Britain's men have splashed out almost £5 million on beard care products over the past year alone, as facial hair has made a major comeback, according to a new report yesterday.
Sales of beard care products, such as beard oils, have rocketed by 226 per cent since 2015, a report by consumer data firm IRI shows.
Experts said Prince Harry's decision to marry while sporting a beard would further propel the trend. However the rising demand for beard grooming is bucking the trend in male grooming.
While beard care is up both in value and volume, sales of disposable razors are down. Although 50 per cent of sales in the category are from disposable razors, men's grooming overall is in decline, down 9 per cent in value sales, losing over £5 million in recent years.
Some of the decline is down to men favouring combination packs and 'system' razors, which major manufacturers like Gillette have been innovating with in recent years.
This type of pack, which includes a numbers of blades, e.g. one razor + 10 blades, reduces the number of purchases required.
More expensive than disposables, combination and system packs together were worth £177 million in value sales in the past year, but were still down 7per cent over the period.
"Beards are growing, literally," said Chloe Humphrey-Page, Head of Health & Beauty Retail Insight Solutions at IRI.
"If you thought the beardy trend was going away, then think again. It's never been more popular and the Royal Wedding will only add to this popularity.
"Prince Harry's decision to marry in uniform with a beard was widely reported on and shows even the Royals are embracing the beard in all its glory.
"Notably, beards are much neater, well kept and are worn with pride - and this explains the increase in sales for products like beard oils and beard care in general.
"Manufacturers and retailers are embracing this opportunity, innovating with natural ingredients, like jojoba and coconut oil, and focusing on the benefits around improving texture, appearance and moisture.
"Where men are buying shaving products, they are choosing combination or system packs, suggesting better value for money and fewer shopping trips."
