The popularity of male facial hair trends including beards and the ‘three-day stubble look’ are taking their toll on sales of male grooming products across Europe, according to marketing industry analyst, IRI.
Beards cause sales backlash
The popularity of male facial hair trends including beards and the ‘three-day stubble look’ are taking their toll on sales of male grooming products
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The past 12 months have been positive for German C&T with fragrance, hair care and men\'s lines enjoying strong growth. While colour cosmetics, body care and skin care saw losses, NPD in all sectors was strong. In January, drugstore Schlecker and its subsidiary Ihr Plaz filed for bankruptcy, providing opportunities for supermarkets, discounters and other drugstore chains
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Male Grooming
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Kleonne is a curated digital platform dedicated exclusively to elevating men’s skincare and grooming. We partner with premium brands to simplify product discovery, offering a refined environment where consumers can explore high-quality formulations with confidence. Through expert-led content, real-world routines and educational editorial features, Kleonne connects modern men with brands that prioritise performance, craftsmanship and credibility. Our model is built to support brand visibility and trusted engagement, helping men refine their routines while enabling partners to reach a highly targeted and growing demographic