By Sharetta McLaughlin
- LeBron James is launching a men’s 7-product collection grooming brand called the Shop that will launch exclusively at Walmart
- The global men’s grooming products market size is expected to reach $132.73B by 2030
What comes to mind when you think about men? Fashion? Sports? Is it their well-being? Do you ever stop to wonder what skin care routine men use? Well, there are some that do. LeBron James and Maverick Carter have started a skin care line for men that will be exclusively available at Walmart. All products will be $10 or less and the launch is slated for 1st of April 2024.
Why This Matters: With men becoming more concerned about their grooming habits, many have noticed there aren’t a long list of skin care lines that are exclusively for men. Let alone, for Black men. Men have specific skin care needs, and LeBron and his team felt that there should be a line of products that are a solution to some of the skin issues that men can face. Although skin care is essential for people of all genders, there are specific reasons why skin care brands specifically for men are needed:
- Different skin needs: Men’s skin is typically thicker, oilier, and has larger pores than women’s skin. This means that men’s skin has different needs when it comes to cleansing, moisturizing, and protecting.
- Different shaving needs: Men’s skin is more likely to experience razor bumps, ingrown hairs, and other shaving-related problems. Skin care products specifically for men can help reduce these problems.
- Different fragrance preferences: Men often prefer skin care products with masculine scents. Skin care brands specifically for men offer a variety of products with masculine scents to choose from. In addition, skin care lines that cater to black men will address the reasons stated above plus those that are unique to melanated skin.
Other notable individuals such as John Legend and Michael Strahan, both have launched skin care brands as well. Both state there aren’t skin care lines that are tailored to the needs of Black men and wanted to change that. To create his line, John Legend had the help of a board-certified dermatologist, who specializes in the holistic approach. Michael Strahan’s line Daily Defense collaborated with biotechnology company Evolved by Nature to deliver products with premium ingredients but at affordable prices. Strahan stated in his interview with People that when playing football he didn’t have time to take care of his skin but with his “current career and the makeup that I have to wear, I have one that I stick to.” Affordability was also a major factor for all the men’s skin care and grooming lines mentioned.
LeBron James’ line cost 10 dollars or less. John Legend’s products range from $10 to $30 (for a two-pack). And lastly, the five products in Strahan’s line range from $12-$14. There are other celebrity lines, but they are expensive and may not necessarily cater to some of the issues melanated men may experience with their skin. LeBron is a GOAT in his industry and leveraging on his status, he can capitalize on emerging market trends, influence consumer behavior and industry dynamics. Additionally, his involvement could bring heightened visibility and credibility to the skincare sector, attracting more attention and investment from both consumers and other entrepreneurs.
What’s Next: The expansion of affordable skin care and grooming lines for men allows men to personalize their self care routine. Although this industry is still in its infancy stage, it has shown positive growth. Men’s grooming products globally reached $74.8B in 2021 and is forecasted to achieve $132.73B by 2030. Furthermore, the introduction of innovative products specifically tailored to men’s specific needs are likely to play a pivotal role in driving growth within the industry. Looking and feeling good is a confidence booster. By embracing these products, Black men have the opportunity to redefine cultural standards of beauty and self-care, promoting a more diverse and inclusive portrayal of masculinity.
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