Men's cosmetics and skincare: an own brand solving a problem, not a beauty ritual
Men do not want multi-step rituals, they want a problem solved. You create a skincare brand for men's skin โ simple, functional and without embarrassment.
You create and sell your own skincare brand aimed at men โ products for men's skin and the male buying style, typically a simple solution to a specific problem such as oily skin, post-shave care or a tired look. You sell through your own shop, social media and possibly barbershops. The main challenge for a beginner is that men buy completely differently from women โ they do not want long rituals, multi-step routines or cosmetic language and aesthetics, so selling them women's cosmetics in women's packaging will not work โ and selling cosmetics in the UK and EU is regulated and requires a safety assessment, notification and labelling with the INCI ingredient list.
Most men do not actively care for their skin, but they have problems โ oily skin, irritation and ingrown hairs after shaving, a tired look. The ordinary chemist's offers them either women's cosmetics in floral packaging and ritual language that puts them off, or a universal shower gel. Between what they need and what is offered there is a gulf.
๐งMen buy differently โ function over ritual
A man does not want a multi-step routine or cosmetic language, he wants a simple, clear solution to a specific problem. Whoever understands this buying pattern and presents the product directly and without embarrassment reaches men in a way women's cosmetics cannot.
