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Project Enters the Men’s Grooming Space at Upcoming Shows

A man only looks as good as he feels.

In its continued commitment to showcase brands and consumer trends relevant to retailers, Project is expanding its product offerings to include men’s grooming and wellness brands, starting with the New York show at Javits Center, Jan. 19-21.

Sitting within the elevated brand area, The Tents, the new grooming and wellness section will be curated by Garrett Munce, the grooming editor for Esquire and Men’s Health. The assortment will include emerging and established brands “pushing frontiers within their industry,” Project says, and offer products like skincare solutions, hair products and wellness supplements.

“Whatever you think men’s grooming is, expect to be surprised,” Munce said. “Men are more interested in grooming and wellness than ever before and companies both new and established are rising to meet their needs.”

The wellness industry, which stands at $4.2 trillion, according to the Global Wellness Institute, is beckoning apparel retailers. While the women’s beauty counter has experienced a major upgrade at retailers flagship stores in recent years, progressive stores and brands are turning their attention to the men’s side of the industry.

When Nordstrom open its first men’s store in New York City in 2018, it did so with a grooming department that offered personalized fragrances by Le Labo and barbers from Murdock London. Premium skin care brand Murad recently featured a man in its marketing campaign for the first time. Meanwhile, millennial-centric startups like Hims and Asystem are helping to make supplements and grooming products more accessible online.

Project introduces men's grooming products as the wellness trend continues.
Grooming section at the Nordstrom Men’s store in NYC. George Chinsee/Shutterstock

“Wellness and grooming have become an important part of a man’s daily routine,” Lizette Chin, president of men’s wear at Informa Markets, said. “We are thrilled to partner with Garrett Munce, an expert in this space, and present to our attendees a handpicked selection of innovative brands.”

Confirmed brands for the New York edition of Project include: Anchors Aweigh Hair, Asystem, Caswell-Massey, Educated Beards, Fellow Barber, Gillette Labs, The Art of Shaving, and Verso Skincare. The section will also be at Project Las Vegas Feb. 5-7 at Mandalay Bay Convention Center.