THE RAPID RISE OF GROOMING BRAND THE DAILY
AUSSIE ‘CULT LIKE’ MEN’S SKINCARE BRAND EXPANDS INTO 5 COUNTRIES
The Daily is a no-fuss skincare startup that makes simple, organic and affordable grooming products for the modern man. Their skincare products range from cleansers and eye creams to masks and moisturisers, leaving every man feeling confident and clean. The Daily’s mission is to start a conversation about men’s skincare and make it mainstream. Founded in Australia, The Daily ships products worldwide from Sydney to Singapore to San Francisco.
Have you met Henry?
Let’s face it. The bar is pretty low for men’s skincare. The disruption that was happening in women’s skincare and beauty hadn’t made its way to the other side of the aisle. London’s very own Henry Weaver decided to change that and started The Daily in 2019. His goal was to spark a conversation about the importance of men’s skincare and make it mainstream. The added bonus? All products would be organic and affordable - no ifs, ands or buts. In a short time, The Daily has launched 5 products and delighted customers across Milan, Chicago, New York, Boston, London, Kuala Lumpur and Melbourne to name a few. And, they are just getting started. After launching their now sold out: Men’s Mud Brown Clay Mask (fondly known as Mud) and their zit/pimple blaster (known as Spot), the company are now expanding into SPF Moisturisers with light tints to cover any problematic areas as well as defend from the summer sun. With their products in this line being called 'Defend' and 'Cover', there is no wonder there is a serious waitlist for guys to get their hands on this product.
The new skincare and beauty spenders? Men.
Male grooming is now a multi-billion dollar industry. That’s right. Look in every man’s bathroom cabinet, and you’ll find facial cleaners, moisturisers, eye creams and more. A few years ago, that was not the case. You’d likely find cologne and a bar of soap. Maybe an aftershave, too. Once considered underdogs of the grooming industry, men are now power users. They are more aware of their body image and hygiene. In fact, the global male grooming industry is projected to be worth AUD$ 42.29 billion by 2024 (Statista). What’s driving this? Let’s look deeper at motivations:
Social media influence. So, swipe right.
In the age of social media and with the growth of selfie culture, it’s important to look good at all times. With less men being in relationships and dating apps on the rise, men are becoming more aware of self-grooming and personal appearance. In fact, research shows that men are dissatisfied with their personal appearance just like many women. The Daily believe a well-groomed man is likely to feel more confident.
Today’s consumer is armed with access to more information than before. On top of this, the organic and vegan skincare movement has driven conversations around environment-friendly, ethically-produced and cruelty-free skincare products. This resonates with young men and working professionals, who tend to prefer buying products with purpose. Products from brands like The Daily, promote cleaner, safer and natural products that men can enjoy through a simple, straightforward routine.
Ease of e-commerce
Goodbye frequent trips to the store! E-commerce and subscription services make it easy to always have the grooming products that you love all day, every day. Now, it’s easy to learn about and buy products on and off the shelf. The Daily offers a range of products online that ship straight to your door. This makes grooming less of an errand and more of an enjoyable ritual.