Call it the grooming boom.In 2023, grooming and shaving product purchases made via Afterpay soared 122 percent, trailing only behind foot care and facial pore strips in terms of growth.“Grooming products outpacing traditional beauty products suggests people are taking a more preventative route when it comes to their routines,” said consumer insights psychologist and Afterpay ambassador Shakaila Forbes-Bell, noting the growth is driven largely by Gen Z.Although makeup products in the blush, bronzer and lip segments still saw strong sales, it was in fact eye makeup that saw the most growth in 2023 within color cosmetics, a…