Mantl, the skincare line for bald men that Queer Eye’s Karamo Brown co-founded last year, is coming to the UK.

The brand, which offers products including a cleanser, moisturiser and “no-shine sheets” to keep skin looking fresh, is among a group of companies seeking to tap into emerging demand as interest in men’s beauty products grows.

The market is evolving rapidly, fuelled by social media, which has both increased pressure on men to look good and opened up opportunities to learn about skincare. Sales of men’s facial skincare products in the UK are expected to reach £79 million ($109 million) this year, according to market research firm Mintel. The pandemic boosted the sector, as practices like mask wearing created new skin concerns, Mintel said. The firm expects sales to decline from current levels over the coming years.

Mantl, which Brown launched with two Honest Company alumni in the US last year, is aiming to carve out a niche with inclusive marketing aimed at changing the narrative around baldness. The brand expects to more than triple sales this year, with growth boosted by its UK expansion.

The UK market is “one of the biggest and fastest-growing skin care markets — especially for men — in the world’' said Mantl chief executive Peter Ricci.

Lolita Maesela is a fellow at The Business of Fashion.

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