Class of 2021
The male wellness market is in a period of explosive growth. Products which have previously only been branded with the female market in the mind are systematically being given to more masculine facelift.
Masculinity refers to the physical, behavioral and physiological traits that are male- typical and that are used to distinguish men from women.
New masculinity sees a more fluid approach to what it means to be a man in today's time as the stereotypical traits are breaking down and beginning to feel outdates.
This macrotrend is an emerging trend that has been seen recently after the #metoo movement and its backlash against against masculinity. It is still at an embryonic stage and is expected to grow in the coming years as a few brands and people have already started taking steps to conspicuous adapt the portrayal of masculanity.