Men Are Taking Skincare Seriously. What Changed?
By Leslie Nesbitt Beauty Expert
August 16 2026 | SKINTIPZ
There was a time when skincare marketed to men consisted largely of shaving cream, aftershave and perhaps a moisturizer.
That is changing quickly.
Men are paying greater attention to their skin, hair, grooming and overall appearance, and younger men in particular are beginning to see skincare not as something feminine, but simply as another part of taking care of themselves.
The numbers support what many of us are already noticing.
Research from Mintel found that 52 percent of men in the United States use facial skincare products, compared with just 31 percent in 2022. That represents a 68 percent increase in only two years.
Among Gen Z men, the shift is even greater. 58 percent use facial skincare products, compared with 42 percent in 2022.
This isn’t just a beauty trend.
Men are changing the way they think about looking after themselves.
Why Are More Men Taking Care of Their Skin?
Part of the change is generational.
Men today are exposed to skincare education through social media, barbers, dermatologists, estheticians, athletes, entertainers and other men.
They are learning about acne, sunscreen, hyperpigmentation, ingrown hairs, aging, hair loss and skin health in ways previous generations often did not.
And they are seeing results.
This is not simply men buying more products.
It represents a shift in what personal care means to men.
Men Don’t Need a Complicated Routine
One reason some men avoid skincare is the perception that they need ten products.
They don’t.
For someone beginning a routine, I would rather see four things done consistently than twelve products used incorrectly.
1. Cleanse | Wash the face with a proper facial cleanser to remove oil, sweat, sunscreen and environmental buildup.
2. Treat | This is where the routine becomes individual. Acne, ingrown hairs, excessive oiliness, dryness and hyperpigmentation require different approaches. Do not buy a treatment simply because someone else uses it.
3. Moisturize | Men’s skin needs hydration and barrier support too. Shaving, sun exposure and harsh cleansing can all disrupt the skin barrier.
4. Protect | Wear sunscreen. Especially here in the Caribbean.
Daily UV exposure contributes to premature aging, uneven pigmentation and cumulative skin damage. Sunscreen isn’t a women’s product.
It is skin protection.
Beauty Tip of the Week
Gentlemen, your face deserves more than whatever soap happens to be in the shower.
You don’t need to become obsessed with skincare.
Start by understanding your skin.
Cleanse it properly.
Treat what actually needs treating.
Moisturize it.
Protect it from the sun.
Consistency will accomplish far more than owning a bathroom full of products you don’t understand.
Ingredient Spotlight
Salicylic Acid
For our Male Edit, salicylic acid is an especially relevant ingredient.
As a beta hydroxy acid, salicylic acid can penetrate into oily pores and help loosen accumulated dead skin cells and sebum.
It can be particularly useful in routines addressing oily skin, clogged pores, acne and shaving-related congestion.
For men prone to ingrown hairs and bumps, appropriate exfoliation may also help reduce the accumulation of dead skin around the follicular opening.
More is not better, however. Over exfoliating freshly shaved or irritated skin can worsen inflammation.
Bottom Line
The male skincare movement is bigger than looking younger.
Men are becoming more educated about their skin, more comfortable purchasing skincare and more willing to invest in their appearance.
And the market is responding.
The old idea that skincare belongs primarily to women is disappearing.
Healthy skin doesn’t have a gender.
Ask Leslie
Do men actually need different skincare products from women?
Not necessarily.
There are biological differences in male skin influenced partly by androgens, including differences in thickness and sebum production. Shaving can also create concerns that are particularly relevant to many men.
But skincare should ultimately be selected according to skin type, condition and concern, not simply gender.
A man with dry, sensitive skin does not need an aggressive product just because it is marketed for men.
He needs something appropriate for dry, sensitive skin.