Men’s Skincare: Male Skin Biology & Opportunities in a Hot Market

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MensSkincareSince 2012, beauty and personal care launches targeting men have increased globally by more than 70 percent according to Mintel. The report claims that 58% of men aged 18 to 24 and 63% aged 25 to 34 now use a facial moisturizer. Overall, 59% of American men say personal care products boost their self-esteem, and 28% say they are concerned about dry skin and visible signs of aging. 37% use facial cleanser as part of their regular grooming routine, while 22% exfoliating scrubs, 17% use anti-aging products and 12% use eye cream.

The US men’s personal care market reached $4.1 billion in 2014. That’s up 6.7% from 2012 and 19% from 2009, making it one of the fastest-growing segments in personal care. Mintel predicts sales will grow to $4.6 billion by 2019 and for the first time men spent more money on male specific toiletries in 2013 than on shaving products.

Demand for male skin care products is particularly hot in Asia where the region accounts for around 64% of global money spent on male skin creams, lotions, and whiteners, according to the Euromonitor. The largest per capita market globally is South Korea where males spent $25.30 per capita on skin care in 2013 or more than three times second place Denmark. Asian countries account for five of the top 10 countries globally in per capita spending.

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Differences Between Male & Female Skin

  • Male skin is about 25 percent thicker than that of a woman’s. A man’s skin also thins gradually with age, whereas the thickness of a woman’s skin remains constant until about the age of fifty. After menopause, her skin will thin significantly.
  • Men have a higher collagen density than women. Collagen density differences account for why women appear to age faster than men of the same age. Female skin on average is around 15 years older than men of the same age.
  • The texture of male skin is very different than that of a woman’s. Male skin texture is rougher and the stratum xorneum is thicker.
  • Men do not develop the fine wrinkling seen in mature female skin but only coarse facial folds associated with subcutaneous fat loss.
  • Men have larger pores and produce more sebum. Since men do not enter menopause, their sebum production remains the same throughout their life.
  • Males produce more eccrine and apocrine sweat. Men sweat more than twice as much as women and are more prone to heat-induced sweating.
  • Males have more lactic acid in their sweat, which accounts for a lower pH (.05 lower) compared to female sweat.
  • Male skin tends to be better hydrated than female skin.
  • Acne, dandruff and seborrheic dermatitis are more common in males than females due to higher sebum levels.
  • Male scalps produce 50% more sebum than female scalps.
  • Men have a weaker scalp barrier function than women
  • Males possess more deeply pigmented skin.
  • Men have terminal hairs over their entire body from the face, chest and to the back of the feet.
  • Men have more shaving related skin issues, including ingrown hairs and razor burn.
  • Men have higher levels of testosterone, which can also effect collagen production, blood flow, and the number of granular cells.

Opportunities

What skin problems, improvements or enhancements can you address with your male skin care product? Use this list to get started, and remember, it’s up to marketers to build awareness of the benefits that products offer and show how to incorporate them into daily grooming routines.

  • Prevent pseudo folliculitis barbae (infected ingrown hairs).
  • Prevent razor burn (folliculitis). Folliculitis can be prevented by disinfecting the skin before and after shaving, a practice not employed by most men.
  • Create superior deodorants for the body/underarm. Hair on the body and face increase the surface area for organisms that can grow on the skin. In other words, it is much easier to control odor in a hairless armpit.
  • Reduce skin oiliness and pore size. Reducing pore size can noticeably improve skin texture and many of the actives used also reduce sebum.
  • Enhance skin barrier function. Male skin is chronically irritated and has a higher TEWL than female skin due to shaving.
  • Enhance skin color.
  • Slow beard growth and reduce shaving frequency.
  • Improve closeness of shave.
  • Creation of non-greasy, fast-absorbing, daily wear SPF 15 or 30 moisturizer.

References

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2 Responses to “Men’s Skincare: Male Skin Biology & Opportunities in a Hot Market”

  1. As always, you write short and very informative article. I consider this article is unbiased because you have not recommended any ingredient. Job well done. Keep educating people.

    Thank you,
    Ratan

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