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Yes, Real Men Drink Beer and Use Skin Moisturizer

Guys now are spending more on toiletries than on shaving products
Yes, Real Men Drink Beer and Use Skin Moisturizer
Photograph by Bridget Collins for Bloomberg Businessweek

Adam Causgrove is not a metrosexual. The 29-year-old grant administrator in Pittsburgh is a die-hard Pirates fan and sports a 6-inch handlebar mustache. He loves bourbon, drives a Chevy, and has a dog named Diesel. Yet after shaving, the only thing he trusts to soothe his “horrible” razor burn is Crabtree & Evelyn’s alcohol-free lotion. “Six years ago I had one shampoo, a body wash, and a toothbrush, and that was it,” he says. “As I’ve gotten older and more self-aware, I cannot begrudge anyone for wanting to put their best face forward.”

Men like Causgrove are proof that guys’ grooming products—hair serums, exfoliating scrubs, and manly eye creams with manly roll-on applicators—are reaching a wider audience. Over the past five years, the share of new personal-care merchandise geared to men rose to 5.6 percent, from 4.6 percent, researcher Mintel says. Global sales of male toiletries other than razors, blades, and shaving cream will rise 5 percent, to $17.5 billion, this year, surpassing the shaving stuff for the first time, according to Euromonitor International. Unilever, with its Axe and Dove brands, has 26 percent of the market, more than Procter & Gamble, Nivea maker Beiersdorf, and L’Oréal combined.