The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Mantl, the skincare line for bald men that Queer Eye’s Karamo Brown co-founded last year, is coming to the UK.
The brand, which offers products including a cleanser, moisturiser and “no-shine sheets” to keep skin looking fresh, is among a group of companies seeking to tap into emerging demand as interest in men’s beauty products grows.
The market is evolving rapidly, fuelled by social media, which has both increased pressure on men to look good and opened up opportunities to learn about skincare. Sales of men’s facial skincare products in the UK are expected to reach £79 million ($109 million) this year, according to market research firm Mintel. The pandemic boosted the sector, as practices like mask wearing created new skin concerns, Mintel said. The firm expects sales to decline from current levels over the coming years.
Mantl, which Brown launched with two Honest Company alumni in the US last year, is aiming to carve out a niche with inclusive marketing aimed at changing the narrative around baldness. The brand expects to more than triple sales this year, with growth boosted by its UK expansion.
ADVERTISEMENT
The UK market is “one of the biggest and fastest-growing skin care markets — especially for men — in the world’' said Mantl chief executive Peter Ricci.
Lolita Maesela is a fellow at The Business of Fashion.
Learn more:
The Men’s Skincare Opportunity
Skin care designed for and marketed specifically to men has emerged as a market distinct from the grooming space. But selling these products requires new strategies.
Beauty labels hope to court the concert set, looking to Coachella, Stagecoach and Lollapalooza for both brand awareness and trendsetting.
Black founders carry a markedly higher burden when it comes to educating investors on the value and viability of their business ideas — but there is an art and science behind knowing when your brand is ready and what kind of investors will be the best fit.
Landing a retail partnership is often seen as a major milestone for beauty founders — but it brings a bevy of new challenges, from the logistical complexities to setting a marketing budget. Black entrepreneurs, who typically have far less capital to work with, often face tough choices.
The firm has been working on a listing since at least 2022, with previous attempts buffeted by volatile markets.