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Innovations in men’s skin care are driving incremental sales. Nivea Men responded to research that U.S. men cited signs of aging as a top skin care concern. More than 75% of Gen Z and millennial male skin care users surveyed agree that it’s important to maintain a youthful appearance.
In response, Nivea Men formulated its Age Defense line, an easy-to-follow skin care system.
The product range addresses five key signs of aging: loss of firmness, wrinkles, dryness, rough texture and dullness.
Precious Mineralz recently launched a men’s line under the Out of Mountains brand. The initial offering includes skin care products, as well as beard and mustache grooming products. Dixon said the men’s line is vegan, cruelty-free, uses clean ingredients, many natural and sustainable ingredients and has recyclable containers.
Products contain halloysite—a nanotubular clay, which is the unique ingredient in the product line and brand.
Manscaped leveraged its reputation in grooming tools with expansion into skin care with Skin Ultra. “Expanding into skin care was a natural evolution for us and one driven by our steadfast mission to deliver head-to-toe grooming solutions for men,” said Paul Tran, founder and CEO of Manscaped “Skin Ultra brings our brand’s legacy of trusted quality, thoughtful design, and everyday ease to the skin care space, giving guys a straightforward way to look good, feel confi dent, and take better care of their skin.”
Because men’s skin is typically thicker, oilier and more prone to irritation because of higher testosterone levels, Skin Ultra was formulated to strike the right balance between results-driven ingredients and gentle nourishment, according to Tran.
Genderless products have served as a bridge for men to explore fragrances and skin care, experts said. Deodorants and body sprays marketed as non-gender-specific, such as Native, Youth to the People and AKT London, are examples. Native deodorant sales jumped 11% for the 52 weeks ended March 23, 2025, according to Circana, which lifted the brand two spots in the top-selling list.
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