Manly Enough: Men’s Grooming Comes of Age

From being one who would bill skincare products only as women's paraphernalia to being someone who would not only cleanse, tone and moisturise his face regularly but also occasionally go for a session of pedicure, the Indian man has gone through a metamorphosis in skincare.

Beauty and wellness companies are increasingly launching sub-brands for men’s grooming products. There are a plethora of men’s skincare e-commerce startups. Men's-only salons are on the rise to cater to their undying desire to look dapper always. Facials are customised to suit man's skin as it has to weather more exposure. A decade and a half ago, we would have balked at men getting hands manicured. Now, palms hanging in the air while our men get groomed, with each cuticle taken care of, is a scene so banal.

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For long, most beauty and cosmetic companies have ignored the slow yet palpable growth in demand for men's skincare products. Now that they have realised, the companies are taking it far too seriously. Fat budgets are being allocated for production and marketing. New companies are being carved out to concentrate on men's range while products are introduced in the markets to target varied price points.

According to the latest study by market research firm Nielsen, the use of face cleansing products among men in India has jumped upto 60 times in the past seven years. Similarly, sales of men's face creams have more than doubled during the same period. With disposable income rising, men are spending more on their grooming and the Nielsen report points out that men are giving added attention to their skin, not to impress women but to get brownie points at work.

The prediction that the market for men’s grooming in India will continue growing at a CAGR of 17 percent is coming true. What’s more interesting is the fact that 41 percent of total personal care sales is for products with natural ingredients. Yes, organic is not just the buzzword for females but men are equally aware and wouldn’t put just anything on their skin.

That’s the reason why when we decided to venture in the men’s range category, we launched a range of basic skincare products that use natural ingredients and a branding that resonates with men looking at organic skin care products, calling it the VLCC AyushMEN Range. The products are based on the principles of Ayurveda and are formulated keeping the male skin needs in mind.

Unlike women, a typical man’s everyday skin routine is simple – involving cleansing, scrubbing and moisturising. Men don’t need elaborate steps and multiple creams. Though, it is important to cleanse and moisturise your skin everyday and use a scrub once or twice a week. Adding a hand cream and an under eye gel to the regime works well for men. Metrosexuals too like to indulge once in a while. They can take their skin regimen a notch above by going for facials, manicures and pedicures.

The one trend that has taken the men’s personal care market by storm has to be the grooming of the beard, underscoring the fact that metrosexuals want to keep their macho quotient intact.

The re-energising shaving gel cushions the beard and skin for a close shave and also makes shaving ritual effortless and revitalising. It is paraben-free and enriched with aloe vera, tulsi and neem extract, which keeps the skin hydrated.

Male toiletries, of course, still rule the roost, even though the beard trend is here to stay. The attentive new conscious metrosexual, fuelling the growth of men’s skincare products has been an urban phenomenon till now. But with companies like ours, introducing products in affordable price range, strengthening of distribution networks, the trend will be more than visible in tier-2 and tier-3 towns as well.

Men spending time on their grooming and skincare is for real. So now you won’t just see 'A' list celebrities talking about their skincare routines, but the guy on the street posting about the same on Instagram. The selfie nation has a sizeable number of male influencers too, who talk about the products that suit them on their social media channels.

The trend is only growing, so more and more beauty and wellness companies will be joining the men's grooming bandwagon.

Skincare tips for sensitive skin

Are you a dermal outlaw? The ones with sensitive skin need to avoid potential risk with regards to their skincare schedules. Delicate skin is more inclined to disturbance than other textures, so utilising the correct products is the very foundation of good skin. Take after these tips to keep your skin sound and avoid breakouts.

1. Read the ingredients on the labels

Be it food or cosmetics, odds are you don't pay the ingredient list much heed. While picking up products, it important to know what ingredients go into it. This helps reveal if there is alcohol, dyes or any fragrances that are harmful to your skin.

2. Don’t go overboard

We are always on the lookout for quick and cheap outcomes, but the laziness can do more damage than good. As important as exfoliation is, you don’t need to do it everyday. More than 3-4 times each week can lead to redness, disturbance and other irritating issues.

3. Stay away from items that are excessively frothy

Foam may look promising when you're shaving or cleaning your face, but it can really dry out your skin. Why? Detergents constitute a major part of the froth and in the process they strip off the natural oils from your skin. Looks like, gel is your best option.

4. Pat your skin dry with soft towels

If the fabric feels rather corrosive against your skin, drop that towel immediately. You don’t need that kind of harshness. To avoid irritation, stick to delicate, cotton towels and pat dry – no rubbing.

5. Sun is not your friend

As important as Vitamin C is, too much sun can dry out already sensitive skin. Never step out of your house without a sunscreen that has atleast SPF 30 to shield yourself from UVA/UVB rays.

From the February-March 2018 issue of FHM India.