According to Grand View Research, the global men’s grooming products market, valued at $301.3 billion in 2022, is set to expand significantly with a projected compound annual growth rate (CAGR) of eight per cent from 2023 to 2030.

This growth is propelled by shifting perceptions of conventional masculinity, influenced by the rise of the metrosexual male and the substantial impact of celebrities and influencers.

As men respond to changing grooming preferences, there’s a notable increase in substantial investments in grooming goods.

The societal embrace of diverse expressions of masculinity has triggered a surge in demand for grooming products, with celebrities and influencers playing a pivotal role in shaping evolving beauty standards, further driving the growth of the men’s grooming industry.

In response to this trend, Naked Tan, a leading name in sunless tanning, has introduced Alpha Male, the “world’s first two-in-one hydrate and tan mousse for men”, according to founder Lea Taylor.

“This groundbreaking product redefines men’s grooming routines by seamlessly combining intense hydration with a flawless tan for the ultimate grooming solution,” she said.

Drying in just two minutes, Alpha Male allows users to wash and wear their tan two hours after application. With a refreshing coconut and Fijian lime scent, it provides a pleasant fragrance, ensuring a hassle-free tanning experience.

Lasting up to 10 days, made in Australia, and free from SLS and Parabens, Alpha Male caters to all skin tones, offering a safe and effective alternative for achieving a sun-kissed look.

To mark the launch, media and influencers enjoyed cocktails, sunsets, and fabulous tans at a white party aboard the Seadeck. Images from the event below:

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