Since the start of the pandemic, interest in men’s skincare has only intensified. “Like women, men’s grooming habits have been changed by the pandemic,” says Clare Varga, head of beauty at forecasting agency, WGSN. “Heterosexual men, in particular, began to experiment with their partners’ products and try out new looks with the extra time in lockdown, while shifts to online shopping allowed them to explore skincare in a less intimidating environment.” In fact, by 2024, as cultural attitudes towards masculinity and beauty evolve, experts predict a levelling up of the gender split in skincare, with a large proportion of men embracing involved skincare routines.
“Gleem Beauty has had male Glambassadors tauting the benefits of our products from the beginning. Dylan White, from the Philippines, talks about his acne scars fading shortly after starting his RxFoliant™ Leave-On Mask and Gleem routine and East Lee with Asian heritage, raves about how easily makeup goes on for his on-camera work with One & Done. Many male clients have happily adapted the Soft Immersion Moisturizer as their dual purpose shaving cream with the One & Done a staple in the gym locker for after a shower” says Marlene.