The days of men nonchalantly splashing some aftershave on their face and going about their business are long gone. Just as they’ve been paying more attention to their scalp health, discovering new hairstyling options and stepping up their grooming game, skincare is now on men’s radar.
“Men are definitely more aware of what their hair and skin needs, and specialized skincare for them is a market that will be growing in the years to come,” says Simon Parent, CEO of the Canadian distributor Revolution & Style, which specializes in professional men’s lines. “A salon or barbershop owner who is not prepared to offer more skincare products will see his or her male clientele drop for sure.”
“Much of this growing trend is coming from social media. It plays a huge part in beauty, style and fashion. Men now want to have beautiful, youthful skin, too. In 2017, some barbers started offering activated charcoal masks, and guys were immediately drawn to them,” says Tay Atelier, a Redken Brews educator, hairstylist and barber
at The Beard & Hair Barbers inside Ego Salon in Brampton, Ont.
“When you’re taking pictures, it’s not the back of the head we’re showing. Selfies and influencers have definitely played a big part in this men’s skincare wave,” adds Atelier. “We’re seeing more guy influencers promoting the benefits of a good skincare routine and the rest of us —even the average guy—wants to try it!”
The Key Products
If you think it’s only soap and cleansing products clients will be looking for, think again. “It definitely goes beyond just cleaning,” says Atelier. “We’re moving towards very specific skincare products, such as moisturizers, anti-aging treatments, retinol-enhanced and mattifying products, too. We want our skin to feel softer, glow, and feel great.”
But it’s not only facial-specific items men are after. “People always forget about the neck, but that’s where some of the first tell-tale signs of aging start appearing,” says Atelier. “I remind my clients to focus on that area, too.”
Credits: Hair: Gregson Gastar, B’G’s Lounge, Adelaide, South Australia, Styling: Space Cowboy, Photo: Gregson Gastar