Male grooming tips — for those who don’t know where to begin
The male beauty industry is booming, so we’ve broken down the key steps to building a skincare routine that works for you
Once solely the domain of 3-in-1 products, razors and aftershave, the world of male grooming has in recent years undergone a not-so-quiet revolution. Influenced by changing ideas of masculinity and lifestyle brands launched by celebrities from Harry Styles to Dwayne “The Rock” Johnson, the interest in male beauty has boomed.
In fact, the men’s grooming product market size was valued at $64.63bn in 2025, and is projected to be worth $90.63bn by 2034.
Part of this has been helped by Gen Z creators on Instagram and TikTok who are normalising a new approach to men’s beauty — one defined by self-expression, wellness and confidence-boosting.
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“I think there’s been a realisation that men can look after themselves and have selfcare moments too. It’s not solely just for women,” says Shakeel Murtaza, 26, a Muslim male beauty influencer of Pakistani heritage.
So, where to start? Murtaza advises getting back to the basics. “Cleanser, moisturiser and SPF. And then if you want to add another step, or if you have any particular issues that you want to address, do some research into what serum you could add in to combat it. If you are struggling with dull skin, for example, you can add a vitamin C serum.”
One of Murtaza’s favourite products is Beauty of Joseon’s Revive Eye Serum, which features ginseng root and niacinamide for brightening. “I always recommend it for dark circles. It’s quite common for South Asians to suffer from that,” Murtaza says. Cleansing and moisturising should be done twice a day, both morning and night.
The good news for those looking to get started on a routine is that you are spoilt for choice in terms of products. Most are unisex and work just as well on anyone’s skin, but a grooming routine isn’t just about the results. It might seem superficial, but elements such as packaging, branding and scent can all affect the choices we make, and how confident we feel in ourselves.
Male and female skin does differ slightly, with male skin being around 20-25% thicker. Holly Mason, skin health expert and founder of The Skin Investment Clinic, says this is owing to men having higher androgen levels, with a denser dermis — the thickest layer of the skin — and more collagen. “This is why men often show visible ageing later, but when it hits, it can progress faster,” she says. Men may also be more likely to show more pronounced signs of sun-related ageing because of historically lower SPF use, so make sure you apply an SPF of at least 30 as the last step of your skincare routine every morning.
If you have facial hair, that may bring risks of ingrown hairs and post-shave irritation or disruption to the skin barrier. To combat this, look for a shaving cream or aftershave balm that features neutralising and skin-soothing ingredients such as aloe vera, chamomile, witch hazel and salicylic acid.
A good starting point for your new skincare routine could be Horace’s Face Kit, featuring a gentle face scrub, a purifying face cleanser and a moisturiser of your choice. If you’re feeling overwhelmed, Horace’s website offers a two-minute personalised skincare consultation to help you work out the routine that is best for you.
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If you’re looking for an additional serum, try Weleda Men’s 5in1 Multi-Action Serum, which features potent plant-based ingredients to tackle skin elasticity and the effects of ageing and pollution.
For those with a bit more money to spend, Elemis’s Pro-Collagen Marine Cream for Men is hard to beat for an everyday moisturiser. It features the same powerful anti-ageing active ingredients to hydrate and firm skin that have made the original a favourite among women (myself included), with slight tweaks to address specific concerns such as post-shave sensitivity.
If you’re at this stage in your skincare routine, you probably also need to start thinking about Vitamin A. This can help to reduce fine lines, boost collagen and smooth skin. Everyone’s favourite fancy bathroom brand, Aesop, has just launched its Resolute Facial Concentrate, a high-potency retinoid serum complete with a grounding woody aroma.
If halal certification is important to you, L’Araboutique is a British brand co-founded by a mother-daughter duo and inspired by homeopathic Middle Eastern ingredients and traditions. Their purifying Charcoal & Blackseeds Soap is specially formulated for those with oily skin, enriched with Zamzam water, and contains only natural ingredients.
No more excuses: it’s time to put down the bar of soap that you use in the shower and find a skincare routine that works for you.
