Stereotypically, men's skincare routines tend to be "hyper-masculine, severely minimalist, or oddly rugged" and often shying away from affiliation to concepts like self-care and general wellbeing. Soft is a New York City-based brand that seeks to change this.
The brand's inaugural product is the Moisture Mask, which is designed to moisturize one's skin and supplement it with notes of ginger and turmeric. Although the brand focuses on rethinking men's skincare routines — its goal is to entirely contradict the concept of hyperbolized masculinity." Its products are geared toward the idea of the "soft boy," gender-nonconforming individuals, or even "girlfriends whose products have mysteriously gone missing over the last few years."
In this way, Soft carves itself a stoic presence in the genderless skincare category for boundless self-care.
Gender-Nonconforming Skincare Brands
Soft Breaks Stigmas in Men's Skincare Routines
Trend Themes
1. Gender-nonconforming Skincare - Opportunity to create skincare products specifically designed for gender-nonconforming individuals, challenging traditional gender norms in the beauty industry.
2. Redefining Masculinity - Opportunity to develop skincare products that promote a more inclusive and holistic approach to male self-care, breaking away from hyper-masculine stereotypes.
3. Genderless Beauty - Opportunity to tap into the growing market of gender-neutral skincare products, catering to a wider range of consumers.
Industry Implications
1. Beauty - Disruptive innovation opportunity in the beauty industry by introducing gender-inclusive and genderless skincare brands and products.
2. Cosmetics - Opportunity to challenge traditional gender norms in the cosmetics industry by offering skincare products that appeal to gender-nonconforming individuals.
3. Wellness - Disruptive innovation opportunity in the wellness industry by promoting a more holistic approach to self-care, encompassing skincare routines that transcend traditional gender roles.