The Dutch family owned firm Keune Haircosmetics, has released a new range of products specifically targeting men called the Care Line Man. The seven item line consisting of three shampoos, three hair styling aids and an item called Fortify Lotion, was launched in September to around 25,000 salons.

Chief Operating Officer of Keune North America, Nancy Coss cites the size of the growing male grooming industry and men’s willingness to buy products themselves as the deciding factors to enter the market.

In addition to Care Line Man, Keune has also introduced a six-shade color line for men, called Color Man. The ammonia-free cream-gels are designed to help thicken hair and process in five minutes.