Cosmetics doyenne Estée Lauder once said: “Beauty is an attitude”. ​When she did, she probably did not expect the definition of beauty itself to change with the prevailing attitudes of the time.

The contemporary attitude towards beauty has evolved dramatically since Lauder’s heyday. It is no longer about correcting flaws and chasing perfection. Instead, it is connected to self-care, well-being, and health.

In a word, beauty products and routines have become essential. From being regarded as a good indulgence that only the certain group can appreciate, it has turn out to be part of daily habits, like brushing your teeth.

According to Jake Campbell, founder associated with Australian men’s skin treatment brand HIZ Body, this is exactly how men view elegance today. “ Males typically view skin care or personal care as something that they need to do. It’s more of a chore, they see it as something that will needs to be done rather than some thing that they enjoy doing. ”

It is possible that reframing beauty in this manner has made it more accessible to men and driven the overall rise of the male beauty plus personal treatment segment.

In 2018, luxury house Chanel created a lot of buzz with the global launch of Boy de Chanel in South Korea. The next year, we saw the launch associated with FIVEISM x THREE, a spin-off from cult J-beauty brand THREE that focuses on men’s make-up.

At the particular height of the pandemic, K-beauty major Amorepacific expanded its men’s grooming brand Bro& Tips to the US through Amazon.

Last year, Japanese cosmetics giant Shiseido announced the relaunch of its Shiseido Men’s line-up and followed it up along with the release of SIDEKICK, a dedicated brand for Asian Gen Z males, in July this year.