It's Time To Get With The Skincare Programme

Exfoliation, moisturisation, fillers, sun protection – if this jargon isn’t already in your vocabulary, it’s time to get with the skincare programme.

- Hazel Vincent De Paul

Just a few years ago, it would have been almost impossible for brands to pitch campaigns for men’s facial creams and skincare routines without facing backlash for being emasculating or pandering to their vanity. Thankfully, times have changed since David Beckham’s much-debated metrosexual outing in the early 2000s. Not only have changing societal norms and the rapid dissolution of gender stereotypes over the past decade improved the lives of women, but it also ushered in a fundamental concept: self-care for the modern man. While the number of brands launching skincare ranges for men has exploded in the past decade, the question begs to be asked: have men been bit by the skincare bug? The numbers would suggest a resounding yes. Research company Euromonitor International reports that the men’s skincare sector in Singapore hit S$15 million in retail sales in 2015 – a number that’s set to rise to S$141 million by 2021. Additionally, the global market for men’s skincare products is predicted to grow by 3.34 per cent over the next five years, according to a BusinessWire.com report.

Not too shabby for a market that was so ruthlessly dismissed just two decades ago. What led to this change, you ask? The answer is really quite simple. Men want to look good and feel great, the same way women do. As such, more skincare brands are offering diverse, yet simple skincare options for the modern man who wants to prevent the signs of ageing while achieving healthier skin.

So if you haven’t already hopped on to the #mampering bandwagon (that’s #manpampering, for the uninitiated), we’d recommend you get to it because skincare for men is no longer a luxury, but a necessity.

For Easy Cleansing