Let’s Talk About Male Skincare

The ideas of hegemonic masculinity have been around for decades and largely influence the way that we view and understand gender today. There are varying beliefs whether advertising and the media appropriately and equally target males and females when selling or promoting skincare and beauty products. The skincare industry is vastly expanding and is increasingly targeting men as potential customers, and, as such, is being considered a less predominantly female field. On the other hand, many continue to hold more traditional views of masculinity that do not allow for scope into the equality of both genders when it comes to skincare.

Everyday we are all exposed to gender inequality, whether we are aware of it or not. This can come in a number of forms whether it be Barbies and pink toys in the girls section or the media implying men must be strong, athletic and dominant in advertisements for fragrances, for example. It is hard to escape this but why should we treat the biggest organ in our body any differently to one another, simply because of our gender.

Identity construction for both genders has, over time, become largely image dependent with much of the Western world being deeply obsessed with appearances. Pressure on women regarding their appearance is expected and their concern is somewhat accepted by society. This is not to say that for men there are competing pressures; to look good, whilst also distancing themselves from such practices in fear of being regarded effeminate.

Men’s skincare is a rapidly growing industry with the men’s facial skincare sector in the UK having grown exponentially in recent years with estimates of worth being £94 million in 2018 (Mintel, 2018).

Social media plays a large part in the depiction of what it is to be male or female with generally more direct pressure being places on women to care about their appearance. Having said this, there is certainly growing pressure on men to improve their overall appearance. Platforms such as Instagram are known for generating this pressure for users to appear ‘perfect’ due to the nature of comparison online. There are arguments to suggest that through benefiting the appearance of your skin, you gain a form of social capital. Effectively, what this means, is that the growing industry of men’s skincare may help to contribute to improving their self-esteem.

When I speak of men’s skincare, I am not implying it necessary to follow a strict routine. There are elements of skincare and taking care of one’s skin which are often overlooked such as the decision to wear SPF. The damaging effects of the sun are not only targeted to one gender, this is, or should be, a universal understanding.

There are a number of brands which stand out as being specifically male targeted skincare such as, Keihls and Clinique for Men. Not only is this a marketing standpoint but there are a few differences between male and female skin and therefore what products are best. This is not to say that a man cannot walk into a shop and pick up a skincare product which is generically targeted towards women. Furthermore, there is stereotype that men are lazier with skincare and therefore aren’t interested in a multiple step routine and won’t be consistent with it. Therefore, many brands that target men specifically in their production of skincare may highlight the use of a cleanser, a moisturiser and an SPF as being a great place to start.

It’s important first and foremost for anyone wanting to take better care of their skin, to understand it first. Learn about your skin type, what works for you and what doesn’t and how much you are willing to invest both in regard to money and to time. You have to be realistic and you have to be consistent to see results.

The bottom line here is that we are all human and we all possess skin as the biggest organ in our body. So, why not all take care of it regardless of gender?

If you don’t know where to start, do a little research, ask your friends, take a look at ingredients and go from there. (SPF is a very good place to start if you don’t already use it).