Metrosexual, you’ve come a long way baby. Gone are the days that you catch your boyfriend “borrowing” some of your eye cream. Now men can dip a finger into their own designated eye cream, moisturizer, mask or scrub. According to Future Market Insights, the men’s skincare products market is estimated at roughly US $14 million in 2022 and projected to more than double that by 2029.
Skincare for Men: Why the Sudden Interest?
The reasons for this exponential growth are nuanced. The self-consciousness of social media, TikTok in particular, plays a huge role. The rise in selfcare, changing gender roles, and the increase in gender inclusivity are all important factors as well. Here are five of the factors driving men’s skincare.
The rise of selfies, zoom calls and other image-focused social media content has made men, particularly younger generations, become more self-conscious. There is much more openness to males of all ages using cosmetic products—and much less cultural overlay of the “feminized” man.
Tiktok made me buy it
For younger consumers, TikTok plays a pivotal role in which beauty products and brands become popular. For instance, the “#mensskincare” hashtag currently draws up approximately 350,000 results on Instagram; on TikTok, the same hashtag has over 295 million views.
TikTok seems to hold increasing influence over male shoppers, who perhaps also appreciate the anonymity of the online retail environment. TikTok, for the first time, makes a wealth of beauty content, including tips and tutorials on skin care, hair care and grooming available to men. Traditionally, this content would need to be sought out, but Tiktok’s algorithms encourage individuals to discover new interests, interests they might not even known that they had.
Skin care as self-care
These days, in our post-pandemic world, the role of beauty has evolved to include a sense of investment in one’s wellness. It’s the ethos of skincare as self-care. As such, more men are embracing skin care because of their increased awareness of the link between skin care and self-grooming with health.
Changing gender roles
Instead of clinging to tropes of extreme masculinity, men are more open to using products that were only used by women in the past, without feeling that they are risking their manliness. The traditional values of modern masculinity are changing fast. Views on gender roles are becoming more expansive and the importance of self-care is part of everyday consciousness.
Alongside skincare products targeted to men, recent years have also seen a rise in genderless cosmetics that are all inclusive. As men’s products continue to rise in popularity, so do gender-neutral cosmetics.
Skincare for Men: Brands to Try
In 2021, Jasön launched a new men’s line containing three collections: Hydrating (for dry skin and hair), Calming (for sensitive skin and dandruff relief), and Refreshing (for all skin and hair types). Each collection offers a combination of body wash, 2-in-1 shampoo and conditioner, deodorant and facial moisturizer + after-shave balm,
In 2018, Andalou Naturals, launched CannaCell®, the first hemp-based beauty collection to receive Non-GMO Project Verified status. The line features skin, body and hair care products which combine the nourishing effects of hemp with pure plant essential oils. The grooming line for men includes Exfoliating Face Scrub, Cooling Post Shave, Comforting Face Lotion and Grooming Style Balm, as well as a MEN Get Going Kit including trial-sized Refreshing Face Wash, Smooth Glide Shave Cream, Energizing 3-IN-1 Body Lotion and Invigorating 3-IN-1 Body Wash.
Everyman Jack, founded in 2007, is one of the original men’s care clean brands focused on using naturally-derived ingredients and making sustainably minded choices. Every Man Jack began with just 12 products primarily in shave and body care but has since expanded to over 80 products across a broad range of men’s grooming categories, including body, hair, deodorant, beard, shave and skin care.
Bulldog Skincare For Men, the U.K. born brand that pushes boundaries to help men look and feel their best, began in 2006. In 2010, Bulldog launched a fair-trade line, claiming it was the first male grooming brand to do so. Bulldog continues to challenge the male grooming category by taking the brand’s mission a step further with a new approach to sustainability. Bulldog is now revolutionizing the way it packages its products with new tubes derived from Brazilian sugarcane, a renewable resource with minimum impact on food suppliers or biodiversity. This innovative concept makes Bulldog the first men’s skincare brand in the world to use sugarcane as a raw material in packaging.