As the skincare industry continues to grow, one group remains largely overlooked: men. The gap in male skincare use is a significant issue, with men falling behind due to limited education, societal stigma, and a lack of targeted skincare products.
Fortunately, the tide is gradually shifting. More men are becoming interested in skincare, and the market is finally offering them more and better options. Shaving products, once the market leaders, are now being overshadowed by specialized essentials such as moisturizers, cleansers, and sunscreens.
Why Do Men Avoid Skincare?
Typically, many men avoid using skincare products due to societal pressure. They fear being judged by their peers or perceived as less masculine. This pressure can hinder men’s ability to prioritize self-care and recognize it as an essential component of their overall health and well-being.
Additionally, skincare can be overwhelming, especially for men who are not accustomed to using skincare products on a daily basis. They may feel unsure about where to begin or which products to choose, making it feel daunting to start a routine. Decision fatigue is real, and when faced with dozens of skin treatments, many men may opt to do nothing rather than risk choosing the “wrong” product. Unlike women, men have not traditionally been marketed to in the beauty industry, resulting in limited knowledge about suitable products. This lack of information can deter men from investing time and money in a skincare routine, as they may be unsure about product selection and use.
Finally, men are often expected to prioritize work and other responsibilities over self-care, making it seem like a luxury they can’t afford. Developing a skincare routine can feel like an expensive and time-consuming indulgence.
Making Skincare More Approachable
What’s being done to break the stigma around men’s skincare? To encourage more men to adopt a skincare routine, major brands and retailers are promoting it as a practical health habit rather than a luxury or “feminine” activity. This includes breaking down societal stigmas, simplifying the process, and emphasizing the benefits.
Reframing the Narrative: Adjustments in language are making an important difference in how men view skincare. Shifts from terms like “skincare” or “beauty” to more neutral terms like “maintenance” help to position skincare as a daily grooming habit, akin to brushing teeth or going to the gym.
Focus on Health and Prevention: Skincare is being marketed to men as an investment in their overall health. The skin is the body’s largest organ, and, as such, it requires protection against skin cancer and environmental damage.
Simplifying the Routine: Men’s skincare emphasizes a simple routine with just the essentials: cleanser, moisturizer, and SPF. In addition, life hacks like habit stacking make it easier to integrate new habits into an already existing routine. For example, keeping face wash in the shower or moisturizer next to the toothbrush can make these new habits easier to adopt.
Debunking Common Myths: Many men avoid skincare products due to misinformation. For instance, while men’s skin is roughly 20% thicker than women’s, it is still susceptible to UV damage and premature aging. Fortunately, social media platforms like TikTok and Instagram have made skincare education more accessible, allowing men to research ingredients and routines privately and confidently.
Focus on Benefits: Everyone wants results, and keeping the benefits of a good skincare routine at the forefront is an important strategy. From acne to ingrown hairs, men’s skincare brands succeed by highlighting product performance and problem-solving.
Tips for Starting a Simple Routine
A basic skincare routine for men focuses on 3 to 4 key steps: cleanse, moisturize, protect, and exfoliate. For most, keeping it simple works well and takes less than five minutes.
Cleanse (Twice Daily): Wash your face every morning and evening with a dedicated facial cleanser instead of bar soap, which can be too harsh and drying. This helps remove sweat, oil, and grime that accumulate throughout the day and night.
Moisturize (Twice Daily): Apply moisturizer right after washing while your skin is still damp to lock in hydration. This helps keep the skin soft and supports its natural barrier against pollutants.
Protect (Every Morning): Apply a broad-spectrum SPF 30 sunscreen each morning, even on cloudy days. This is the most important step to prevent premature aging and skin cancer. Note: Look for a moisturizer with SPF to get the benefits of two products in one.
Exfoliate (2 to 3 Times Weekly): Use an exfoliant a few times a week, ideally at night after cleansing, to remove dead skin cells and prevent ingrown hairs. Chemical exfoliants (with AHAs or BHAs) are often recommended over physical scrubs since they are less abrasive.
Final Thoughts
Men’s skincare is seeing a huge (and much-needed) boost in popularity. Research shows a significant increase in men’s skincare use, with a jump of over 20% compared to five years ago. As self-care becomes more common, traditional masculine stereotypes are slowly disappearing. Notably, Generation Z appears to be leading this trend, as younger generations increasingly treat skincare as a key part of their daily health routine.