Breaking the Bathroom Mirror

How the Beauty Industry Can Redefine Skincare for Men

For decades, the beauty industry has danced around a paradox: although men’s skincare and grooming products are on the rise, beauty remains a world built for and by women.

Women account for the bulk of beauty products sold, and when brands market to men, their campaigns often fall back on the well-worn aesthetics of rugged masculinity or effortless utility.

The problem isn’t just one of gendered marketing, though—it’s about reshaping the values and narratives that make self-care accessible to men. Could the beauty industry shift beyond surface-level identity markers to deeper values that resonate with men and help break down societal expectations around beauty?

For many men, skincare and grooming choices hinge on something straightforward: functionality. This is perhaps best illustrated by the widely accepted notion that men find a product that works and stick to it.

Often, the “grooming aisle” in men’s minds (and marketing) leans toward practical solutions—beard balms, face wash, maybe a moisturizer—but rarely towards indulgent routines, complex ingredients, or the endless choices available to women. Men want products that work without excess, yet brands that only address function fail to engage men in any emotionally resonant way.

To truly tap into the male demographic, brands could draw on themes beyond "masculinity" or "femininity." Increasingly, men are expressing a desire for values-driven products—those that support mental well-being, encourage personal growth, or highlight the idea of self-respect and self-care as universal needs rather than feminine ones.

There’s an argument to be made that men are tired of “one-size-fits-all” identities, and they’re quietly seeking options that celebrate self-expression without crossing into “beauty” in a traditionally feminine sense. This means that brands willing to risk new values-focused narratives have a chance to capture an untapped market.

Consider Topicals successful launch, which is a range of unisex skincare products. They didn’t gender their offerings but instead emphasized inclusivity and realness, showing men and women with diverse skin types and tones using their products in equal measure. In doing so, they sent a powerful message: skincare is for everyone.

One fascinating insight into male beauty markets is how few men feel represented by stereotypical masculine advertising and imagery. For years, men’s products have been packaged in steel grays, deep blacks, or navy blues, splashed with words like “rugged,” “active,” or “extreme.”

But does this really resonate, or is it a marketing crutch? Recent studies suggest that men often feel confined by these portrayals and are growing weary of identity binaries that lock them into outdated ideas of masculinity.

Perhaps the beauty industry’s future lies in creating products that speak less to identity markers and more to values—like mindfulness, authenticity, and resilience.

In mainstream media, gendered portrayals often pressure men to lean into hyper-masculine or occasionally hyper-feminine stereotypes—think action heroes or high-fashion models.

But what’s often missing is the space for men to explore a middle ground, to understand beauty or skincare as an aspect of personal care and self-love rather than gendered performance. By focusing on values like health, emotional well-being, or even environmental impact, the beauty industry can open new dialogues around male self-care without reinforcing identity boxes.

Could a future skincare commercial feature a father and son in a simple, candid moment? Perhaps campaigns could emphasize relaxation, confidence, and empowerment rather than aesthetics alone.

These are experiences universal to both men and women, providing a broad palette for the beauty industry to reimagine itself as one that is inclusive, sensitive, and forward-thinking.

With the right messaging, beauty brands could inspire men to see skincare as more than just a product line—as a form of self-care, of individuality, and of an empowered identity beyond traditional limits.