Then, at the turn of the millennium, metrosexuality went mainstream. Men were encouraged to start grooming themselves – publicly! Soon male-specific spa treatments became available and guys were being spotted at counters – sans disguise – buying skincare products.
According to research by the International Dermal Institute, the global men’s shaving and skincare industry is now worth almost $30 billion (about R240 billion) a year and male grooming has become an intrinsic part of the male lifestyle. In fact, research by Euromonitor International shows that men are far more demanding of service than women and aren’t afraid to shop around to research their purchases.
The key to choosing the right products for you is to decide what your main skin concern is. Do you just want a basic moisturiser that will make your skin feel comfortable? Do you have dry, rough skin that needs exfoliation? Can you see your first lines and wrinkles? Do you want to trade in your bar of soap for a real face wash?
If you’re over 25, your non-negotiable shopping list should include a face wash, moisturiser (with sunscreen) or soothing aftershave balm, eye cream and a scrub. Forget machismo – today’s man looks after himself with products guaranteed to keep a guy well-groomed.