# Guy-ified Gentle Brands market cosmetics products to men with sensitive skin. By [Joey Haar](https://www.trendhunter.com/joeyisa), Research Writer | Published Dec 6, 2017 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/guyified-gentle ## Key Figures - Trend score: 3.1/10 - Evidence articles: 4 ## What is the Guy-ified Gentle trend? **Guy-ified Gentle:** Though skincare products for men are increasingly common, marketing strategies typically fall back on tropes like toughness and durability. Recognizing the reality of men's skins, savvy brands have introduced products that are marketed toward men who need gentle skincare products, upending traditional gender norms. With Gen Z increasingly spurning these norms, cosmetics brands with this forward-thinking approach can capture more of the future male market. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 4 to Oct 20, 2017 - Published: Dec 6, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Themes within the Guy-ified Gentle trend ### Gentle Skincare for Men As brands recognize the reality of men's skins, introducing gentle skincare products can capture more of the future male market, appealing to Gen Z consumers who spurn traditional gender norms. ### Natural and Ayurvedic Ingredients Consumers are demanding artisanal grooming products with naturally sourced ingredients, leading to opportunities for brands to create skincare solutions inspired by ancient Ayurvedic remedies and formulated with natural ingredients. ### Chemical-Free Products NYC-based lifestyle brand, (MALIN+GOETZ), is among others aiming to cure skin concerns with a curated line of chemical-free products. Opportunities exist for brands to formulate powerful, chemical-free skincare products that reduce irritation, acne and aging effects. ## What the Guy-ified Gentle trend means for industry ### For Men's Skincare Products As the demand for gentler, natural and chemical-free skincare solutions increases, there are opportunities for brands to capture more of the future male market. ### For Natural Beauty Products As the demand for natural products increases, there are opportunities for brands to formulate skincare solutions that utilize natural and Ayurvedic ingredients in their formulations. ### For Chemical-Free Lifestyle Products As consumers become more concerned about the dangers of products containing chemicals, there are opportunities for brands to offer chemical-free skincare products and curated lines of chemical-free lifestyle products. ## Workshop question How can your brand subvert gender stereotypes in your product's marketing? ## Trend signals for Guy-ified Gentle Trend score 3.1 out of 10, from popularity 47%, activity 39%, freshness 8%. - Popularity: 47% - Activity: 39% - Freshness: 8% ## Examples of the Guy-ified Gentle trend 4 featured examples from Apr 4 to Oct 20, 2017. - [Monochrome Unisex Cosmetic Branding](https://www.trendhunter.com/trends/skincare-line): The Filmore Skincare Line is Effective for Men and Women (Category: Fashion) Implication: Opportunity for disruptive innovation in the cosmetic industry by incorporating monochromatic branding and using natural ingredients in skincare products. - [Anti-Irritation Aftershave Creams](https://www.trendhunter.com/trends/ingrown-hair-cream): This (MALIN+GOETZ) Ingrown Hair Cream Keeps Skin Balanced (Category: Fashion) Implication: Opportunity for skincare brands to develop chemical-free products that cater to specific skin concerns like redness and irritation. - [Purifying Charcoal Cleansers](https://www.trendhunter.com/trends/purifying-charcoal-face-wash): Brickell's Purifying Charcoal Face Wash Boasts Deep Cleansing Power (Category: Fashion) Implication: The purifying charcoal face wash for men is an example of how men's grooming products are expanding to include more targeted solutions for different skin types and concerns. - [Ajurvedic Aftershave Gels](https://www.trendhunter.com/trends/biotique): Biotique's 'Bio Wild Grass' Aftershave Gel Soothes and Balances Redness (Category: Fashion) Implication: The demand for natural grooming products creates a market for disruptive innovations in the cosmetics and personal care industry. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)