As one of the few male writers in beauty (with a beard), I have always had a unique perspective on this buzzy industry.
This has been shaped by numerous events, speaking with incredible brands and writing countless stories during my time at Cosmetics Business.
But if there is anything that disappoints me more about this vibrant and ever-evolving sector, it is this: beard care innovation is seriously lacking.
Let me explain.
Sheet masks simply do not work– with more than half of the product dangling limply over my beard.
I can already hear some saying, “Just don’t use them”– simple as that, but it goes further.
Beauty tech is making massive strides each year, but how can I be sure that products like LED masks are actually benefiting the skin under my beard without having to shave?
Lancôme’s Rénergie Nano Resurfacer is an exciting and genuinely innovative new device from the L’Oréal-owned brand, but can I really justify the cost of a product I can only use on half of my face?
And as much as I love your marketing, CeraVe, your face creams clump up something awful if they end up in my beard.
My visit to in-cosmetics Global 2025, which took place in Amsterdam, also revealed a surprising lack of innovation in beard-focused products.
That is not to say there are not new products being released specifically designed for beards like oils, cleansers and scrubs.
But frankly, I have no interest in the oversaturated barbershop-inspired aesthetic and scents most of these products come attached with.
My issue is that there is very little ‘excitement’ around this segment in terms of formulation and NDP, and it feels like beards are being left at the wayside in an ever-advancing industry.
We have seen the ‘skinification’ of hair and scalp care, does something similar now need to happen for beards?
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