These Successful Digital Native Brands Are Coming After Millennial Women Next

They’ve helped revolutionize the male personal care market, and these three digital native success stories are now taking aim at Millennial women…

Millennials may have spurred the genreless generation, but for all their support of gender-neutral clothing and they/them pronouns, 18-36-year-old men and women are still largely buying and using gender-specific personal care products. Though several up-and-coming beauty brands are marketing themselves as gender-neutral, the majority of digital native brands in the personal care space have chosen gender sides and stayed there. That’s not to say these brands aren’t bucking gender norms, however. In fact, a growing number of these personal care brands are targeting men with huge success—brands like Dollar Shave Club, Harry’s, and Hims are effectively revolutionizing the male grooming and self-care market, which is now poised to be worth $166 billion by 2022, and a healthy (and growing) 37% of Millennial men tell Ypulse they’re are spending money on personal care products every month. While these numbers are nothing to sneeze at, it’s a drop in the bucket compared to what women spend on their personal care. Our data found that nearly twice as many Millennial women are breaking out their wallets for personal care every month, and the beauty industry alone is already worth $445 billion globally and doesn’t seem to be slowing down any time soon. With this in mind, it’s no surprise that these male-targeted digital native brands are now taking aim at Millennial women.  

With direct-to-consumer beauty and grooming brands like Glossier, Stowaway, Bevel, Onomie, and Context winning favor with wellness-loving Millennial women, the Hims and Harry’s of the world could be missing out by not tapping that other 50% of the youth market. At the same time,…

 
 

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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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