Taming the Beast

By Rhiannon McGregor 28 : 03 : 2017 Beast : Beauty : Brick-and-mortar

London – Beast is a new retailer working to change the way men buy beauty.

The store features skincare, haircare, shaving products and fragrances
A wide range of premium brands from around the world will be stocked

Beast is a new retailer dedicated entirely to men’s grooming products, offering a selection of products across a physical and an online store. It brings together a variety of items in one space, catering for a range of skin types and tapping into consumers’ desire for convenience.

The bricks-and-mortar store mimics its online format, with products categorised into Body, Hair, Shave, Face and Fragrance. Rather than signalling the end of bricks-and-mortar shopping, the continued growth of e-commerce is encouraging brands and retailers to create cohesion between their omni-channel offerings.

‘Convenience runs through most aspects of Beast,’ says Steve Banks, the company’s co-founder. 'Our thought process was to keep the design simple and to merchandise all of the products in a similar way that you would navigate a website.’

The Big Picture

As explored in our Global Beauty Market report, men are increasingly interested in their appearance and are looking for grooming products that satisfy this new need. Retailers such as Beast realise that in catering for this male consumer they must tailor the shopping experience accordingly.