Harry’s is doubling down on its investment in men’s skincare.

Harry’s is doubling down on its investment in men’s skincare. While skincare has traditionally been dominated by products targeting women-only, the practice is growing among men as male-focused brands like Ceylon, Huron, Disco, Jaxon Lane, and more emerge. Harry’s is the latest brand expanding its assortment of men’s skincare products with a toner, eye cream, night lotion, and blemish treatment. The space is “growing fast and aggressively, as [men] have a bit more of understanding of what’s out there and are more aware of their needs,” according to Harry’s general manager. Harry’s has typically focused on introducing men to its shaving products, and it’s deeper commitment to multi-step skincare is aimed at educating, while showing men how healthy skin can promote overall wellness. According to Euromonitor, the men’s skincare market (minus shaving products) in the U.S. was worth $402.8 billion in 2020—a 2.2% increase from 2019. YPulse’s beauty research shows that 68% of males have been maintaining their personal appearance during COVID-19 as part of their self-care. (Glossy)