In the vicious cosmetics spiral, the male beauty world known as “grooming” is also emerging. Taking care of yourself no longer only concerns women; men are increasingly open to brands and new products when it comes to beauty.

Horace, the male beauty brand

These gentlemen’s latest darling: HORACE, the new brand of “grooming essentials for guys”.

At the outset, Horace was an online shop offering excellence for less with a selection of carefully chosen labels: Baxter of California, Dr. Bronner, Ren Skincare, Marvis.

And then November 2016 saw the launch of their own brand: efficacy, simplicity and direct selling are some of the keys to the success of this hyper-connected brand that is incredibly close to its customers, allowing it to best meet their needs.

Horace, Boy de Chanel
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Horace, Boy de Chanel
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Since then, the brand has increased its physical presence with the opening of a pop-up store. The latest in question on rue de Turenne will close its doors on 1 March, so there’s still enough time for you men to go check it out!

Horace, Boy de Chanel
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Horace, Boy de Chanel
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The development of cosmetics for men

While more established brands seem to concentrate more on research and development in terms of strategy and innovation particularly aimed at women, there is a surprising segment that appears to be shaking up the sector: make-up for men or Gender-Neutral Make-Up.

Chanel has recently launched “Boy de Chanel”, a first – small – make-up line designed for men. Launched globally in January 2019, the range made its debut in September 2018 in Korea, a country where – according to several studies – men are said to be the biggest cosmetics consumers in the world.

Horace, Boy de Chanel
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Horace, Boy de Chanel
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