Use of men's cosmetics is growing globally making this one of the most interesting markets for the beauty industry. According to Global Men's Grooming Products Industry, published by ReportLinker last August, the sector will be worth 2 billion dollars by 2027, with 3.8% annual growth over the 2020-2027 period.

The men's grooming sector is changing rapidly. No longer restricted to traditional mass-market products for shaving or fragrances, it now includes skin care and hair care lines specifically designed for men. Treatments for men earn mention on social networks and in the media, leading to a significant boost in sales. The front line includes skin cleansing products, moisturizing creams, and protective facial serums to fight the side effects of the recent months of mask wearing and recover a healthy appearance and uniform coloration. Beard and hair care products are also widespread. Demand for makeup collections is on the rise too, from foundation and concealers for natural makeup looks, to products for the eyes and lips that help facial features stand out.

Year after year, men's cosmetics top the gift charts on Father's Day (celebrated March 19, Saint Joseph's Day, in all Catholic nations). Fatherhood has changed in recent decades compared to the late 1800s or early 1900s. The authority figures of the past, with faces marked by time and hardship, have given way to men who care for their appearance, show their feelings, and take an active part in everyday family life.

These days, fathers of all ages can look good: here are some of the products proposed by Cosmoprof Worldwide Bologna exhibitors.