CHARLESTON, S.C. - Aug. 5, 2019 - Do looks start with locks? Entrepreneur Toni Vanschoyck says they often can, especially for men. Since the early aughts, metrosexual males, aesthetically attuned bros, have drawn their own pop culture spotlight. And Vanschoyck's line of Monat hair care products stand ready to serve them.

The Wall Street Journal reported in 2016 that men's shampoos and conditioners, styling gels, creams, and waxes, were driving growth of men's personal-care products. A January 2016 survey of 963 adult men by Mintel, a market-research company, showed more than half of men purchased a hair-styling product during the previous 12 months. Three-quarters of the 18-to-34-aged men surveyed bought such products, the Journal reported.

Furthermore, https://www.researchandmarkets.com/ forecasts men's hair care product sales to grow at a 3.2 percent compound annual rate through 2024.

"The number one thing when a man looks in the mirror, is his hair," Vanschoyck said, adding that market share for her products, which mainly target men ages 28 to 45, has grown 22 percent in the past six months.

Monat's hair care sales strategy is bolstered by the men on its team, Vanschoyck said. Some of the men are single; others are married. All want to help men look and feel their best.

"They are an integral part of our success," she said. "In the beginning, it was just my husband. We started concentrating on the message three years ago … now we have quite a few power couples that are working this together."

Vanschoyck is available to discuss men's hair care trends and products.

For more information on Vanschoyck, visit https://www.tonivans.com/. Find her on Instagram and Twitter @thetonivans and on Facebook under Toni Vanschoyck.

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Ruth Furman