Are men’s diabolical shower habits actually the work of some genius marketing (hear me out)?

There was a time when the phrase “3-in-1” sent a collective shudder down the spine of anyone with a functioning skincare routine.

Usually spotted in the wild clutched by a man who uses one bottle for shampoo, body wash, face cleanser, and emotional support, the all-in-one product was seen as the height of personal care apathy. And yet they all have perfect skin and hair. No 12-step K-beauty routine. No gua sha. Just one product. For everything. Including, possibly, cleaning the sink.

At first, we laughed. Then we judged. And now? We are realising things… like the fact that they were lowkey onto something.

Welcome to the Three-in-One Economy.

Now, multi-purpose products are no longer just for time-poor dudes with mysterious pores. There's actually a growing market demand across beauty, wellness, and lifestyle. What started as a meme has become a business model. Gen Z and Millennials are embracing the multi-hyphenate product lifestyle not because they’re lazy, but because they’re efficient, overcommitted, and a little bit obsessed with optimising everything.

The new wave of multi-use products isn’t about cutting corners. Instead, it's about maximising value. Think:

• Rhode’s Peptide Lip Treatment: that works as lip gloss, balm, and overnight mask.

• Ilia’s Super Serum Skin Tint: skincare, SPF, and makeup in one (and still clean girl coded).

• Function of Beauty’s Custom 3-in-1: hair, body, and skincare hybrids tailored to your needs.

• Glossier Balm Dotcom: lip salve, cuticle cream, highlighter, mood balm, and depending on who you ask, anti-anxiety medication.

Even beyond beauty, the trend is flourishing:

• The Always Pan by Our Place promises to replace 10 pieces of cookware with a single aesthetically pleasing item.

• Algae Body Oil by Osea’s Undaria is now marketed for both hair and body.

• And yes, Dr. Bronner’s Castile Soap is proudly advertised as an 18-in-1. Which feels excessive, but still iconic.

This is about more than just versatility and convenience. Consumers are tired of clutter, of choice fatigue, of buying three things when one could do the trick. Multipurpose = minimalism + value + a life hack. And who doesn’t want to feel like they’re outsmarting late capitalism with a single click?

Why it works: (psychologically and financially)

• Cognitive simplicity: In a sea of overchoice, the appeal of just one thing that does it all is strong.

• Economic pressure: Rising costs of living = products that promise more for less are winning baskets.

• Time poverty: People are busy, burnt out, and desperate for things that simplify daily rituals.

• Sustainability: One product = fewer packages, less waste, more eco points.

And of course, marketing loves a category-breaker. It’s easier to make noise when your product isn’t competing in just one space. A lip balm is a lip balm. A lip balm that doubles as sleep mask and comes in a limited-edition donut flavour? That’s a campaign, baby.

So, what can we all learn here?

1. Solve more than one problem at once. Design products and services that multitask. If you’re not naturally a 3-in-1, ask whether you can collaborate with someone who is.

2. Position for purpose, not laziness. The new 3-in-1 isn’t about “I don’t care.” It’s “I care so much, I optimised.” Language matters. Sell time saved, space cleared, and lives simplified.

3. Lean into lifestyle, not just function. These products aren’t just useful. They’re cool. Think branding, design, limited drops, or storytelling that taps into self-improvement, aesthetics, or humour.

4. Don’t be afraid to be funny. The meme of the men’s 12-in-1 shampoo still lives rent-free in our brains for a reason. If your product can play into (or parody) that narrative with wit, do it.

The three-in-one economy isn’t about being basic—it’s about being intentional. Hey, maybe those men with their 4-in-1 shampoo/car wash/lawn fertiliser bottles were visionaries after all.

-Sophie, Writer