Category
Fashion
Scaled Restraint
Trend cluster
Category
Subversive
Skincare
Skincare collections for men upturn rigid representations of masculinity.
5.0
Trend score
Trend
What is the Subversive Skincare trend?
Subversive Skincare: In order to appeal to men, skincare brands often opt for stereotypically "masculine" branding, which often includes bold and simple labeling and dark colors. This is slowly changing with brands releasing products and collections targeted to men, but with a focus on "soft" branding that's more about product than presentation.
Insight
The consumer insight behind the Subversive Skincare trend
The role of gender norms in the beauty industry is often to put people in boxes rather than encourage them to experiment. With the help of social media and gender-diverse influencers in this space, traditional notions of masculinity and femininity are being ignored in order to replace those representations with something more well-rounded and inclusive.
Trend themes
Themes within the Subversive Skincare trend
Three behaviours holding the trend together01
Gender-neutral branding
Skincare brands are opting for soft branding that is more about the product than the typical masculine branding.
02
Personalization
Most of the products and collections that are being launched are offering a personalized approach to skincare, customized to every individual's needs.
03
Data-driven product development
Disco launched a data-backed men's skincare line, which features minimalistic products for both face and body that were chosen based on polling data.
Industry implications
What the Subversive Skincare trend means for industry
Where the trend changes the playbookFor
Personal Care Products
The market has seen a rise in male-targeted personal care products, with a plethora of skincare lines available for men.
For
Beauty Industry
Traditional notions of masculinity and femininity are being challenged in the beauty industry to cater to a diverse range of individuals.
For
Ecommerce
With a rise in D2C brands, skincare kits, grooming sets and other personal care products for men are easily accessible on ecommerce platforms.
Workshop question
How could your brand better prioritize inclusion?
Trend signals
Trend signals for Subversive Skincare
Trend score 5.0 out of 10, from popularity 73%, activity 67%, freshness 9%.
Popularity73%
Activity67%
Freshness9%
Audience
90%Men
10%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Subversive Skincare trend
7 featured examples from May 31, 2019 to Jan 13, 2021CategoryFashion
Gender Fluid Makeup Collections
The Harris Reed X MAC Collection was Inspired by 70s Glam Rockers
The beauty industry has a unique opportunity to develop gender fluid makeup lines to appeal to a growing demographic of nonbinary and gender-nonconforming customers.
CategoryBusiness
Data-Powered Skincare Lines
Disco Launched a Men's Skincare Line Based on Polling Data
The beauty and skincare industry can leverage the trend of personalized skincare by using data to create customized products for individual consumers.
CategoryMarketing
Simplified Skincare Collections
Fabric Skincare Eliminates the Need for Complicated Routines
Disruptive innovation opportunity: Reassess and simplify existing skincare routines and create new products to meet consumer demand for a more straightforward approach to beauty a…
CategoryFashion
Male-Targeted Skincare Sets
Ceylon Skincare Makes Products for Men of Color
The beauty and personal care industry can benefit from creating male-targeted skincare sets that cater to specific skin concerns.
CategoryFashion
Male-Targeted Skincare Masks
Soft's Moisture Mask Hydrates, Softens and Revives Dull, Tired Skin
Opportunity for companies to capitalize on the growing demand for skincare products tailored to men's needs.
CategoryLifestyle
Male-Targeted Anti-Aging Kits
hims Anti-Aging Kit has a Customizable-Strength Prescription Cream
Disruptive innovation opportunity: Integrate technology and personalization into skincare products and services to cater to diverse needs and preferences.
CategoryFashion
Free-From Men's Skincare
Phy is a Simplified, Cruelty-Free and Vegan Skincare Brand for Men
The growing market for men's skincare presents opportunities for companies to offer specialized products and tailored experiences that cater to men's unique needs and preferences…
