Skin care for men has only recently become a focus of the beauty industry, but globally men are increasing their use of skin care products with the same goals women have traditionally had: clean, healthy, youthful looking skin.
The men’s skin care market is expected to grow from ~$12.3 billion in 2020 to almost $19 billion in 2027 [source], making now the perfect time to enter or expand your presence in this market. No more borrowing of the girlfriend’s skin products—men are being catered to directly.
Given that so much of the beauty industry has focused on women instead of men in the past, there is room for a little skin care education. We’ve compiled some of our favorite starting tips and routines for men and hope either you and/or your customers find this information useful. We also highlight some of our favorite unisex products to build your new line.
Identify Your Skin Type
We hear (and talk) a lot about skin type, and sometimes it’s hard figuring what type of skin you have. It’s also useful understanding the kind of questions you should ask to help your customers identify their skin type too.
- Dry Skin – can’t get enough cream? Flaky or rough skin? If you’re not sure, wash and dry your face and wait a few minutes. Does your skin feel tight? If so, you likely have dry skin.
- Oily Skin – if your skin is often greasy-feeling or extra shiny, you likely have oily skin.
- Combination Skin – a mix of areas that are dry and oily.
- “Normal” Skin – no notable problems, and not sensitive to common products.
- Sensitive Skin – likely reacts to common products, stinging or burning after use.
If you still aren’t sure or are worried you have the wrong products, check out this blog.
Refresher: What Goes Into Your Skin Care Routine
What’s a good skin care routine for men? It varies based on personal preferences, but here’s a summary of a standard routine with some products for each step. Keep in mind that at night you can, of course, skip the sunscreen!
Step 1: Cleanse. Choose a facial cleanser appropriate for your skin type. Also considering using a gentle chemical exfoliant which uses mild and safe acids to gently slough away dead skin. Use warm water, instead of hot, and then gently pat your face dry. Browse Cleansers.
Some favorite cleansers:
- Green Tea Facial Cleanser is great for dry and sensitive skin
- Jojoba Cream Facial Cleanser is great for ‘normal’ skin
- Simple Gel Facial Cleanser is perfect for normal-to-oily skin
Step 2: Tone. This is a less common step but many estheticians swear by it. Use a toner to help prepare your skin for the nutrients to follow, creating a mild base layer. Gently spray or splash a toner on your face using your hands, letting it air dry. Browse Toners.
Some favorite toners:
- AHA Facial Toner for normal or dry skin
- Basic Facial Astringent for oily or teenage skin
- Calming Facial Toner for sensitive skin
Step 3: Serum. This is the nutrient-packed antioxidant powerhouse of the routine, typically doing the most to minimize the signs of aging and keep skin looking bright and fresh. Browse Serums.
Some favorite serums:
- Supreme Facial Serum for most skin types, rich in nutrients and antioxidants and a best selling favorite. Mildly scented so we recommend ordering a sample.
- Clarifying Facial Serum is designed to bring balance to combination or oily skin.
Step 4: Moisturize. Here you’re setting up your skin for the rest of the day with moisture that helps skin look young and feel soft. We recommend adding a sunscreen, but since we aren’t certified to create SPF products, we recommend starting with a cream or lotion and adding in a sunscreen for days outside. Browse Creams.
Some favorite creams:
- AHA Cream for all types of skin. May be too potent for only the most sensitive skin types.
- Antioxidant Cream for normal, dry, and combination skin. Rich in vitamins that reduce the appearance of fine lines and wrinkles.
- Clarifying Facial Moisturizer is great for oily skin.
Skin Care Tips for Men
1. Watch Out for Ingredients
Now that you understand skin types and a standard routine, you’ll have a better idea of what types of products and ingredients will make sense for your skin. Here are some rough guidelines:
Dry skin can handle heavier creams, and you may want to consider balms for added moisturization. Here are some of our favorites, either unscented or ‘unisex’ scents:
Oily skin will prefer lighter creams, perhaps sticking with lotions on the face or using gels as a moisturizer. Here are some great options:
Normal skin should be able to handle most options, and it will come down to your preference. Here are some moisturizers suitable for the middle ground:
Sensitive skin should avoid many ‘active’ ingredients and strong fragrances. Products with chemical exfoliants (think alpha hydroxy acids) should be avoided or used in small or diluted quantities. Here are some products for sensitive skin that our customers love:
2. Wash Your Face
We recommend washing your face daily with a gentle facial cleanser. Bar soap is often stronger and strips away the healthy oils, leading even oily skin feeling tight and thus under-moisturized.
Wet your face with warm water and put a small amount of cleanser in your hands. Gently rub the cleanser over your face, watching out for sensitive eye areas. Rinse off with warm water.
3. Moisturize Regularly
It’s easy to forget to moisturize, but various creams, lotions, and even balms help lock in moisture and make skin look younger and softer. Use after a shower or cleansing (if you aren’t using a toner or serum first).
4. Wear Sunscreen
Sunscreen is one of the easiest ways you can look after your skin and preserve your natural youthful glow. Even on cloudy days UV rays penetrate the cloud layer, so choose an SPF and don’t forget to apply to every area that the sun may hit—scalp, eyelids, ears, face, neck, etc.
5. Be Careful Shaving
If your skin is often unhappy or bumpy after shaving, you may be getting too close of a shave. Try using a razor with fewer blades and avoid stretching skin while shaving. As always, it’s best to soften hair with warm water and a good shaving gel or cream and change blades regularly.
We have some wonderful shaving products:
We hope this article has helped you either figure out your own new skin care routine or start to create a line geared towards male clients. There are many options to choose some, and it comes down to preference. As the market for men’s skin care grows we’d love to see what products you choose to add to your line, and how you decide to customize them!