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🦧 grooming harder
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🦧 grooming harder

Ape of Omaha
Jul 13, 2022
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🦧 grooming harder
www.wiseape.fyi

šŸ” guys, we see y’all

this chart here is none other than the youtube search trend for "men skincare" in the past 5 years (100 represents peak)

i’ve been jotting down notes on the men’s skincare (and broadly male beauty/cosmetic) uptrend – especially in asia

here’s another semi-vc-diary so i can come back to it later

hope you find it interesting!

 

šŸ“ˆ surging demand

  • globally, the male skincare and grooming industry as a whole (skin, hair, shower, shaving, etc.) is expected to reachĀ $183b, with only china and south korea taking up $62b

  • the global men’s skincare market, in particular, isĀ expectedĀ to reach ~$19b by 2027 (6.2% cagr) and is outpacing shaving and fragrance products.

  • searches for ā€œmen skincare routineā€ have grown byĀ 630%Ā in the last five years

 

šŸŒ adoption in asia

  • korean men use 13 beauty products a monthĀ on average

    • primary purchase channels = drugstores and one brand shops

  • in china, it is becoming more advantageous to choose wanghong’s (ā€œInternet influencersā€) instead of celebrities as advertising models

    • the wanghong market is known to be worthĀ ~$15.5b

  • #malemakeupĀ (in korean) has over 44.2M views on tiktok

    • that’s ~90% of south korea’s population!

  • in southeast asia, thailand is established as an early adopter

    • in more conservative markets like indonesia,Ā brands are adjusting strategyĀ and are promoting genderless or unisex facial care and makeup lines

 

šŸ‘€ im interested in keeping up with…

  • mmuk man: uk-based maker of the world’s first men’s lipstick with 12 shades (garnered huge pre-order interest from china and korea)

  • frontman: brooklyn-based men’s skincare and cosmetics, won the esquire grooming award less than a year after launching

  • stryx: producer of men’s concealer, lip balm, and gel cleanser (featured onĀ sharktank)

  • cosrx: skincare brand and customized cosmetic prescription platform (38% acquired by amorepacific at $398m post valuation in sept-21)

 

finishing work late and writing this at midnight… gotta sleep now!

always always feel free to email me (apeofomaha@substack.com) to ask any questions! :)


šŸ’” something im thinking about



šŸ™ closing comments

all of this is just one ape’s thoughts, but I would love to hear what you want to know about! happy trading!


 

Ask a Wise Ape is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

 

as always, just another ape's thoughts and opinions – i am no financial advisor! (i am no substitute for professional financial services)
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