Shampoo, cream, scrub, serum, hydrogel, beard oil, shaving foam... Men, too, have every right to take care of themselves and their skin!
Skincare for men is becoming one of the major trends in the cosmetics market. For many years, cosmetics were largely associated with women, but attitudes and trends are changing.
More and more men now pay close attention to their skin and take pleasure in caring for themselves.
They also want quality products that are natural and environmentally friendly, and they're drawn to modern, elegant packaging. In this article, we'll explore this growing revolution in male beauty and see how men's cosmetics could become a sector with a future.
The men's cosmetics market
The men's cosmetics market is evolving fast: the global market for men's beauty products is estimated to be worth €49.8 billion in 2026.
This growth is also driven by an ever-wider range of choices. Gone are the days of simple shaving products men want to care for their hair, their beard, and their skin.
Major groups now offer more universal cosmetic products for men, such as creams, scrubs, and masks.
That's the case for L'Oréal with its “L'Oréal Men Expert” range and Nivea with “Nivea Men” which hold 42% and 37% market share respectively, closely followed by the British brand Bulldog, which arrived in France later.
These three brands make it possible for men to take an interest in and easily find cosmetic products suited to their needs, in mass-market retail.
The place of DNVBs in the men's cosmetics market
Men's cosmetics also benefit from the younger generation. The most important target for this market remains the 25–30 age group, who care about their well-being and their appearance.
In this spirit, some men's cosmetics brands have chosen the DNVB (Digital Native Vertical Brand) path. Born of the digital era and social media, these brands reach their target directly by building a community and spreading their messages effectively.
Often recent and innovative, they offer products suited to men's new expectations notably in naturalness, packaging, and communication.
That's the case for Horace, a young French brand offering a range of essential skincare for men, and Bivouak, which offers organic, eco-designed cosmetics for men.
Men's skincare requires tailored products
Men's skin differs significantly from women's: on average, it is thicker, oilier, has more hair follicles, and is more prone to blemishes.
Consequently, male grooming products must be adapted to these unique characteristics, using specific ingredients and active components tailored to their physiology.
Men generally prefer lighter, fluid creams tailored to their skin and needs.
Fragrances are also essential to ensure cosmetic products match male consumer expectations.
The Ultimate Men's Skincare Routine:
Men also deserve their own skincare routine to look after their skin. Let’s take this opportunity to walk you through the essential steps:
Exfoliation / scrub
A scrub helps remove dead cells from the surface of the skin, leaving it looking smoother, more radiant, and softer.
It also helps skin better take in the care products applied afterward. It's best to do this step in the evening to let your skin rest overnight.
We recommend exfoliating only twice a week so as not to be harsh on your skin.
Moisturizing the skin
It's important to moisturize your skin morning and evening to help maintain its hydration level.
This helps protect it against external aggressors and helps delay the visible signs of aging.
Once these essential steps are done, you can add many other targeted products suited to men's needs and skin types, such as:
- Serum: a product concentrated in active ingredients that reinforces the action of your cream or usual product. There are many kinds of serums; it should be applied after cleansing and before moisturizing.
- Eye contour: whether a cream, stick, serum, or gel, this product helps strengthen the look of the skin around the eyes, reducing the appearance of dark circles and puffiness for an awake look all day long.
- Mask: finally, you can add masks to your routine. They come in different forms — cream masks, peel-offs, sheet masks soaked in serum, or hydrogel masks — formulated to meet specific needs with different actives: hydrating, purifying, age-defying...
In your routine, we recommend hydrogel masks, available as patches or face masks.
They're made from natural polymers called carrageenans, derived from red algae.
The advantages of these masks lie in their ease of use and their ability to hug the shape of your face like a second skin. A fresh, revitalizing effect guaranteed!
What Technature can offer in creating men's cosmetics
Do you need a new cosmetic product suited to men and want a bespoke formulation? Are you looking for an innovative product to add to your men's cosmetics range? We have the assets to meet your needs:
Unique know-how in creating cosmetic concepts
Expertise in formulating peel-off masks, cosmetic powders, and white-label cosmetics
A laboratory suited to the energy of our R&D team and the diversity of our formulas
Our team stands ready to imagine your brand's future products (texture, preparation, effects...), with an option for exclusive, dedicated formulation.
Your project will be handled by a dedicated team that will tailor its proposals to your wishes, your requests, and your market.
