Women predominantly engage in self-care and skin regimens throughout the mainstream culture, which is one of the reasons why the popularization of skincare for men seems unusual in the public eye. If women are able to consistently televise and showcase various products and supplements that make their skin better, why can’t men?
The stigma that surrounds skincare for men comes from the stereotype that displays men as more “manly” in comparison to others. Due to the commonality of this standard, anything that could make men be perceived as more “feminine,” like taking care of your skin, for example, is unfortunately avoided.
The skincare market is continuously diversifying to accommodate men by including more product labelling that specifically appeals to men. With the constant expansion of skincare directed toward men, a skincare routine like Patrick Bateman’s in American Psycho is becoming more normalized.
Skincare is genderless. Products that work for women are highly likely to work for men as well. Although it may seem like there are more skin products branded for women, brands are hoping to draw in men consumers using packaging and marketing that don’t conform to conventional gender norms.
Companies such as The Ordinary market themselves in a genderless way by using neutral colours to package their products. The Ordinary also uses its own staff, rather than models, in its advertising and on social media to display a wide array of diverse individuals.
Milk Makeup, MAC Cosmetics, Tom Ford, and Marc Jacobs, amongst other transitioning companies, are choosing to package and market gender-neutral products that concentrate on particular skin ailments rather than gendered marketing, which segments customers based on popular gender stereotypes.
The use of products such as collagen, sunscreen, vitamin C oils, and cleansers is becoming more normalized for Gen Z men. Retinol is one of the primary ingredients that is being formulated into various conditioning products for men. It has been improved to reduce wrinkles, lighten areas with hyperpigmentation, and smooth out the skin’s texture.
Social media is becoming an excellent medium for men to demonstrate their skin regimen. TikTok influencers, who have gathered a strong following, record their personalized routine and enjoy the overwhelming support of their viewers. Creators such as Noah Beck, Brandon Balfour, and James Welsh have helped to reduce stigma, transforming skincare from a stereotypical cultural tradition into an inclusive gender-neutral practice.
Simply put, skincare is just the use of gender-neutral products that help treat multiple skin concerns, including acne. So why shouldn’t men be able to openly take care of their skin, to keep it looking healthy, especially during the harsh summer months?