Key Trends

Men's Wellness:
Product
Opportunities
New male-focused and gender-neutral releases are tapping
into the growing men's wellness market, from inclusive
personal care to sex-positive products

Asystem
 Action Points
The US men's personal care market is currently valued at
$4.4bn in annual sales and has been growing steadily
since 2014, according to Mintel. This growth reflects a
wider shift in attitudes around men and wellness,
as male consumers become more comfortable using
products previously skewed towards women, and
brands launch male-focused or gender-neutral wellness
ranges.
1. Get men talking: help men open up about problems
through events or talking services that build a
supportive sense of community.
2. Destigmatise men's health: D2C brands help to
make dealing with certain health issues less
embarrassing and open up frank conversations.
However, make sure that any medication provided is
paired with ample information from medical
professionals around dosage and side effects.
3. Tap into inclusive self-care: effective or supportive
products should be able to fit into anyone's self-care
practices, regardless of gender. Explore using earthy
tones or bright colours to appeal to a wide audience,
and communicate that products are suitable for
everyone.

The Nue Co
 Balanced Fitness
• Men's fitness is moving away from solely
performance-based to becoming more of a holistic
practice that incorporates mindfulness, socialising
and restoration
• Sports clubs are a way for men to focus on
community and mutual support, as well as sporting
achievement. The Berlin Braves sports club in
Germany brings together athletic performance and Berlin Braves
creative expression, and aims to change the way
members feel about performance. Men's yoga
collective The Boys of Yoga has created a book called
@sitdownbequiet
Sit Down, Be Quiet that empowers men to take control
of their own mental health through yoga practices
• Create fitness apps that take a 360-degree
approach to wellness. The Centr app by actor Chris
Hemsworth combines intense workouts with eating
plans and mindfulness practices
• The rise of restorative fitness puts stretching and
recovery front and centre, instead of fat-burning, high-
intensity workouts. Studios such as Outer Reach
Stretch in New York run classes on active stretching to
improve mobility, alignment and connection with the
body
Centr App

Outer Reach Stretch

 Mental Wellbeing
• Brands are helping men to open up about their
feelings and take part in mental wellbeing practices.
This approach is making an impact in male-centric
environments. This summer, the NBA introduced new
mental health guidelines, meaning each team will
have one or two mental health professionals
HealHaus
• Loneliness is a key issue, with 44% of men in the UK
saying they felt lonely sometimes. Classes and
workshops help to offer support. Boys Club at She's
Lost Control studio in London runs workshops on
masculinity and breathwork exercises to help men Goop

deal with stress. HealHaus in Brooklyn has an ethos

of inclusivity, aiming to help black men in particular
feel comfortable and supported with discussion-led
events such as The Table for Men
• Make discussing taboo areas of mental health or
masculinity more approachable. Australian men's
wellness brand Pilot offers guides on mental health
issues such as porn addiction in straight-talking, easy-
to-understand guides. The Book of Man's Festival of
New Masculinity in London tackled topics such as
porn culture, mental health and fatherhood

She's Lost Control Pilot The Book of Man

 Supplements
• The rise in interest in supplements and wellness
boosters has hit the men's market, with products
designed especially to support men's health or with
gender-neutral packaging and branding
• Men's health brand Roman created its testosterone
support supplement after finding that 52% of Roman
Asystem
members said they would be interested in taking a
testosterone supplement. The formulation contains
vitamin D3, zinc, magnesium, maca
and ashwagandha to maintain the body's natural
functions. Superhuman Supplements from Asystem Roman

are a mixture of five daily capsules to help boost

energy and focus, fight stress and improve mood,
quicken recovery and maintain sexual performance
• As well as formulations specifically designed for
men, unisex supplement brands are emerging. The
Nue Co raised $9m in Series A funding in June this
year and focuses on the efficacy of its products rather
than marketing to a specific gender. Subscription
service Paragon analyses a hair sample and
questionnaire to tailor daily supplement packs for
each customer

Manual The Nue Co Paragon

 Personal Care
• Personal care brands open up to men with more
gender-neutral designs and messaging, encouraging
them to take time to enjoy self-care practices and
rituals
• Spas and wellness spaces are looking to become
more inclusive. The Sense of Sense bathhouse, due to
Maude
open this year in Melbourne, is focused on having
welcoming, body positive branding to make relaxation
open to everyone
• Personal care products take on a gender-neutral
Sense of Self
approach. Sexual wellness brand Maude is branching
into self-care products such as bath soaks, designed
with the brand's signature pared-back look. Justin
Bieber partnered with natural deodorant
brand Schmidt's to create Here + Now, a unisex
deodorant scented with a blend of citrus, florals and
woody base notes
• Subscription services such as Fabric Skincare help
to simplify the decision-making process for men when
buying personal care items. Curated product
ranges make purchase easier
• Sand brings the soft, neutral aesthetics of the
wellness movement and personal care into a platform
specifically for men, with information about wellness,
lifestyle, grooming and culture Fabric Schmidt's Sand Magazine
 Sex Positive
• New sexual wellness products encourage an open
and positive attitude towards sex, helping male
consumers talk about previously taboo topics such as
erectile dysfunction
• Brands help men boost their sexual confidence with
inclusive messaging. Condom brand Trojan ran an
Trojan
ice-cream van to help men be more confident about
their bodies, offering ice-creams inspired by penises in
different sizes and shapes.
• Condom subscription brands make buying
PS
condoms less intimidating. PS takes a humorous
approach, while Wednesday focuses on being
inclusive, with the mantra: "We believe in sexual
wellness for all. We’re built on inclusivity and equality,
and we never discriminate"
• D2C brands make sexual health issues more
approachable through online services. Pilot offers
online GP consultations for erectile dysfunction
treatment, meaning men can get treatment without
having to go to the doctors
• Sex toys are becoming more inclusive, with designs
suitable for any gender. Wild Flower released Enby, a
flexible, genderless sex toy that can be used in a
variety of ways to suit different consumers
Wednesday Pilot Wild Flower
 Wellness Scents
• Candles are a key product for setting the scene for
wellness practices at home, as well as for the men's
wellness gifting market. Brands are opting for natural
scents and pared-back wellness aesthetics that
appeal to a wide range of consumers, regardless of
gender
Malin + Goetz
• Fresh, natural scents are a key direction. Malin +
Goetz created a unisex candle for Kith inspired by the
scent of cold air and the first snow in New York. Earlier
this year, Tyler, The Creator partnered with retaW
fragrances to create the Coldwater candle with a soft retaW

but crisp scent

• Herbal scent profiles are also key for creating a
relaxing, healing atmosphere. Ashley & Co's Tui &
Kahili candle features notes of ginger and lily with
calming, grounding tones of sandalwood. Le Labo's
unisex candles focus on botanicals, with the Verveine
32 candle bringing together florals and woody notes
for a balanced scent. Comme des Garçons' Incense
Zagorsk candle looks to a Russian monastery for
inspiration, with a scent featuring heavy woody notes

Ashley & Co Le Labo Comme des Garçons

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Ritualised Wellness Fitness at Home: New Workout Trends Candles & Scent: A/W 19/20

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