Men's Below-the-Belt Grooming Boom
Finally women aren't the only ones being tasked with grooming their privates. Expect brands like Meridian, a grooming company dedicated to helping men groom below-the-belt, to hit it big in 2021. Too often, guys neglect basic hygiene due to lack of information and the taboo nature of discussing private parts. Having just launched, brands like Meridian are changing the taboos and educating men. Among their standout products is a waterproof Meridian The Trimmer, $60, with a rust-resistant ceramic blade and specially designed technology that ensures sensitivity and safety. Other brands, like Ballsy are taking a more lighthearted approach to the trend with products like Nut Rub, Ballwash and Sack Spray. Manscaped is another brand to watch in the coming year.
Skin Care Marketed as Genderless
Thanks to the glossy launch of brands like Humanrace, by ageless superstar Pharrell Williams, skin care will become more fluid in the coming year. Your significant other is probably already borrowing your products on the regular and while it's true that men's skin tends to be thicker and oilier, for the most part both genders can share many of the same products. Skin care being marketed as genderless perfectly plays into the conversation around gender fluidity that has been dominating the news.
Skin Care is the New Celebrity Perfume
Up until now when celebrities were looking to make a splash in the beauty space their main focus was on fragrances, but not so anymore. Having maxed out on olfactory notes and likely been inspired by the massive success of the likes of Rihanna with Fenty Beauty, celebrities are turning their attention to skin care and makeup. Taking note from JLo Beauty and Rare Beauty by Selena Gomez, expect to see plenty more celebrity-backed skincare launches in 2021.
Image via @jlobeauty
Better Home Gadgets for Facials
Many of us who previously swore by monthly facials have had to rethink our routine in light of Covid and thanks to effective, high-tech (but easy-to-use) gadgets like Dr. Dennis Gross DRx SpectraLite FaceWare Pro, $435, and Joanna Vargas Magic Glow Wand, $285, that's become increasingly easy. Expect more innovations to make the at-home facial experience more effective than ever before.
Minority Owned Beauty Takes Center Stage
Brand stories will become more important in 2021. Anticipate seeing more stores and e-commerce sites highlighting brand founders with a focus on minority-owned businesses. This will also be pushed forward thanks to a number of initiatives putting money towards black-owned businesses by power players like Glossier. Sephora also recently announced that their women's mentorship and funding program, Accelerate, will focus on black-founded brands in 2021.
Image via @sephorastands
