Soft is a skincare brand that makes men's skincare and offers a modern take on masculinity with products like its Moisture Mask. While there are many skincare lines for men that offer products to support skin health, Soft's founders James and Patrick couldn't find a brand offering face masks and constantly ran into messaging that reinforced hyper-masculinity—Soft goes against this by reclaiming what it calls the "'soft' stigma around skincare."
The brand's Moisture Mask is moisturizing, hydrating, softening and revitalizing, as it is beneficial for rejuvenating skin that looks or feels dry, dull or tired. Like many skincare masks that are created and marketed for women, this one for men is versatile, since it can be worn for a short period of time and rinsed off or applied as an overnight treatment.
What Makes This Trend Stand Out
- Male Skincare
- Opportunity for developing skincare products specifically targeted towards men, challenging traditional norms of masculinity.
- Gender-inclusive Beauty
- Disruptive innovation opportunity for brands that challenge gender stereotypes by offering beauty products for all genders.
- Versatile Skincare Masks
- Innovation potential lies in creating multi-functional skincare masks suitable for both men and women.
Sectors Adopting This
- Men's Grooming
- Opportunity for companies to capitalize on the growing demand for skincare products tailored to men's needs.
- Beauty and Personal Care
- Disruptive innovation potential in creating inclusive beauty products that cater to different genders and challenge traditional beauty standards.
- Skincare and Cosmetics
- Opportunity for brands to develop versatile masks that address various skin concerns and cater to different consumer preferences.
