Global goals: Bulk Homme expands into Europe

17-Mar-2020 - Last updated on 17-Mar-2020 at 14:37 GMT

Bulk Homme will launch into the UK and France with six of its products, including The Face Wash (Image: Bulk Homme)

Japanese male skin care brand Bulk Homme will expand into Europe this month, launching into the UK and France – two key and growing men’s grooming markets, its CEO says.

From next week, Bulk Homme products will be available in the UK and France, through online platforms and select high-end retail stores, largely departments stores. The male skin care brand will launch six products – the face wash, toner, lotion, shampoo, treatment product and scalp serum – all of which contained seven natural ingredients.

Takuya Noguchi, CEO of Bulk Homme, said: “I’m convinced there is room for Bulk Homme to expand into Britain and France. Western Europe accounts for about 25% of the world’s men’s grooming market and is growing.”

The goal, Noguchi said, was to have products distributed in 100 shops by March 2021, primarily department stores and cosmetic retailers.

Bulk Homme’s wider global expansion

The move into Europe marked part of Bulk Homme’s wider global expansion plan, following its move to enlist French footballer Kylian Mbappé as its brand advocate in June, last year.

“Our European launch is the latest development into the global marketplace with Bulk Homme’s goal to have the largest share of the men’s skin care market in the world,” Noguchi said.

According to GlobalData, 81% of men globally and 78% in Europe were influenced by health and wellness when making personal care and grooming decisions.