Boldly reframing the traditional approach to male hair loss, American men’s grooming and wellness start-up Hims offers hair-loss products aimed at millennials.
Founded by entrepreneur Andrew Dudum, the range presents a complete hair kit of effective ingredients. Finasteride pills treat male-pattern baldness at the crown and in the middle of the scalp, while a DHT-blocking shampoo reduces the hormone that causes hair loss, and minoxidil drops claim to aid new growth.
Engaging with The Male Groom Boom in the US, the packaging boasts millennial pink tones and a minimal, contemporary feel compared to the medicinal, aggressively masculine styles typically adopted by the male grooming sector. The beauty industry is evolving and embracing new notions of masculinity by rejecting these traditional aesthetics – see Instagangs: Femboys. A similar trend is also occurring in the fashion industry – see Fashioning a New Masculinity and Soft Vs. Hard Masculinity.
While hair loss is a common problem for older men, Dudum’s recognition of hair loss as a burgeoning concern among millennials is plugging a lucrative gap in the market – which is worth $4bn in the US alone (Ibis World, 2016). In an interview with online fashion and beauty news source Glossy, Dudum said: “We were all suffering in silence, because none of us had the courage to recognise that we were in it together and could help each other.”
For more on masculinity and male grooming, see The Barbershop Boom.