While the genderless trend is gaining traction, there is still a sizable men’s grooming category. When looking at the Cosmetify Index Men’s Edition 2020, skincare surfaced as a priority for men, with Clinique Men and Bulldog in the top three most searched brands. Wahl took second place as men jumped on the DIY lockdown trend, taking grooming their hair into their own hands.

The Hottest Men’s Brands

1. Clinique for Men
2. Wahl
3. Bulldog
4. Man Cave
5. Kiehl’s
6. Elemis Mens
7. L’Oréal Men Expert
8. House 99
9. Anthony
10. Proraso

With barbers and salons closed due to COVID-19, the most searched product at the moment is hair clippers.

Top Searched Products

1. Hair Clippers
2. Clinique Anti-Age Eye Cream
3. Bulldog Original Aftershave
4. Mancave Natural Blackspice Beard Oil
5. Kiehl’s Facial Fuel
6. Elemis Men’s Deep Cleanse Facial Wash
7. L’Oréal Paris Men Expert Vitalift Anti-Wrinkle Gel Moisturizer
8. Anthony Beard Basics Kit
9. House 99 Polish Up Body & Hair Wash

Most Popular Products on Cosmetify

1. Clinique
2. Warpaint
3. Tom Ford

Top Searches and Average Monthly Search Volume

1. Beard Oil 126, 000
2. Manscape 120,000
3. Beard Trimmer 91,000
4. Best Beard Trimmer 48,000
5. How to Trim a Beard 28,000
6. Beard Balm 27,000
7. Beard Growth Oil 23,000
8. Veet for Men 17,000
9. Best Face Wash for Men 16,000
10. Beard Care / Mustache Wax 13,000
11. Beard Wax 12,000
12. Beard Grooming Kit 11,000
13. Best Razor for Men / Clinique for Men 10,000
14. Men’s Grooming Kit 8,900
15. Makeup for Men 7,400
16. Male Waxing 7,000
17. Skin Care for Men 5,100
18. Hair Removal for Men 4,300

Men’s Grooming Percentage Change in Global Search Interest (June 2019 – May 2020 to June 2018 – May 2019)

1. Hair Trimmer for Men 161.4%
2. Hair Shaver for Men 78.1%
3. Mens Skincare 36.4%
4. Skincare for Men 30.8%
5. Grooming Kit 29%
6. Body Grooming Kit 27.6%
7. Man Trimming 24.4%
8. Beard Trimmer 23.5%
9. Mens Grooming Kit 21.7%
10. Body Groomer 21.3%
11. Men Trimmer 19.7%
12. Bulldog Skincare 17.3%
13. Male Grooming Kit 15.5%
14. Clinique for Men 11.4%
15. Mens Moisturizer 10.3%

The methodology is search date using Google Trends pulled from an Increase in Popularity of Men’s Grooming – Comparing 1 June 2019 – 31 May 2020 to 1 June 2018 – 31 May 2019. All other research is compiled using Cosmetify’s own data.