales to nonprofits towards mental healthcare for men.


Heath is a British-born brand that was founded by a father and son team crafted to meet the skincare needs of men and have launched their grooming products inspired by the “urban natural lifestyle”. Although only launching in 2018, the brand has shown non-stop growth and is now stocked in department stores such as Selfridges and Fortnum & Mason. In 2020, the men’s skincare brand launched in 166 Boots stores with an exclusive range designed for oily skin including an oil control face wash and oil control moisturiser.

The products listed on the website are both vegan-friendly and cruelty-free with a guarantee of 90% naturally derived ingredients across their range. With their recent success, it defines a key phase to see how the brand develops further, having grown more than 130% since 2018.

Bulldog Skincare

Founded in 2005, Bulldog has gone on to become one of the biggest faces in the men’s skincare market, now, it is an award-winning company that operates in 30 markets across the world. Founded by Simon Duffy, their range of skincare products are ethically friendly, certified by cruelty-free international and designed for all types such as sensitive, oily, and mature skin.

The brand also commits to helping the planet and reducing waste, they have launched a packaging recycling scheme and partnered with First Mile whereby consumers of their products can send used razor blades and white tubes back to be recycled. With the men’s skincare market consistently growing, Bulldog will be at the forefront of its progression in the future.

Barber Pro

Barber Pro launched in 2015, creating the first-ever range of biodegradable and compostable bamboo sheet masks developed specifically for men. It is the sister company of BeautyPro and has been registered as cruelty-free by PETA. Barber Pro has won an array of accolades such as the gift of the year in 2018, best male grooming supplier in 2019 and best treatment mask last year in the Attracta beauty awards.

Barber Pro is available in several retailers within the UK such as ASOS, Boots and The Perfume Shop. In September 2020, the men’s face mask brand released their first ‘Barber Pro 12 days of Grooming Essentials Advent Calendar’ which sold out in three weeks. This year they have re-released the package which contains a number of their selection of masks and is priced at £39 targeted towards Christmas Shoppers.


Creating men’s grooming products from naturally derived ingredients, Mancave is on a mission to create products to promote wellness as well as skincare. Founders Alex Grogan and his father saw a potential gap in the market and launched the brand in 2012. Products are accessible both in retailers such as Boots and on their website where users can choose products based on wellness categories such as sleep, energise, stress and healthy ageing.

In March 2021, Mancave announced they would be increasing efforts in their sustainability journey by using consumer recycled plastic for their tubes. The skincare brand has also upped efforts for brand engagement and awareness by partnering with a number of new brand ambassadors such as ‘The UK’s fittest man’ Zack George and earlier this month announced their partnership with hybrid athlete Fergus Crawley. Mancave will be one to keep a close eye on as they embark on their next stage of growth within the men’s skincare industry.

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