Launch Your Own Skincare Brand
Global Leading laboratory for Custom formulation and Contract Manufacturing beauty products.
Introduction: Men’s Grooming Is Changing Fast — Here’s What You Need to Know
The U.S. men’s grooming market is expected to surpass $18 billion by 2027, and today’s male consumer is more informed and intentional than ever. He wants high-performance products with minimal fuss, clean ingredients, and packaging that doesn’t harm the planet.
This shift presents a massive opportunity for indie brands and private label sellers. At Awilke Branding, we specialize in helping businesses launch custom men’s grooming lines that align with these new consumer values. Here’s how to position your brand to lead the future of men’s grooming.
1. Men Want Simplicity in Skincare and Haircare
According to Google Trends and industry surveys, men aged 18–40 increasingly search for grooming products with short ingredient lists and clear benefits. Terms like “clean face wash for men” and “natural pomade” are on the rise.
- Clear labeling like “Hydrate + Control” or “Exfoliate + Smooth” boosts trust
- Popular ingredients: niacinamide, charcoal, aloe vera, jojoba oil
- Clean design and concise product messaging matter
A NielsenIQ study found that 62% of men prefer grooming products with fewer, natural ingredients (NielsenIQ).
2. Eco-Conscious Packaging Is Becoming a Dealbreaker
Sustainability is no longer a trend—it’s an expectation. Recyclable or refillable packaging not only reduces waste, but also builds customer loyalty.
High-performing eco packaging options:
- Aluminum tins (perfect for pomades, balms, solid moisturizers)
- Refillable containers for shampoo or body wash
- Compostable kraft paper tubes or minimal plastic
A 2024 report by First Insight showed that 78% of Gen Z and Millennial men are more likely to buy from brands with eco-friendly packaging (First Insight Report).
3. Fragrance Trends: Subtle or None at All
In 2025, less is more when it comes to scent:
- Light, fresh aromas like mint, bergamot, or green tea are preferred
- Fragrance-free or hypoallergenic options are gaining traction among sensitive-skin customers
Private label sellers should offer both scented and unscented versions to cover the full demand spectrum.
4. Multi-Use and Travel-Friendly Kits Are Winning New Customers
New-to-grooming buyers are more likely to try curated starter sets. These kits are ideal for DTC brands and eCommerce:
- Bestsellers: minimalist skincare kits, beard & hair care combos, 3-in-1 cleansers
- Small sizes mean lower risk and faster trial
- Perfect for gifting, travel, or gym-ready routines
Search interest in “men’s skincare starter kit” grew over 36% in 2024, per Google Trends.
| Trend | What It Means | Why It Matters |
|---|---|---|
| 1. Minimalist Skincare | Fewer steps, multi-use products (e.g., cleanser + moisturizer) | Saves time, reduces decision fatigue |
| 2. Natural Ingredients | Clean, plant-based formulas (no parabens, sulfates, etc.) | Gen Z & Millennial trust and preference |
| 3. Eco-Friendly Packaging | Biodegradable, refillable, or PCR plastics | Boosts brand image & matches ethical values |
| 4. Functional Benefits | Labels like “hydrates + energizes” or “detox + anti-acne” | Clear outcomes = more confident purchase |
| 5. Starter Kits & Subscriptions | Affordable grooming kits or monthly boxes | Ideal for gif |
5. Launch Strategy: Build a Focused, Purpose-Driven Brand
If you’re planning to launch in 2025, focus on clarity, quality, and speed to market. You can simply follow this structured launch path, we will help you start hand by hand:
Step 1: Market Discovery
Conduct competitive analysis and keyword research.
Find your Hero products, which should reflect your values and solve one clear problem (e.g., a strong-hold pomade that washes out easily and comes in a refillable tin).
Tips: Look at reviews of bestsellers and identify what’s missing: scent variety? Eco packaging? Skin sensitivity claims?
The following are products we recommended to start (best-selling products based on our R&D insights) :
- Matte Clay Pomade: Offers a natural hold without shine, trending due to TikTok and gym culture
- Gentle Foaming Face Cleanser: Especially in demand for minimalist skincare routines
- Beard + Hair Styling Combo Balm: Multi-use products are on the rise, particularly with men aged 25–35
Think about who your core user is and where they shop: online-first Gen Z? Gym-going millennials? This clarity will guide your entire brand tone.
Step 2: Formulation & Sampling
Find a reliable manufacturer/supplier for products.
Remember! Request samples before bulk order!
For formulations, you could either choose best-seller formulas from manufacturers, which is much easier to start with. Or, if you have your own specific formula, or request, it is workable to develop your own unique one.
Cooperate with Awilke Branding for manufacturing is an easy way to start! Or check this blog in case some of you don’t know how to find private label men’s grooming manufacturer/supplier).
Once you have your private label men’s grooming products ready, test with real users in your target audience. Refine texture, scent, and absorption, until the product is perfect for the market.
Step 3: Brand Crafting
Develop a story that speaks directly to modern male values—confidence without ego, quality without clutter. Align packaging design and messaging with that tone. Minimalist branding, matte finishes, and neutral tones test well across all male age groups.
Step 4: Pre-Launch Build-Up
Start teasing your product on social media and email lists 3–4 weeks before launch. Some effective tactics:
- Sample giveaways for UGC and reviews
- Early bird pricing for subscribers
- Influencer seeding campaigns
- Waitlist signup with exclusive launch bundles
Step 5: Launch + Iterate
Once live, run paid ads targeting your key demographic. Follow up with automated emails, retargeted ads, and social content that answers FAQs.
Track:
- Top-performing SKUs
- Abandoned cart patterns
- Customer feedback on packaging or scent
Iterate fast and be ready to introduce bundle sets, travel kits, or limited-edition scents to keep your product fresh.
Awilke Branding helps emerging brands launch faster with low MOQs, full formulation support, and white-label design services.
If you’d like to start your own men’s grooming/barbershop brand, feel free to contact us for startup advice, we are happy to help!
Click here to contact our startup professionals.
Final Thoughts: The Market Wants Smarter Grooming Products
Today’s male consumer wants grooming products that match his values: clean, simple, and sustainable. By focusing on minimalist formulations and responsible packaging, you can carve out a loyal niche in this fast-growing market.
Whether you’re a DTC startup or an established brand expanding into men’s care, we’re here to help you bring your vision to life.
Want to Launch Your Own Men’s Grooming Brand?
Contact Awilke Branding for turnkey private label manufacturing and start developing your line with confidence.
Written by the Product Strategy Team at Awilke Branding
With 20+ years of experience in personal care manufacturing, Awilke Branding has helped launch over 10,000 skincare, haircare, body care, and men’s grooming brands worldwide. From eco-conscious startups to barbershop bestsellers, we specialize in turning product trends into high-performance private label lines — fast, scalable, and brand-ready.
Explore our capabilities at https://www.awilkebranding.com/about-us/.
