Business Marketing


  • Written by Carla Horvath

A few years ago, if you asked a guy what he was looking for from their skincare routine, you can imagine most responses were “I’m not.” Fast forward to today and the male grooming market is grown rapidly.

Last year, men embraced beauty products and new eco-friendly trends with the support of celebrities like Harry Styles and Pharrell championing men's skincare. Today, men's beauty products like Purely Minerals Australian Natural Skincare are made by and for guys, with non-toxic formulas, and small-batch products are making their way into the mainstream. This is good news for the industry, as sustainability is becoming a priority.

Though skin confidence is an issue for all genders, male skin tends to have a rougher texture than female, and in addition to universal concerns like ageing, acne and blemishes, skin issues such as skin tags, poor texture, spots and beard health are specific to men.

Here are a few trends for men looking to create healthy skincare habits.

Eco-friendly and sustainable beauty brands are now the norm

While a significant number of men incorporate a skincare routine, not all of them are aware of the environmental impact of their products. In fact, some of them may not even be aware that the products they are using aren't safe for the environment. Fortunately, a growing number of brands are bringing new formulas and incorporating eco-friendly technology into their product lines.

As the trend continues to take off, more men are looking for environmentally friendly products. One trend worth considering for men's skincare is the move away from plastic. Many companies already have sustainable products, but more brands will likely follow suit in the next few years. Regardless of your skin type, there are many effective ways to make your skincare regimen eco-friendly.

According to Cosmetics Business, male-marketed beauty and grooming is on the rise and is a sector expected to generate global sales of $81 billion by 2024. Clean, green, natural, and organic skincare products are taking up a significant amount of the market share with sales increasing year on year.

It’s generally accepted in the beauty industry that 'natural' means an ingredient that is taken from a natural source and is unaltered. If you alter the ingredient, it then becomes 'naturally derived' as opposed to just 'natural'.

'Organic' on the other hand is a regulated term and products can be certified organic. But it can get very murky when you're describing a product that includes a variety of ingredients in the formula.

‘Clean beauty’ means a clean conscience, using only the purest botanicals and skin-safe ingredients that have been ethically and sustainably sourced.

Ethical and sustainable brands aim to implement recycled packaging and replace certain ingredients with more eco-friendly alternatives. Biodegradable and sustainable claims in skincare products are now the norm as consumers become savvier and what to know what’s in their products.

Fuss-free skincare tools

There are gadgets and tools designed for just about every skin concern and we are spoilt for choice. By selecting a tool that can be used across multiple areas of the body you can achieve a healthy complexion without spending a fortune.

Exfoliating is an easy step to add to any routine and isn't just for women or the face, it can be done by anyone and anywhere on the body. By gently removing the top layer of dead skin, men can improve their complexion, reduce the signs of aging, and create a healthy environment for facial hair to grow.

The consequences of not regularly exfoliating that cell build-up away can cause dullness, clogged pores, dry flaky patches, or ingrown hairs.

An exfoliating back scrubber is just what it sounds like—a textured fabric that can be used to exfoliate your back but this men’s skincare essential is to target large areas such as your arms, legs and stomach while helping you exfoliate hard to reach spots.

The tool provides a form of mechanical exfoliation, allowing you to physically remove dead skin cells from your body to leave you with soft, radiant-looking skin with the bonus of being completely chemical-free and some results can be seen instantly.

Not only can this tool improve the overall look and feel of your skin, but it can also help you get a close shave. According to the Cleveland Clinic, exfoliating before shaving can keep your razor from getting overloaded with dead skin cells, which can reduce its efficacy. It can also help reduce the chance of ingrown hairs emerging.

A plant-based exfoliating scrubber or mitt like CheekyGlo’s Exfoliating Back Scrubber is made with 100% biodegradable viscose. Look for one that features two sturdy handles to allow you to target those hard-to-reach areas. Since a mitt can provide deeper exfoliation, it should only be used sparingly, for example, once every two weeks to prevent irritation.

While these tools are known to be used strictly from the neck down, there are exfoliating face mitts you can try as well. Typically, it’s dual-sided, with one side that gently exfoliates your skin with tiny bristles and another that helps to cleanse your skin of impurities when paired with a cleanser.

Anyone can use an exfoliating glove, regardless of skin type. However, different skin types may handle it differently. Some people can only exfoliate once a week while others can exfoliate almost every day. So, it’s important to pay attention to how your skin responds to see what works best for you.

Skincare minimalism

We all want to feel confident in our skin and know how important it is to look after it, but for people who weren’t taught good skincare habits at a young age or have had help with establishing a routine, it can be an intimidating process.

Getting rid of all but the essentials and any expired products at the back of your cupboard is a great way to increase your skin's vitality. While reducing your skincare regimen can be challenging, there are benefits to be gained from minimising your products.

Your skincare routine doesn’t need to include expensive exfoliators, masks, and serums. By nailing the basics like washing your face twice a day and using a moisturiser with an SPF you are investing in your future skin health. Personalised skincare products are being used by minimalists that want the biggest bang for their buck and time.

Once a daily routine is established, add an eye cream or a retinol night cream a few times a week to reduce fine lines. Retinol, a Vitamin A-derived product, is available in prescription-grade doses or in smaller quantities over the counter.

The goal is to create a skincare routine that is simple and effective to develop a healthy complexion long-term.


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