For ages, women have been the core demographic for the wellness industry but all that is changing now. With men focusing more on their health, wealth and looks, the industry is wide open. The changing trend could be due to a more self-awareness and rising social pressures, however, it is safe to assume that targeted advertising has been the main reason behind the $4 trillion industry. For the average stressed-out bloke, the benefits and the draw are just as tempting. Work-life balance, limitless energy levels, six pack abs, athlete level fitness are just a few of the promises that draw millions of aspiring men towards the industry. From Pseudo meats, trending diet programs, organic nutritional products, new age holistic health treatments, cosmetics, Nutrigenomics, personal grooming products, fairness products, the list is unending.

The primary driving force behind the booming men’s wellness industry is the millennial generation. Global awareness, desire to improve lifestyle and be seen as international is pushing millennials to relook at the men’s wellness industry as the in-thing rather than the taboo of the past. Several studies also show that a large portion of the millennials prefer spending on experiences rather than on material goods.

Men’s wellness is part of a broader inclination amongst consumers, especially the younger demographic, that seeks individuality & like-minded values in the brands they shop at. They’re driving the success of new brands that don’t just rely only on traditional advertisements or aspirational marketing. As such the traditional marketing strategy of getting a superstar sports person or a celebrity alone would not be enough. In fact, in many cases, several brands will see a negative impact of such a strategy since the sportsperson or the ‘influencer’ may not have similar values as the end consumer.

From grooming products to luxury wellness products and services targeted at men, the industry is booming. Nike’s jump into men’s wellness industry with its own line of Yoga apparel is proof that the industry is ready.

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Maapilim, a men’s wellness startup that offers personal care products has recently raised $4 million in its bid to become the brand of choice in the men’s wellness Industry. Currently available at Neiman Marcus and Goop, the brand already has managed to build a loyal following of consumers. Genesis Luxury in a master franchisee agreement with Reliance Brands that partnered with Italian firm Percassi to launch WOMO in India offering cosmetics specifically designed for men. The first store is slated to open in the first half of 2020 in Mumbai, India. Hims and GOOP, a brand by Gwyneth Paltrow, both are trending heavily in the Industry. With contemporary typography, down to earth simple language, ensure a wider audience, however, the smart name and the usage of a diverse model casting are actually rebooting men’s marketing in the wellness category.

There are a few noticeable similarities in most men’s wellness brands. A shift from traditional anti-ageing products to healthy ageing, a smart use of digital technologies to provide personalised beauty solutions at scale, a holistic wellness experience for the end user with cross-segment collaborations, new product launches that echo consumers value system, staying away from big celebrity endorsements and promotion of products via niche based social media influencers.

Modern affluent men are more focussed on holistic wellness, diverse and more tech savvy. They are experimentative with products from brands they trust. And this trust is built upon the transparency the brands reflect in their value system. To garner success in this industry, luxury brands need to be ‘real’ and exhibit a deeper emotional understanding of their customers’ identity. Thus, authentic digital storytelling, personalised experiences and a fast-fashion approach to innovation are key. Brands that are failing at adapting will increasingly lose their footing and relevance in this modern context.

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