Some men are even taking skin care to the point of treating skin problems before they begin. Wow, now that is an evolving market!

Skin care is the fastest growing sector in the male grooming world, with men spending more money on skin care than on shaving products beginning in 2013. The trend has been a real shift from men’s products focusing only on the two to three basic steps of cleansing and moisturizing to a real regimen of total skin care; they are seeking out proper products for their skin type and products designed to treat their specific skin conditions. Increasingly, men are becoming more open to professional skin care treatments such as facials and may even consider the use of topical products such as foundations, serums, lip treatments, and eye creams. 

In years past, the male population was not given much attention. Not only was this demographic ignored, it was expected that men did not want to bother with skin care or products for skin issues. The fact is that men’s skin care can no longer be ignored. Men want to feel attractive, youthful, successful, and confident. The successful male has been having manicures and pedicures for years, so it is no surprise that skin care has followed with as much success. Men (and not just the younger generation) are seeing that having great skin is a big part of looking handsome and are beginning to understand that they only have to spend a little and do a little too in order to achieve that. Recent research shows that this growing market has a deep need in the marketplace and opportunities are opening up for skin care companies to develop men’s lines with already established brands. Big brands are chomping at the bit to launch men’s lines, where a couple years ago, brands were proceeding with caution. The industry is realizing that men now have more disposable income and are more comfortable using and spending it on fashion and skin care.

Skin care professionals are also looking to cater to men as well so as to capitalize on opportunities to educate them on the best practices, techniques, and tools for their skin care needs. And while the men’s side of the skin care market continues to expand, some – not all – of the underlying concerns they have are going to be very similar to those of women when they seek out solutions.

On the other side, it is important for brands and professionals to remember that treating men requires treating the sometimes-special conditions and underlying causes of particular skin care issues men have. We all have the same skin on our bodies, but men and women have varying skin care issues and particular needs. Concerns range all the way from being the same as one another to being very different. When worrying about wrinkles, acne, dryness, redness, and puffiness around the eyes, it is all skin, but it is the type of skin that is, at base, different. In the end, everyone wants the same thing: To look their best with the right advice and best products possible.

Treating the Male Client
The saying that men have thick skin is no joke. It is true that men have thicker skin than women. While men may balk at the idea of shaving every day, hair follicles contribute to the thickening of their skin and can help reduce wrinkles (not to mention that shaving increases collagen turnover and elastin production, and is a fabulous exfoliation tool they have to use of as often as they like). To top it off, men have more natural collagen and elastin than women, attributing to their skin’s strength. They have more facial hair follicles than women, which allows for more natural oil production on their faces that hydrates and keeps skin looking youthful, while trapping moisture and balancing sebum. Even so, having the benefits of a thick skin does not exclude men from typical skin problems. There is not necessarily a set-in-stone type of male client. Skin care issues vary greatly, as with the challenges of an individual’s health. What is happening on the outside is often a general reflection of what is going on inside the body. Men seeking a skin care regimen, of course, vary from the high school student with hormonal acne, to the busy professional concerned about looking his best and feeling more confident, to the dad shuttling from work to school with kids looking for a simple regimen that helps him stay youthful.

When caring for men’s skin, skin care professionals should be aware that men want the same care regarding acne, blemishes, and reduction in wrinkles, but the use of products may differ. When getting an introduction to skin care, men often want to keep it simple. As they grow more comfortable with a basic regimen, skin care professionals can introduce a new product here and there depending on the client’s level of comfort with extra steps. Ensuring there are different products available for every skin type and issue is important so that all the potential needs and problems that arise can be treated. Remember, skin care needs differ based on age, skin type, and lifestyle factors and these things must be taken into consideration when treating male and female clients.

Top Concerns
Just as women cannot all be grouped into the same skin care category, men’s skin care needs can vary greatly as well. Many products are geared toward either men or women and while this marketing strategy is often effective, it does not mean that the product is effective. Just like treating specific health issues, individual concerns and solutions should be the focus when treating skin care conditions. If a person goes to their doctor with a stomachache, they should not end up with a cast on their foot. The same holds true for the skin. Finding the underlying root causes of conditions, rather than just treating symptoms topically, is imperative for success.

For example, acne at any age, whether in the wild, hormone-changing teenage years or during the middle-age years, has a root cause. Acne can come from diet, stress, hormones, or other environmental factors. Lifestyle changes should be recommended, along with a skin care regimen that will help build trust and credibility in any skin care professional. For instance, men can take steps for their overall health care by getting enough rest, staying hydrated, consuming enough electrolytes, taking a good probiotic, eating a healthy diet, and practicing good stress management, plus – the number one toxin eliminator – getting enough exercise.

Some things men in particular face when caring for their skin include issues due to shaving. Not only is there the issue of having to shave each day to keep skin as smooth as possible, there are often ingrown hairs or acne with which to contend. A good exfoliate helps greatly, not only after shaving but beforehand, to soften and loosen the follicles, and after to prevent ingrown hairs from forming. Keeping skin well-hydrated is also important in dealing with this issue. While the problem will always differ from person to person, some of the problems for men are the same. The early issues of this growing trend of men’s skin care include educating men and helping them understand skin care issues and how to treat and solve them. Offering this education will be very beneficial to skin care professionals selling services and products. 

Another specific male issue is that men actually do sweat more, which can lead to adult acne, but it is not due to cleanliness or health habits. It is an inherent part of their biological makeup. There are scientific structural differences between a man’s skin and a woman’s skin, beginning around puberty. When increased skin issues are added to the mix, as well as men’s thick skin, the problems can be more challenging to treat. Shaving every day without awareness of how to prevent ingrown hairs or the irritation and redness that can occur with some men post-shave increases the risk of bumps and infections. Male clients may not understand that pores, when exposed to the harshness of a razor (sometimes not a great, sharp razor, which is really important as well) and then to unavoidable airborne germs, puts their skin at risk. This is one important aspect of education. Aftershave was the old fashioned “cure,” but utilizing the correct basic products are key to success here. In my opinion, the regimen should not just be 100 percent pure, but also incorporate highly advanced scientific formulations that treat underlying causes of skin problems without causing volatile synthetic inflammatory reactions. These types of treatments not only cover day-to-day issues, but proactively prevent future skin issues as well. Preventative products include exfoliants and botanically-infused, advanced toners, which take the place of traditional aftershave.

Men, like women, also have concerns with their skin as they age. This is a concern now more than ever, with the advent of awareness about premature aging and wrinkle formation, but because it is not as common for men to show concern for these things, they may have an initially harder time asking a skin care professional or a store clerk to find the best product for them. One way professionals can approach these topics and determine what men are looking for and recommend products best-suited for their needs, is to first understand that men communicate differently than women. Secondly, men might be willing to use products that will help their skin concerns,
but they may be more prone to taking the one-size-fits-all approach. Certainly this is true when first introduced to skin care. In a way, men might hope for a simple one- or two-step solution because they are not accustomed to using many facial products at the same time. After introducing them to using skin care, the skin care professional can work up to the full-court press, but initially, the simpler the better!

Male Homecare
Skin care professionals can also give men tips to keep skin healthy with tools at home. For example, razors need to be kept clean. Clients should use ones with several blades to give a close shave, use new razors, use products like toner to kill bacteria and close pores and care for skin with ultraviolet protection (only from oxides) and ultraviolet protective clothing. For vibrant good health, male clients should get at least 10 minutes a day of screen-free sunshine, preferably early in the morning or late in the afternoon. This is the best kind of sunshine to get and clients need the sun for vitamin D production. No pill or supplement will do.

Advice to include when speaking about a skin care regimen for men is, first and foremost, the understanding that just a plain old bar of soap is not going to be the solution for great skin. As we have said, men are, in droves, beginning to realize this. Addressing cleansing, toning, healing, and moisturizing products designed for specific skin types and amplification are important for great skin. Also, because additional sweating during exercise is not only expected but healthy and beneficial to releasing toxins in the body, it is important to stress cleanliness after any physical exertion.

As with any newly implemented health care regimen, changes take time, but with commitment to health and routine, changes can be effective in a short amount of time. What works for one man with dry skin might not work in the same way for another man with dry skin. There is no one-size-fits-all solution when it comes to skin care. Knowledge of skin care products available to both men and women and knowing each product’s purpose can help professionals give male clients a thorough understanding of what regimens and treatments are right for them.

Because men’s skin care market is currently outpacing the growth of women’s products, it is a great time for not only companies providing these products and professionals selling services and educating their clients, but for men to get involved and let it be known what kind of skin care needs are important to them. After all, it is about them and input from men is not only helpful but necessary to develop products and services designed for their specific needs. Skin care professionals who take a few steps now toward better educating themselves on products and treatments available to men will be ahead of the men’s skin care boom beginning to appear in the marketplace. Learning how to best cater to men now will make for happier
male clients.

Suki Kramer is the founder, formulator, and president of suki® skincare, strong safe solutions for your skin problems and sensitivities™, and is a progressive, independent natural skin care pioneer committed to challenging beauty industry assumptions and advocating for women’s empowerment. Kramer uses writing as a platform for her advocacy, informing others about ingredients, label reading, and how to question authority. Her line offers 100 percent pure, toxin-free treatments utilizing patented TLC technology™, clinically proven to target underlying causes of problem skin without the caustic side effects of VSAs. Her brand’s core philosophy, know your beauty®, reflects this commitment to integrity, authenticity, and ethics.