, Masculinity Is Changing: How Lumin Is Building A Brand For A New Generation, The Nzuchi News Forbes

Masculinity Is Changing: How Lumin Is Building A Brand For A New Generation

By Darwish Gani, Co-Founder, Lumin

There is a profound shift that’s happening within our culture: The perception of masculinity is changing so that, as when faced with any societal change, brands will need to adapt. I am a strong believer that groundbreaking brands are built on more than just great products and great marketing—they are also built at the right time. 

Lumin’s mission is to revolutionize male grooming, and we plan to meet this moment head on. 

Here are some statistics and observations about male grooming that we believe signal the coming men’s wellness trend.

Men are more open to male grooming products than we anticipated!

, Masculinity Is Changing: How Lumin Is Building A Brand For A New Generation, The Nzuchi News Forbes

In the early days of Lumin, we assumed that our target customer would be a man in his 30’s with disposable income based in a major coastal city. Instead, we were pleasantly surprised to discover that most men, no matter their background, were interested in our products. The relatively universal appeal of men’s grooming products is exciting for us because there is so much room to grow. 

38% of men have used a moisturizer in the past 6 months 

This stat doesn’t surprise us because our Moisturizing Balm is our top-selling product. As guys become more in tune with health and wellness needs, their spending habits and favorite products will begin to change. 

40% of men consider themselves masculine with at least some feminine traits

When looking to the future, we at Lumin believe that we’ve only scratched the surface for the potential of men’s grooming products. As men get in touch with their feminine traits, it makes sense to assume that men will be open to new types of products traditionally reserved for women. With our sales of men’s grooming products growing rapidly, it’s clear that skincare isn’t just for women anymore. It’s our view that in 10 years, it will be odd to think of skincare as a feminine habit.

This is a content marketing post from Lumin, a Forbes EQ participant. Forbes brand contributors’ opinions are their own.

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