Fang Yao, born in the 70s, only became more conscious about his appearance after becoming a father."Before having children, I didn't pay much attention to my face." He'd only use cleanser and basic care when his face felt greasy. Since his baby arrived, daily cleansing with cleanser, toner, and moisturizer has become his unshakable routine. Frequent close contact with his child makes thorough cleansing essential.
"Men simply don't have the patience women do, so they stick to the most basic steps," a manager at a Hangzhou department store told reporters. Generally, cleansers, toners, and moisturizers are the top sellers in men's skincare. Unlike women's products, men's cleansers typically demand stronger cleansing and oil-control capabilities, while moisturizers are preferred in lighter, thinner formulas—men tend to dislike thick, greasy creams.
Male Skincare Gains Popularity with Celebrity Endorsements
Another trend reflecting the rising popularity of men's skincare is the influx of major celebrities endorsing these products. These handsome male stars have become skincare role models for many men.
Among male skincare ambassadors, Louis Koo stands out as one of the earliest and longest-standing endorsers.Beyond Louis Koo, several other stars have joined the ranks of male skincare endorsers. Takeshi Kaneshiro has long represented Biotherm's men's line; Peter Ho endorsed MENPLUS skincare with a series of makeup-free advertising shots; Huang Xiaoming shot stunning promotional photos for OLAYMEN;Korean star Rain has become the newest face of Mentholatum Men's skincare. With this new ambassador, Mentholatum has upgraded its men's skincare line, launching three series—Oil Control & Freshness, Moisture & Vitality, and Multi-Effect Revitalizing—to comprehensively address diverse skin needs. Attracted by these celebrities, many women find themselves adding skincare products for their husbands while shopping.
Beyond Cleansing: Men's Beauty Embraces Specialization
"Men's skincare follows two major trends: simplicity and convenience, and increasing specialization," explained a representative from Shanghai Jahwa's Gaufre division. For instance, many brands launched revitalizing skincare lines this year—a step beyond basic cleansing. "Men endure grueling work schedules and late nights, while others enjoy nightlife activities like dancing and singing, which take a toll.After exhaustion, their skin often becomes dull and rough. How can they face their boss or girlfriend the next day? They need beauty care."
Additionally, men's skincare is shifting toward beauty enhancement. The manager explained that younger men prioritize hydration and oil control, while older men focus on anti-wrinkle solutions. Radiant-effect men's skincare products will become key offerings for some brands, akin to women's whitening or sun protection."It makes your skin more vibrant."
Ultimate Heartthrob Lin Chi-ling Teaches You How to Care for Your Skin and Fight Aging
Nowadays, it's not just women who love beauty—men also pay close attention to facial care. Envious of Lin Chi-ling's ageless secret? As peers, why is the difference so striking? In fact, Lin Chi-ling's anti-aging secrets all rely on three points: wrinkle prevention, maintaining good habits, and keeping a positive mindset.
See how Korean star Lee Min-ho maintains his skin
Lee Min-ho points out that men's skin typically features a thicker stratum corneum, larger pores, and more active sebum production—compounded by the fact that most men pay little attention to their skin.Consequently, over 80% of men have oily skin. Excess oil easily leads to acne on the nose and forehead, and long-term oil buildup in pores can make the complexion appear dull and congested. So how does he effectively control facial oil production?
Simple Skincare Tips from Japanese Men
Men who are reluctant to use sunscreen or toner can wash their faces with cooled boiled water. This water, with minimal dissolved air, closely resembles the water within human cells. Its high affinity allows it to penetrate deeply into the skin.Additionally, cool boiled water can transform subcutaneous fat into a "semi-liquid" state, leaving the skin hydrated and non-dry.