While the influx of skincare information online and on social media can easily give rise to over choice; however, the new trend of “skinimalism” plays right into male skincare. According to Pinterest Business, skinimalism means getting rid of the “12-step beauty routine… and streamlining [skincare] regimens to discover clean products with natural ingredients.” Many of the brands only sell a handful of skincare products like cleanser, day and night moisturizers, and an eye stick, each with a straightforward use.
Huron illustrates the idea of skinimalism through its best seller body wash. “Body wash is a very familiar point of comparison for a lot of guys…Our body wash is multidimensional. If you were to fill up a bathtub and put our body wash in water, it acts as a really good muscle soak for sore muscles”, says Mullenaux.
GetMr sells one product, The Daily, which is a 3-in-1 daily moisturizing face lotion, weightless mineral SPF, and soothing aftershave formulated by dermatologists. They created The Daily specifically to make it easy for men to protect their skin from sun damage without having to vastly change their routine or buy too many products.
Pharrell Williams’ skincare brand Humanrace uses the phrase “three-minute facial,” to express how quick and easy it is for men to get results from their products without having to disrupt their routine. Francesco Urso also notes Wolf Project’s detox sheet face mask removes impurities and bacterias in an easy to use sheet form.
The emergence of men’s skincare ensures the idea of self care extends beyond women and can easily fit into men’s routine. As Mullenax puts “I think skincare is closely tied to self confidence. If we can provide a guy with a bit more pep in his step when he’s leaving his home every morning, that’s a huge win for us.”