The accepted definition of masculinity is constantly evolving.
Not so long ago, brands would focus on bringing out the “manliness” in grooming products, It was unconventional for men to be keen on their external appearance. But these barriers concerning grooming and skincare have since been brought down by mainstream society. Skincare is no longer reliant on gender norms and conformity around normalized definitions of masculinity and toxic masculinity. Men have been wearing makeup since the days of Pharaoh. We appreciate King Tut for setting beauty standards for both men and women. Jumping into a tub of warm milk may not be ideal (or cheap) in this day and age, but it is believed ancient Egyptians indulged in milk baths that exfoliated and rejuvenated their skin. As simple as these techniques and products were, from natural oils to clays and salts from the Dead Sea, these men were quite the beauty enthusiasts.
With the development in technology,
men have embraced treatments such as
hair transplants to treat premature balding
and hydrafacials to maintain their skin.
No man enjoys having their masculinity undermined or belittled, so heterosexual men who embrace being well-groomed are often misinterpreted. It is a joy that skincare among men is no longer just what’s in vogue, but is a lifestyle for many-both young and old. Men are intentionally looking for ways to take care of their skin not just as a means to follow what’s the trend, but because they truly care about their appearance.
With celebrities such as Pharrell Williams, who is the textbook example of what aging backward looks like is at the forefront of skincare for men, everyone wants to jump on the bandwagon. He recently launched his skincare line, Humanrace, an ode to his love for the process which he describes as “a small three-minute gesture of self-compassion.” With a more informed and self-aware demographic, manufacturers have been forced to seek ways to deliver solutions for men’s skincare demands. The days of multiple-use products laced with generic “masculine” scents are long gone.
3-in-1 shampoos, conditioners, and body washes are no longer enough to satisfy the metrosexual man. This liberation has come at the right time when self-care is being emphasized and embraced among men. Brands are already looking to tap into this young market with products keen on meeting these needs, from skincare to makeup designed solely for men. In 2013, Tom Ford launched a skincare and makeup line that included concealers, foundation, lip balm, and mud masks made especially for men. If his good looks- and youthful skin, don’t convince men to embrace skincare, then I don’t know what will!
As with anything that comes and goes, traditionally gendered products will gradually become irrelevant. More informed consumers are now embracing genderless products. Societal ideas on masculinity and the outdated perspective on what is “manly” are slowly losing relevance as the demographic becomes more informed and diverse. As skincare for men continues to be acceptable, there has never been a better time for men to be proud of their skin.
