Love Island boosts sales of male grooming products

As the Love Island final approaches, the show is being attributed to a rise in the male grooming market in the UK.

According to The NPD Group, the total value of the men's prestige grooming market in the UK was valued at £500 million in the 12 months to the end of June 2019, an increase of £2.2 million on the same period the year before. 

Male skincare was worth £29 million, with sales of men's face masks increasing 111% in the same period. There was also growth in sales of men's sun care (3%), male body cleansers (9%), men's body moisturisers (4%) and male body exfoliators (20%).

Commenting on the results of their research, June Jensen, Director, NPD UK Beauty, says: 

“Love Island continues to be a hugely popular show and presents a modern image of men today. It's ok to take care of yourself, to look grooming, smart, tanned, and toned. The prestige men's grooming market has certainly benefitted from this trend as we have seen some dramatic increases in the growth of men's face masks and men's body care such as cleansers and exfoliators.

“It's also interesting to note how wider beauty trends, like the huge popularity of face masks, has transcended the women's sector to become a booming part of the men's market too. This is a great opportunity for skincare brands, as men are allocating more of their disposable income on prestige body care including cleansers, exfoliators and moisturisers.”