Reality TV show Love Island credited with boosting male grooming market

Data from market analyst The NPD Group has suggested that an increasing desire of UK men to make more effort with their appearance is being influenced by male contestants on the popular reality TV show Love Island.  

The value of the UK prestige male grooming market was up by £2.2 million year on year in the 12 months to the end of June 2019. 

The total market was valued at £500m, with skincare accounting for £29m. Sales of prestige men’s face masks were up by 111%, while sun care products increased by 3%. 

Body products also received a boost in sales, with body exfoliators increasing by 20% over the period. Body cleansers grew by 9% and sales of body moisturisers increased by 4%. 

June Jensen, director of UK Beauty at NPD, commented: “Love Island continues to be a hugely popular show and presents a modern image of men today. 

“It’s ok to take care of yourself, to look groomed, smart, tanned, and toned. The prestige men’s grooming market has certainly benefitted from this trend as we have seen some dramatic increases in the growth of men’s face masks and men’s body care such as cleansers and exfoliators.”