The Rise of Men’s Skincare Brands: Why Guys Are Finally Getting Serious About Skin

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It wasn’t that long ago that men’s grooming meant soap, shampoo, and maybe an aftershave. Skincare? That was usually dismissed as something “for women.” But that’s changing – fast. And the shift isn’t subtle. Global market data shows that men’s skincare is one of the fastest-growing segments in beauty.

According to Allied Market Research, the global men’s personal care market was valued at over $30 billion in 2021 and is projected to surpass $70 billion by 2030. From moisturizers and toners to exfoliants and eye creams, men are investing in their skin like never before. And brands are rushing in to serve them.

So, what’s behind the boom? A few things.

Skin Awareness Is Skyrocketing

For starters, guys are simply more aware. With social media and skincare influencers, even men who’ve never touched a cleanser are starting to learn what their skin actually needs. And they’re realizing that taking care of it isn’t about vanity – it’s about health, aging well, and feeling confident.

Then there’s the pandemic. More time at home, more Zoom meetings, and less access to barbers and spas led many men to experiment with products they’d never tried before. A lot of them stuck with it.

Less Stigma, More Options

The cultural stigma around men using skincare is also dissolving. It’s now normal – even expected – for guys to care about how they look. And this isn’t about going full K-beauty with 12-step routines. It’s about simple, effective self-care.

Even better, brands are finally talking to men like grown-ups. Not with “manly” packaging filled with flames and testosterone, but with clear language, high-performance ingredients, and unisex appeal. Some are men specific. Others are gender neutral. Both are thriving.

Let’s take a look at some standout brands driving the men’s skincare movement forward.

1. Lumin

Sleek Packaging, Science-Backed Skincare for Men

Lumin is one of the biggest success stories in men’s skincare. Built specifically for male skin concerns, their formulas target oil control, dark circles, acne, and aging. The brand’s aesthetic is sleek, matte black, and minimalist – perfect for men who want good skin without fuss.

Their “Classic Maintenance Set” includes a charcoal cleanser, exfoliating rub, and moisturizing balm – a great starter trio.

Why it’s popular: Lumin understands that men often have thicker, oilier skin than women. Their products are formulated to cut through that without over-drying. The ingredients are solid (think charcoal, green tea, and meadowfoam seed oil) and the routine is simple.

2. Geologie

Customized Skincare for Men, Backed by Dermatologists

Geologie is betting big on personalization. When you visit their site, you take a skin quiz. From there, you get a curated set of products based on your skin type, goals, and problem areas.

On Amazon, their Daily Skincare Set for Sensitive Skin is a top seller. It includes a gentle face wash, repairing night cream, and SPF moisturizer.

What sets them apart: Geologie’s scientific approach appeals to data-driven guys. They use clinical studies to inform their formulas and ditch flashy gimmicks. Their routines are also easy to follow – no complicated steps or mystery potions.

3. Brickell Men’s Products

Natural and Organic Skincare with a Cult Following

Brickell is one of the first premium men’s skincare lines to emphasize clean ingredients. Founded in 2014, the brand makes everything from anti-aging creams to toners and body washes, all using natural oils, plant extracts, and peptides.

Their Daily Advanced Face Care Routine II kit includes a face wash, exfoliator, and moisturizer.

Why it works: Brickell strikes the balance between efficacy and safety. Guys with sensitive skin or those who want to avoid synthetic additives appreciate the clean approach. And the results keep them coming back.

4. Huron

Smart, Affordable Skincare for the Everyman

Huron is a newer entrant, but it’s gaining fast traction. The brand was designed to take the intimidation out of skincare for guys. Their pricing is reasonable, the ingredients are solid, and the tone is refreshingly honest.

While their full line is more expansive on their website, you can find their Face Wash on Amazon.

Why men like it: Huron skips the macho posturing and just offers good, clean, affordable skincare. It’s marketed with a light, almost humorous touch – which can be refreshing in a market still full of overblown promises.

5. Jack Black

A Longtime Leader in Men’s Grooming

Jack Black has been around since 2000 and continues to lead the charge in men’s grooming and skincare. Their Double-Duty Face Moisturizer with SPF 20 remains a bestseller, offering hydration and sun protection in one simple product.

Why it’s a classic: Jack Black built trust early by using quality ingredients (like blue algae extract and sea parsley) and focusing on men’s needs. Their products have a subtle, gender-neutral scent and smart multitasking formulas.

6. Tiege Hanley

Subscription-Based Skincare with No Frills

Tiege Hanley is often described as the “Dollar Shave Club” of skincare. You subscribe, receive a monthly box of products, and follow the routine. They offer Level 1, 2, and 3 systems depending on your goals.

Their Level 1 Skin Care System includes a face wash, exfoliating scrub, AM/PM moisturizers, and a step-by-step guide.

Why it’s working: Tiege Hanley made skincare accessible for guys who just want to be told what to do. Their branding is straightforward, their price point is fair, and the regimen is easy to stick with.

7. Bulldog Skincare for Men

Affordable, Natural, and Widely Available

UK-born Bulldog Skincare keeps it simple. No artificial colors, synthetic fragrances, or animal-derived ingredients. They’re also vegan and cruelty-free. Their formulas use things like aloe vera, camelina oil, and green tea.

Their Original Moisturizer is a consistent fan favorite.

Why guys like it: It’s available at drugstores, easy to recognize, and affordable. Bulldog has built trust by keeping things minimal and effective – and not pushing extra steps guys won’t use.

Why This Moment Matters

The rise of men’s skincare isn’t just a business trend. It’s a cultural shift. For years, beauty was marketed as something separate from masculinity – even incompatible with it. That wall is breaking.

Men are realizing that skincare doesn’t make them vain or soft. It means they value themselves. Good skin isn’t a gendered goal – it’s human.

And they’re seeing real results. As more men start to experiment with products, they see how much of a difference the right cleanser or moisturizer can make. That creates a feedback loop: care leads to confidence, which leads to more care.

There’s also the broader trend of self-care. Whether it’s meditation apps, therapy, or skincare, men are exploring new ways to take care of their minds and bodies. And skincare happens to be a visible, daily way to do that.

Ingredients Men Are Starting to Care About

What’s interesting is how informed men are becoming. Five years ago, most couldn’t tell you what niacinamide or hyaluronic acid were. Now they’re comparing ingredient decks like pros.

Some top ingredients showing up in men’s skincare:

• Salicylic Acid – Great for oily or acne-prone skin
• Hyaluronic Acid – Hydrates without heaviness
• Niacinamide – Balances oil and strengthens skin barrier
• Vitamin C – Brightens skin and reduces signs of aging
• Peptides – Support firmness and reduce fine lines
• SPF – Finally getting recognized as non-negotiable

The point is: men are learning. They’re asking better questions. And brands are responding by giving real answers, not just “rugged” packaging.

Skincare Is Going Beyond Gender

An interesting parallel trend: gender-neutral skincare. Many men are now using products not labeled “for men” at all. They just want results.

That’s why unisex brands like The Ordinary, CeraVe, and Paula’s Choice are also gaining popularity among men – even if they weren’t originally designed with men in mind.

For example:

• The Ordinary Niacinamide 10% + Zinc 1%
• CeraVe Foaming Facial Cleanser
• Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant

These brands don’t cater to any gender. They just work. And that’s enough.

Where the Market’s Heading

Expect the men’s skincare market to keep growing – and maturing. Trends like the following are likely to continue:

• More personalization – Brands like Geologie are showing how men want tailored solutions, not one-size-fits-all.
• Cleaner formulas – Natural, fragrance-free, cruelty-free options are gaining ground.
• Multifunctional products – Moisturizer + SPF. Cleanser + exfoliant. Men love 2-in-1s that actually work.
• Direct-to-consumer models – Subscription services and online-first brands are dominating because men like convenience and clarity.

And big brands are noticing. You’re now seeing L’Oréal, Neutrogena, and Kiehl’s beefing up their men’s lines or even spinning off new sub-brands just for this audience.

FAQs

Is there really a difference between men’s and women’s skincare?
The skin itself isn’t drastically different, but men tend to have oilier, thicker skin due to testosterone. Men’s products often account for that. But in many cases, unisex or women’s products work just as well.

Do I need a separate skincare routine as a man?
Nope. You need a routine that matches your skin type, not your gender. That might mean a simple wash and moisturize regimen, or something more involved if you have specific concerns.

What’s the most important step?
Sunscreen. Every day. Even if you’re indoors a lot. It protects against aging, discoloration, and skin cancer.

Are fragrance-free products better?
Generally yes, especially if you have sensitive skin. Fragrance is one of the most common skin irritants.

Can I use the same moisturizer day and night?
You can, but nighttime moisturizers tend to be richer. If your skin’s oily, stick to lighter versions for both. If dry, consider a thicker cream before bed.

This Isn’t a Fad – It’s a Reboot

Men’s skincare isn’t a passing trend. It’s a long-overdue correction. For decades, men were shut out of the beauty and wellness conversation. Now, they’re not just being included – they’re demanding a seat at the table.

And the best part? The conversation’s getting better. Less ego. More education. Less marketing fluff. More science and skin barrier talk. This isn’t about looking younger, though that’s a nice bonus. It’s about showing up for yourself. Taking five minutes in the morning to wash your face and slap on SPF is basic hygiene – and basic dignity. More men are realizing that. And they’re not turning back.