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Dubai's Leading E-commerce Beauty Store Launches Its Men's Grooming Section

Following the massive triple digit growth that has witnessed in 2020 and the increasing demand for male grooming products to compensate for the inaccessibility to salon services during lockdown. The leading e-commerce beauty store has recently launched its men's section on the website to cater to the surge of demand over daily grooming essentials by male consumers such as skincare, shaving and hair products. 

According to Euromonitor research, the global men's grooming products market was estimated at US$52.547 billion for the year 2019, with an expectation to reach $183.2 Billion by 2022. Amid the COVID-19 crisis, the global market for Men's grooming products estimated at US$140.8 Billion in the year 2020 and is projected to reach market is projected to register a 4.29% growth during the forecast period, 2020 - 2025.
The growth was primarily driven by the increasing consciousness among male consumers on personal wellness and appearance. For many months male consumers had little to no choice but to invest in skincare and hair products to help maintain their self-care routines at home, which was mainly accessible through online beauty stores with no access to bricks and mortars. Moreover, this trend did not stop at lockdown as male consumers have become more invested in regularly purchasing, experiencing and integrating new grooming products in their daily self-care regimens post lockdown. 
Not to mention that the WFH culture had a massive impact on the growth of the men's grooming industry. With men spending prolonged hours at home and the need to look their best for zoom calls, men have become increasingly concerned with their skincare regimens. Men's moisturiser is a current favorite, with searches up +324% compared to last year. Interestingly, men's face wash is down in search. 
Also, with many barbershops shutting down during the lockdown period, men took the clippers into their own hands and the sales of hair trimmers and clippers witnessed an accelerated growth, with searches up +129% and +238% compared to last year, respectively. However, shaving products have taken a global hit as men neglected their razors during the lockdown. Beard care brands on the other hand has witnessed an increase in sales, with male consumers growing their beards and opting for products to tame and style unruly beards.
That's when has decided to capitalise on this opportunity and offer the male consumer a unique selection of grooming products from well-known brands such as ManCave, Mr.Natty, Spongelle, Soo'ae and a unique shopping experience at the speed of a finger click and better still, delivering the products to their doorstep. The men's section on launched in December 2020, being the gifting season and some of the top-selling items include MR NATTY Wet & Dry Gift Set which included Shipwreck Shower Wash + Antibacterial Towel, SOO'AE Men's Energizing Black Sheet Mask - A bamboo charcoal mask with a signature blend of Charcoal and Lemon purifies, tightens pores and refines skin texture – and the Spongelle Men's Supreme Buffer Cedar Absolute Shower Sponge. continues to go through a significant phase of growth and have expansion plans in their sight for the men's grooming section, with more brands and products to be added in the coming months.

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