The Beauty Industry and a new take on Masculinity
For decades the battle of the sexes was and is the most prominent vendetta in society that takes over economic and social industries. Toxic masculinity is defined as the kind of aggressive masculinity that men were expected to aspire to. It’s based on a wave of stereotypes and phrases associated with being a man, like “macho” or “men don’t cry” kind of phrases that overshadowed and prevented men from being themselves for so long. In a society now where gender conformities are broad or non-existent, the beauty industry should have so much fun in the opportunity this brings. At Skin Match Technology we stand with brands on all spectrums. Gay, Trans or non-binary, “male” skincare needs more variety which is why the beauty industry is an important factor in redefining masculinity.
The male beauty and skincare industry are expected to reach a value of $19 Billion by 2027, it’s clear male consumers are demanding more out of their limited brand variety. By providing more male-friendly and inclusive beauty brands the beauty industry can help men come to terms with the fact that beauty and skincare are not subject to gender, it is a human act of self-care and investment in taking care of yourself and viewing it as only feminine or “too soft” needs to change. If more brands adjust to the redefined idea of masculinity they could see an increase in sales and revenue.
Our clients BEAST and MISTR challenge the male skincare industry by selling male-only brands with skincare products formulated for the male skin and needs. At Skin Match Technology, we encourage and endorse a wide variety of clients who use our Skincare Finder to stay at the forefront of beauty tech. Our male skincare retailers like BEAST and MISTR use our skincare advisor to enable their male consumers to discover their correct skincare match and embrace their beauty and skin needs.
image: BEAST London
“Guyliner” and make-up were once only synonymous with rock stars but male make-up is becoming extremely mainstream and in 2020 the male industry was worth over 49 million GBP. With trans beauty awareness increasing brands are slowly developing male make-up ranges like Chanel who recently released their own male make-up range. One of our clients at Skin Match Technology is IT Cosmetics who recently joined the Skin Match Family by incorporating our Shade Finder on their site for their consumers, IT Cosmetics also has inclusive foundations and male consumers are often used even in their advertising.
The reason why most men are intimidated by the idea of having a beauty regime is that they’re under the misconception that they have to do the extreme. Men in make-up don’t necessarily mean strong contour and serum for everything, it could be subtle concealer and a good quality moisturizer that works, the concept of skincare is so broad.
What makes a man, a man, and, a woman, a woman is extremely arbitrary and very limited, the industry must heed the gender-inclusive call and embrace the opportunity to increase revenue by investing in inclusive and male beauty.
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