by Stephen Garner

Starting in January at its New York edition, menswear trade show Project will launch a new sub-section within The Tents focused on men’s grooming and wellness products.

The collection of brands, curated by the grooming editor at Esquire and Men’s Health Garrett Munce, will feature emerging and established labels in skincare solutions, wellness supplements, and everything in between. These brands include Anchors Aweigh Hair, Asystem, Caswell-Massey, Educated Beards, Fellow Barber, Gillette Labs, The Art of Shaving, and Verso Skincare.

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

During the show, Munce will also be giving away copies of his new book, Self-Care for Men, which serves as a guide on how to improve your physical and mental health and overall well-being while introducing you to anti-aging products and practices.

“I’m excited to bring ‘Wellness in The Tents’ to life because there are so many exciting and innovative things happening in the grooming and wellness industry right now,” added Munce. “Whatever you think men’s grooming is, expect to be surprised! Men are more interested in grooming and wellness than ever before and companies both new and established are rising to meet their needs.”

Project will also host a panel moderated by Munce on Monday, January 20th at the Project N:OW stage that will explore the biggest trends in men’s grooming and wellness, what consumers are asking for, and how brands and retailers can meet those needs.