Move over cologne, self-care gifting is the new way to reach Millennial dads. 

Move over cologne, self-care gifting is the new way to reach Millennial dads. YPulse’s beauty research shows that 68% of males have been maintaining their personal appearance during COVID-19 as part of their self-care. As more DTC men’s care brands like Huron, Lumin, Geologie, and Ceylon Skincare continue to emerge, they’re attempting to “build a robust culture” of young men by educating them on the idea that personal care is more than just grooming; “it’s [about] wellness, self-understanding, and growth.” According to a study by Miraval Group and StudyLogic, 59% of men surveyed had practiced more self-care in the past five years (a 2021 report from SkinStore also notes that interest in male skin care has increased by 400% in the past five years), with Millennials the most likely to take part in the activity. Ahead of Father’s Day, these Millennial-focused DTC brands are promoting skin care and bath-and-body products as self-care necessities, and Huron’s CEO and co-founder notes that major life changes for Millennial men make them more interested in upgrading their routines. (Glossy)