An Emerging Gender Inclusive Skincare Industry

by Palden Lhamo July 03, 2020

At some point in time we have all experienced our brothers, boyfriends, husbands, and fathers browsing through our medicine cabinets for something to apply to their faces. For far too long, the vast skincare industry has predominantly marketed exclusively to women, which has historically excluded men from conversations surrounding skin care and self care. Despite the fact that the skin is the largest organ that protects humans from infection and bacteria, reduces sun damage, and filters toxins, our social gender roles have prevented inclusivity within beauty. As a result, men are left with few options of low quality products that overstrip the skin of its natural oils and contain artificial fragrances. 

As companies adapt to increasingly inclusive and conscious consumer standards, men are sure to emerge as priorities in their demands for high quality skincare that attends to their distinct needs. According to Allied Market Research, by 2022, the global male personal care market will be valued at approximately $166 billion. As men become extremely aware of the importance of quality skincare, their global demand has also sharply increased for personal grooming products of high quality, clean ingredients, and sustainable packaging. Consequently, men are unabashed about their daily maintenance of caring for their skin and unapologetic about valuing their wellness. No longer a taboo, self care is instead a modern social movement that is expected to shatter gender expectations and  embrace diverse consumers. 

LaBruna Skincare seeks to represent men in skincare, and what better way than to launch a new face oil that specifically solves their unique hygiene needs and is of premium quality. Free of synthetic gluten, phthalates, sulfates, parabens, artificial colors, and fragrances, Nina by LaBruna Skincare’s Men’s Fortifying Face Oil is formulated as cold pressed with various potent and naturally sourced ingredients.

Shaving Benefits: 

For shaving concerns, LaBruna Skincare’s Fortifying Face Oil not only solves inconvenient ingrown hair issues, but also razor burns and cuts that continuously reappear from shaving. 

• Sea buckthorn oil, which has unsaturated fatty acids such as omega-7 and omega-6, regenerates skin and improves blood circulation.
• Vitamin C has anti-aging properties that firmly lifts the skin. 

Acne: 

• Black cumin seed hydrates, smoothens, and soothes the skin to alleviate fungal infections and results in a brighter complexion. The anti-inflammatory seed is multi purpose because if applied to minor cuts, it can help aid the process of healing wounds and reducing rash symptoms.

Irritated Skin: 

• St. John’s Wort Oil has antioxidant, anti-inflammatory, and anti-cancer properties. It also treats wounds, burns, abrasions, ulcers, and even psoriasis. 
• Borage oil is anti-inflammatory since it has an exceptionally high concentration of fatty acids, gamma-linolenic acid, and linoleic, oleic, stearic and palmitic acids. 
• The seed oil assists in assuring that skin, especially if dry or irritated, remains clean.

Anti-Aging & Sun Damage: 

• Pomegranate, which holds keratinocytes, the cells on the outer layer of skin, rejuvenates the skin. This results in an anti-aging natural solution that reverses damage to the skin. The pomegranate oil's pro-estrogen aids in natural hormonal balance, resulting in ravishing skin texture, and boosts collagen production, which allows for the skin to become firmer and remain youthful looking. 
• Pumpkin seed oil, which has vitamins A and C, zinc, antioxidants, and unsaturated fatty acids. The pumpkin component allows for oily skin to curb acne and additionally firm itself.

What is clear is that consumers remain hopeful that the skincare industry cares enough to adopt practices that reflect the important openness to expand beyond traditional markets segmentations, and companies like LaBruna are leading the way to ensure that all customers, regardless of gender, should be given the opportunity to care for and nurture themselves with the premium quality and toxin-free skincare that they deserve. Men’s skincare is here to stay, and its future growth is sure to be exciting and promising.

References:

Warfield, N. (2019, May 20). Men are a multibillion dollar growth opportunity for the beauty industry. Retrieved July 03, 2020, from https://www.cnbc.com/2019/05/17/men-are-a-multibillion-dollar-growth-opportunity-for-the-beauty-industry.html

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