It’s official: men’s grooming has exploded. The numbers are in, and according to market insight company Statista, the global male grooming market will be worth a whopping $115 billion by 2028, up from nearly $80 billion in 2022 (to wit: skincare makes up around 47% of the men’s market). Staggering numbers aside, it’s safe to say grooming is big business.
Enter Chris Salgardo, the former President of Kiehl’s, who after three years of extensive research, established his own skincare brand Atwater. Named after his father’s California hometown, the pared-down, tightly-curated collection includes three moisturizers, a face scrub, an eye cream, shaving cream and a trio of soaps. Below, Salgardo, who also penned a book shares five men’s grooming trends, including powerhouse ingredients and an array of products for all wallets.
Niacinamide
“Men are curious about niacinamide (aka vitamin B3) and rightfully so,” says Salgardo about the superstar ingredient known to address skin concerns: taming oiliness, brighter-looking skin, and reducing fine lines and wrinkles. Salgardo likes Atwater Skin Armor Moisturizer ($35), a universal product formulated with 5% niacinamide and licorice root extract, and for those looking for more of a serum, try Neutrogena Hydro Boost ($19).
Hyaluronic Acid
Make no mistake about it: “the buzz around hyaluronic acid isn’t just a fad,” quips Salgardo, adding that both men and women are seeking out the buzzy ingredient to see if it really works. “It’s got remarkable moisture-retention properties — basicallyl the key to achieving and maintaining well-hydrated skin,” he says. Try Garnier Ultra-Lift 2-in-1 Serum + Moisturizer ($15).
Exfoliation
While exfoliating scrubs are all the rage these days, Salgardo warns men frequently exfoliate too often and too harshly — leading to irritation. To see how your skin reacts, go easy and exfoliate 2-to-3 times a week. For physical exfoliants (aka — scrubs) work gentle circular motions. Atwater’s Skin Armor Face Scrub ($25) uses jojoba beads to slough away dead skin cells — and salicylic acid to deep clean pores and prevent breakouts.
Shaving vs. Clippers
“Men frequently ask whether to choose razors or clippers for shaping their facial hair,” Salgardo explains, adding many men struggle with the market’s heavier products and foams. “I think we’ll see a rise in transparent formulas and conventional razors versus clippers for better bead lines,” he says. To the rescue: Atwater’s Smooth Target Shaving Cream ($18) with plant-botanical powered rosa gallica or Bevel Clear Shave Gel ($12) using aloe vera and cucumber extract.
On Deck: Bronzing Products
Salgardo predicts an uptick in bronzing products — as highlighted in the latest Louis Vuitton fashion show in Hong Kong. Dusting over areas of your face that would naturally catch sunlight, enhance your skin tone and promote a healthy finish; Salgardo turns to Jones Road The Bronzer ($35), a silky, sheer and buildable powder that adds instant warmth (not to mention a a natural tint and color correction).