Within global cosmetics, why are sales of men’s skincare products exploding in popularity?
Perhaps it’s simply a generational evolution, but men’s use of cosmetics has accelerated over the past few years and shows no signs of slowing. This article explores how typically younger men reconcile the use of cosmetics within their own sense of masculinity.
This articles’ clinical expert Maria Estasy and I previously worked together at Westmead Hospital early in our careers, and so it is a great privilege to read her professional insights here as we apply ourselves into the world of men and skincare cosmetics.
Men & Skin Care
The men’s skincare market globally is reported at $166 billion. Women still remain the highest consumers of cosmetics worldwide, however changing views and attitudes from male consumers are challenging for market-share. The male skincare boom shows no sign of slowing with luxury designers such as Chanel investing more product lines specifically targeted at males.
Metrosexuals, Eshays and Goths
The metrosexual male epitomised by footballer David Beckham, provided many young men with licence to experiment in designer men’s style, which was seen as challenging traditional masculine norms according to research.
The male evolution into skincare, personal grooming and fashion has been observed across cultural divides- from cityside Goth’s to suburban Eshays.
The re-framing of cosmetic activities once reserved for women, for example ‘Brotox’ (not simply botox) injectables for men, and facial rejuvenation practices such as dermal fillers – has been observed by some as a step towards more gender-neutral expressions of personal care.
Male consumption of skin care items are trending up, however men don’t seem to want to talk about it according to a study by UK researchers.
Invisible Consumption of Men’s Cosmetics
UK researchers spoke with a number of men on their use of cosmetic products and two interesting themes emerged.
The first theme was termed ‘invisible consumption’, a practice where men who purchased skincare products chose to remain discreet and quiet about this deliberately, and didn’t inform their mates or peers about their use of skin cosmetics.
It was observed that ‘men may see the need to use facial skincare to improve appearance, but they also understand the importance of retaining traditional notions of how men are expected to behave’.
The study suggests that although traditional forms of masculinity remain important to these men, they will however go outside of this construct and use products to improve appearance, but only if this practice remains unspoken and unacknowledged, and therefore not disrupt or challenge masculine norms.
Social Media and Skin Appearance
The second theme revolved around social media. Taking selfies or uploading stories to social media has activated the need for men to present well for the camera. Some young men in the UK study described how having ‘good skin’ was important for their appearance on their social media sites.
The need to conform to social media expectations or the development of a personal brand, justified the use of skin cosmetics for some men. Men inferred that ‘skin health’ or the reduction of dry skin was the justifiable pretext they used to purchase and apply skin cosmetics, rather than simply for social vanity reasons.
This approach appears to be a ‘protective’ measure young men use to preserve their own sense of masculine self.
Men Love Online Shopping
Online ordering of skincare products has removed a significant purchasing barrier for men. The Australian Retailers Association reports that men continue to spend more than women online, and that purchasing behaviours don’t follow gendered stereotypes.
As has been seen with the rise of online sales of erectile pharmaceutical products such as Viagra, men are able to make discreet purchases of cosmetic goods and therefore maintain the ‘invisible consumption’ of skincare products.
Expert Opinion: Maria Estasy, National Medical Affairs Clinician for Evolus Australia.
From my experience in the performance beauty industry, I’ve observed a significant shift in men embracing skincare products, mirroring the trends highlighted in the article.
Men are increasingly prioritising their skin health and appearance, driven by social media influences and the convenience of online shopping, though they often prefer to keep their grooming routines discreet to align with traditional masculine norms.
This evolving landscape suggests a growing acceptance and demand for male-targeted skincare solutions, reflecting broader changes in gender norms and personal care practices.
