Essential Beauty Rules for the Modern Man

Men are typically known for their minimalist approach to skincare and haircare. A 2-in-1 shower gel and shampoo? Done! But times are changing, and many men are beginning to understand the importance of self-care as a key factor in success. A well-groomed man not only appears more attractive but also more presentable. It’s time to say “no” to the stereotype that men shouldn’t take care of themselves!

Olga Kudalenkina, Cosmetologist and Dermatovenereologist, Head of the Koderm Cosmetology Center

Is male skin different from female skin? Absolutely!

More and more men are realizing that male skin requires just as much care as female skin. This care must consider the differences, primarily hormonal. Due to higher androgen levels, male skin is often combination or oily, with more active sebaceous glands than women.

Men’s skin is thicker and denser, often prone to inflammation and irritation from daily shaving. Acne tends to be more severe, leaving noticeable marks. Male skin has more collagen, providing greater elasticity. This means wrinkles appear later in men. However, due to stronger facial muscles and thicker skin, wrinkles are deeper and more pronounced, especially on the forehead and around the eyes.

These characteristics explain the fundamental differences in male skincare and the approach to choosing beauty products.

Home Facial Care for Men: Cleansing + Toning + Moisturizing

Basic home facial care is essential for men, just like women. It should consist of three main steps: cleansing, toning, and moisturizing.

Men should wash their faces in the morning and evening with a cleansing gel or foam for oily and combination skin, or a cleansing milk or emulsion for dry skin. After washing, it’s important to use a toner to soothe the skin and restore its pH balance. The key is to choose an alcohol-free toner!

Important! Never wash your face with soap. Soap contains alkali, which can cause severe dryness and dehydration.

After cleansing, apply a daytime moisturizer in the morning, such as a gel, cream, or fluid (the texture depends on personal preference and skin condition). In the evening, use a night cream, as the skin is more receptive to active ingredients at night. The purpose of a night cream is to activate and accelerate skin renewal processes. Therefore, night creams are usually richer and more nourishing than daytime creams. However, if you simply need to moisturize your skin, you can use the same cream as in the morning.

When choosing cosmetics for men, it’s important to consider skin condition and age. In youth, skin is predominantly oily, suffering from inflammation and frequent shaving. Ingredients that regulate sebum production, as well as anti-inflammatory and soothing substances, can help. Examples include fruit acids, green tea extract, olive leaf, aloe, and barley malt. Lotions and peels with AHA acids can reduce sebum production and comedones. However, avoid using these products immediately after shaving to prevent further irritation.

Men are fortunate: they can start using anti-aging products later than women. With age, testosterone levels decrease, skin retains moisture less effectively, and gravitational ptosis (sagging skin) occurs, making other signs of aging more noticeable. At this stage, look for products containing moisturizing and anti-aging ingredients, such as hyaluronic acid, omega-3 and omega-6 fatty acids, vitamin C, and peptides.

Home Hair Care: More Than Just Shampoo!

Hair care is essential for men to maintain their image and appearance. Following basic recommendations can help prevent dry scalp and hair, as well as dandruff.

To choose the right shampoo, determine your hair type. If your hair gets greasy quickly and requires daily washing, opt for a shampoo for oily hair. If your hair is dry, choose a shampoo for dry hair. For longer hair, consider using a conditioner and hair masks to prevent split ends.

Home Body Care

If you have no skin issues, you might not need any products. However, if you experience dryness and flaking, use a body cream 1-2 times a day. And if your partner appreciates a well-groomed man with smooth, fragrant skin, consider using a scented body cream.

Cosmetology Procedures for Men

In the past, visiting a cosmetologist was considered shameful and unacceptable for men. Today, however, attitudes have changed, and a visit to a cosmetologist is seen as a sign of grooming and respectability.

Given the increased sebum production and tendency for breakouts, men should pay attention to procedures such as facial cleansing, peeling, and comprehensive cosmetic care.

Men want quick, effective results. In recent years, injectable procedures have gained popularity for correcting forehead and eye wrinkles using botulinum toxin, nasolabial folds, under-eye circles, and volume modeling with hyaluronic acid-based fillers. Treating excessive underarm sweating is also relevant. These procedures are one-time, with effects lasting an average of six months to a year, which suits modern men.

Should Men Use Decorative Cosmetics?

Fedor Evdokimov, International Eyelash Extension Champion, Owner of the Fedina Beauty Studio, an all-male team, @fedor.evdokimov

Whether men should use decorative cosmetics is a complex and controversial issue, surrounded by gender stereotypes. In my professional life, I often encounter such problems. But honestly, I use cosmetics because it helps me look my best. What do I use in everyday life? Here are the top products that all men should consider, especially if they have skin issues.

BB Cream and/or Concealer: Why are they needed? I’m 35, and I still get pimples sometimes. To make a good impression on women, I reached for a concealer at some point. Age, under-eye circles, and an unkempt appearance after a wild night can also be hidden with this “thing.” Trust me, sometimes it’s better to have traces of foundation noticed than the aforementioned issues. If you have more significant facial problems, you can replace the concealer with a BB cream.
Eyebrow Gel: A man conquers with his open gaze and charming smile. But when your eyebrows are almost resting on your cheeks, your chances of attracting the opposite sex significantly decrease. After combing your hair, style your eyebrows with a special gel. And you’ll be one step closer to success!
Lip Balm: Whether it’s a date with a woman or an important meeting, it’s better not to have “flakes” on your lips, which draw attention and create an unfavorable impression of your appearance.

Men, don’t be shy to use cosmetics, as they will make your appearance more neat and presentable! Be handsome without any prejudices!

Text: Irina Ivlieva

For more information on men’s grooming, visit GQ’s Grooming Section.