In recent years, there has been a shift in how men think about skincare, particularly in younger generations.
Looking after the skin has become more normalised, and with more men actively searching for products that support their skin and lifestyle, the men’s health, beauty and wellness category has grown rapidly.
Sarah and Richard Inglis, founders of Flint Skincare, found that the quality and thought that traditionally went into the men’s market had been poor.
“Little consideration has been given to the preferences and needs of men, along with products that have proven active ingredients at clinically tested levels to support skin,” they said.
“We wanted to bridge this gap, bringing thoughtfully designed products that suit those preferences and needs, rather than being an afterthought. Men also don’t want a complicated routine, so keeping it simple was key.”
They added that very few men’s brands on the market were relatable and engaging, and their research found that there was a need for more natural products.
One of the biggest misconceptions they found was that men were not interested or that they needed ultra-basic “one size fits all” solutions. That assumption underestimated the interest men have in looking after their skin, or the skin challenges they might face.
While some men don’t think much about it and need simple solutions, others are getting more clued up, researching products, ingredients, and appreciating natural solutions that perform well, and have good design.
Read more in the latest issue here
