MMUK to "make history" with first men's make-up store

By

Barbara Santamaria

Published
Nov 15, 2017

Online make-up brand MMUK MAN has decided to make its first foray into brick and mortar retail by opening of the UK’s first make-up store for men, according to GlobalData.

The brand has been one of the first ones to enter the nascent male make-up realm and made headlines earlier this year when it announced a deal to take its products into the mainstream market via Asos.

10 MMUK products are now available on Asos, ranging from concealer and brow gel to ‘manscara’. While they were previously available online prior to this, the deal with Asos marked a step forward towards normalising male beauty products in the marketplace and at a wider, societal level. And the new store will contribute to driving growth in the industry by providing a platform for consumers to interact, test and engage with products in real life, said GlobalData.

“This development is indicative of a changing consumer landscape. Male cosmetics have traditionally only appealed to small niche groups. However, driven by the individualistic mindset of the millennial consumer in particular, the male grooming industry is seeing something of a revolution,” commented Lia Neophytou, Consumer Analyst at the data and analytics company.

MMUK is tapping into a market that is ripe for growth, with 25% of European males willing to increase the number of products they use in their beauty/grooming routine to improve their appearance, according to research by GlobalData.

And the launch of its first physical store could become a major catalyst for growth in the industry. “Both innovative products and effective marketing strategies are key in promoting the male beauty industry. However the availability of male beauty products in physical stores is an emerging opportunity that beauty manufacturers worldwide should tap into and will gain traction, particularly as the social barriers to wearing cosmetics and make-up among men continue to break down,” said Neophytou.