A face without spots and wrinkles, radiant and hydrated denote a well-groomed, healthy and elegant appearance. When we do not care and protect our face, agents such as pollution, sun or cold weather end up damaging it. Many people think that only women are aware of this aspect, but more and more men care about their image. We live in a society where the visual plays a very important role and men don’t ignore this reality. Just write the word “skincare for men” in the YouTube search engine and hundreds of videos will pop up. Some of them even have several million views. Or if we write in the Google search engine the same phrase, “skincare for men”, we will have more than 50 million results in front of us.

In the past, actors, TV presenters or politicians were the most concerned about their physical appearance, but nowadays it is different and our faces are continually exposed through social networks like Instagram, Facebook, YouTube…

In Korea, for example, men spend more on skincare products than in any other country in the world. In fact, it is a market that, according to Euromonitor, has grown by an average of 44% between 2011 and 2017.

Additionally, about three-quarters of South Korean men undertake a beauty or grooming treatment (from salon hair treatments to at-home facials) at least once a week, according to a recent survey by GlobalData.

When we think of men who take care of themselves beyond the usual care, the term metrosexual comes to mind. Metrosexual emerges from the union of metropolitan and heterosexual.

The term metrosexual originated in an article by Mark Simpson published on November 15, 1994, in The Independent. Simpson wrote:

Metrosexual man, the single young man with a high disposable income, living or working in the city (because that’s where all the best shops are), is perhaps the most promising consumer market of the decade. In the Eighties, he was only to be found inside fashion magazines such as GQ. In the Nineties, he’s everywhere and he’s going shopping. An example could be represented by former Manchester United and Real Madrid footballer David Beckham.

Many people think that mainly are millennial men, those born between 1980 and 2000, the main consumers of skincare products, but the truth is that men of other generations, especially generation X, who are the ones who now are between 40 and 55 years old, they also worry about their physical appearance. And the fact of having children does not mean that you have less time or do not worry about taking care of yourself. A study by Mintel reveals that one in three parents in the United States is concerned about preventing the signs of aging, compared to only 23% of men without children of the same age.

More and more cosmetic brands develop specific products for men. So far, they are mainly products for topical use, but I think there is also an opportunity for beauty from within focused on men.

Monteloeder has developed a line of oral branded ingredients for beauty that can be perfectly incorporated into oral skincare food supplements for men. In addition, they are supported by scientific studies, such as Nutroxsun, to protect the skin from the sun, and ZeroPollution, to protect the skin from pollution.

Ignacio Cartagena

Vice President, Sales

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