For generations, skincare was largely, and falsely, considered a woman’s concern. Men were simply expected to wash their faces, have a good shave, and perhaps use a moisturiser if they remembered.
But that attitude is getting nipped in all the right places, and men are finally treating their skin as another part of their health and wellbeing, alongside exercise and nutrition. It’s high time the modern man’s approach to skincare became less about perceived ego and more about looking after himself.
The Changing Face of Men’s Skincare
For Dr Maureen Allem, co-founder and Medical Director of Skin Renewal, the change is noticeable in the clinic. Around 10 years ago, many male clients arrived only because a partner had encouraged them or because a concern had become impossible to ignore.
“Today, they’re making appointments for themselves because they understand that healthy skin is part of overall health and wellbeing. Men are asking more informed questions, they’re looking for evidence-based solutions, and they’re increasingly interested in prevention rather than waiting until the signs of ageing become more difficult to address,” says Maureen.
Part of that shift can be attributed to a rather unexpected development: the rise of the video call. High-definition cameras and harsh lighting have made us considerably more aware of our own faces, with hours spent looking at ourselves on Zoom and Teams highlighting everything from under-eye hollows and pigmentation to dullness, uneven texture and changes in facial definition.
Maureen calls this the “HD Effect”, with men becoming more conscious of the gap between how energetic and healthy they feel and what is being reflected back at them on screen. But she believes the phenomenon is part of a much broader lifestyle shift.
Prevention Is Better Than Correction
The changing attitude isn’t simply about looking better on camera. Men are also becoming more interested in prevention, asking what they can do now rather than waiting for visible signs of ageing to become difficult to address.
This kind of preventative mindset should be particularly important for men in South Africa. UV exposure doesn’t just wait for its turn during beach holidays or summer afternoons by the pool. It builds up every day, whether you’re driving, exercising outdoors, or simply walking in the city. Over time, that accumulated exposure can contribute to pigmentation, premature ageing, inflammation, damage to the skin barrier, and more serious concerns such as skin cancer.
“We’re definitely seeing a shift towards prevention. Men in their 30s and 40s are increasingly asking what they can do now to maintain healthy skin rather than waiting until the damage is already there. Better education, greater access to reliable information and an understanding that small, consistent habits produce the best long-term results are all driving this change,” she says.
When should men actually start paying attention?
Maureen’s answer is “in their 20s”. Skin ageing starts long before we notice it in the mirror, while years of cumulative sun exposure and collagen loss eventually begin to show.
Now, this doesn’t mean you should have built an elaborate routine from the moment you turn 20. In fact, Maureen believes one of the biggest misconceptions men have about skincare is that it has to be complicated. “The truth is, consistency is far more important than complexity.”
An easy-to-follow routine built around the right products for your skin type makes healthy skin a daily habit rather than another chore to put off. As Maureen puts it, “Good skincare isn’t about using lots of products, it’s about using the right ones.”
Fitting In
Convenience is becoming increasingly important as men work skincare into already busy schedules. Maureen says she finds that many male clients still choose discreet appointment times, often opting for later-afternoon slots that can be fitted around their working day.
The younger crowd, meanwhile, appears increasingly comfortable discussing skincare openly, considering it alongside fitness and nutrition as another form of self-investment. The stigma is slowly disappearing as the conversation moves away from appearance and tilts towards health instead.
An Alternative Way to Think About Ageing
Maureen describes the skin as “the dashboard to your health” and a great reflection of what’s happening inside the body.
For men, or anyone, really, who have typically regarded skincare as a cosmetic indulgence, perhaps the best way to understand it is to compare it with something already firmly established in the male self-care routine.
“I’d remind them that your skin is your body’s largest organ. We brush our teeth, exercise and eat well because we understand those things contribute to long-term health. Looking after your skin is no different. Healthy skin protects you from the environment, reflects your overall wellbeing, and ages better when it’s cared for consistently,” says Maureen.
We don’t tend to question why someone attends a gym or chooses to eat well. We understand these things as investments in our long-term health. Why shouldn’t we be saying the same about skin?
