# Subversive Skincare Skincare collections for men upturn rigid representations of masculinity. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 18, 2021 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/subversive-skincare ## Key Figures - Trend score: 5.0/10 - Evidence articles: 7 ## 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. ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: May 31, 2019 to Jan 13, 2021 - Published: Jan 18, 2021 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Subversive Skincare trend ### Gender-neutral branding Skincare brands are opting for soft branding that is more about the product than the typical masculine branding. ### Personalization Most of the products and collections that are being launched are offering a personalized approach to skincare, customized to every individual's needs. ### 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. ## What the Subversive Skincare trend means for industry ### For 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 for Subversive Skincare Trend score 5.0 out of 10, from popularity 73%, activity 67%, freshness 9%. - Popularity: 73% - Activity: 67% - Freshness: 9% ## Examples of the Subversive Skincare trend 7 featured examples from May 31, 2019 to Jan 13, 2021. - [Gender Fluid Makeup Collections](https://www.trendhunter.com/trends/harris-reed-x-mac): The Harris Reed X MAC Collection was Inspired by 70s Glam Rockers (Category: Fashion) Implication: 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. - [Data-Powered Skincare Lines](https://www.trendhunter.com/trends/mens-skincare-line): Disco Launched a Men's Skincare Line Based on Polling Data (Category: Business) Implication: The beauty and skincare industry can leverage the trend of personalized skincare by using data to create customized products for individual consumers. - [Simplified Skincare Collections](https://www.trendhunter.com/trends/fabric-skincare): Fabric Skincare Eliminates the Need for Complicated Routines (Category: Marketing) Implication: 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… - [Male-Targeted Skincare Sets](https://www.trendhunter.com/trends/ceylon-skincare): Ceylon Skincare Makes Products for Men of Color (Category: Fashion) Implication: The beauty and personal care industry can benefit from creating male-targeted skincare sets that cater to specific skin concerns. - [Male-Targeted Skincare Masks](https://www.trendhunter.com/trends/soft-moisture-mask): Soft's Moisture Mask Hydrates, Softens and Revives Dull, Tired Skin (Category: Fashion) Implication: Opportunity for companies to capitalize on the growing demand for skincare products tailored to men's needs. - [Male-Targeted Anti-Aging Kits](https://www.trendhunter.com/trends/hims-antiaging-kit): hims Anti-Aging Kit has a Customizable-Strength Prescription Cream (Category: Lifestyle) Implication: Disruptive innovation opportunity: Integrate technology and personalization into skincare products and services to cater to diverse needs and preferences. - [Free-From Men's Skincare](https://www.trendhunter.com/trends/skincare-brand-for-men): Phy is a Simplified, Cruelty-Free and Vegan Skincare Brand for Men (Category: Fashion) Implication: 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… ## 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)