Beauty ‘Most guys don’t even wash their face’: How Harry’s is leveling up skin care for men JUL 20, 2021
From toners to eye creams, the skin-care products available for men are becoming more numerous and varied as startups vie to get them to adopt a routine, and stick to it.
Last week, men’s shaving-turned-grooming unicorn Harry’s became the latest men’s brand to expand its range of skin-care products beyond the basic cleanser and lotion, adding a toner, eye cream, night lotion and blemish treatment to its lineup. It joins a range of startups and conglomerate-owned brands introducing a multi-step skin-care routine to men. According to Euromonitor, the men’s skin-care market excluding shaving products in the U.S. was worth $402.8 billion in 2020, up 2.2% from 2019.
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With Demand for Deodorant and Antiperspirant Down, Harry’s Enters the Category
The brand is counting on its connection with consumers and the rise of e-commerce to take market share
Harry s reported more than $350 million in revenue last year.
Harry s January 7, 2021
Much like fellow scent-enhancers mints and gum, demand for deodorant and antiperspirant declined in 2020. The need to smell good, it seems, doesn’t hold much sway in the age of social distancing, remote work and Disney+.
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