Boots and Superdrug are shaking up their men's aisles, and here's why

This article was originally published in the Male Grooming Trend Report Receive your copy here.

Behold the reboot. It’s been a long time coming, but the men’s aisle is finally being upgraded in what is being seen as a turning point for high street retail.

No longer is the male grooming offer limited to a ubiquitous handful of major brands, most of whom are owned by multinational conglomerates. Indie brands are being given the chance to move in, and add men’s beauty to the mainstream offer too.

Boots is this month introducing its biggest category rebuild in years, including its first ever premium men’s offering with brands such as hair care range Hanz de Fuko and skin care and body care brand Anthony, as well launching men’s make-up with indie player Shakeup Cosmetics.

Moreover, Boots will be introducing testers for the first time in the men’s aisle, for Shakeup Cosmetics’ shade range of BB Tinted Moisturisers.

Jake Xu, co-founder of Shakeup Cosmetics, tells Cosmetics Business: “Usually with men’s cosmetics in-store you never see testers, but we managed to convince Boots to introduce them for this particular product as people need to be able to try it. It’s a first for Boots and I think a huge step forward.”