Hello, guys! It’s finally your turn to reap the benefits of cosmetics and cleansers, a product category that historically has been designed for women. As more and more health-conscious males are trying natural and organic personal care products, smart companies are quickly turning their attention toward this largely untapped group. Take a look at the new face of guy care you’ll find on the shelves at your local natural retailer.
Manly and fun
Natural products across the board are bucking the granola-and-aromatherapy image with trendy ingredients and modern branding. W.S. Badger Company’s Navigator Class Man Care line hits on the steampunk and hipster movements with their beard oil and mustache wax made with organic beeswax and castor seed oil. Smell your best by spritzing on a natural scent, such as citrusy bergamot or earthy, smoky myrrh that are both rugged and refreshing.
We like Vermont-based Ursa Major’s products, which boast a mountain-man persona that evokes potency and purity. And check out U.K.-based Bulldog Skincare for Men’s loyal bulldog mascot, which promises no-nonsense natural ingredients. PRZMan products take male grooming to the next level with online “Manhood TV” and a range of lifestyle resources (sex intel, fitness, fatherhood) to help you “feel confident in your kingdom.” The short videos offer a tongue-in-cheek-but-still-cool-and-modern personality.
Simplified
Be real: Even though you care a little, you don’t want to spend more than a few minutes a day thinking about your face. (About half of men still wash their face with just water.) That means you probably don’t want dozens of choices for different conditions and skin types. Look for multiuse products—think two-in-one, three-in-one, or even four-in-one—and simple descriptions about how the stuff works.
We know wrinkles are on your mind, too (let’s face it: there’s a big difference between ruggedly handsome and craggy geezer). Supplement companies are wisely getting guys onboard with nutricosmetics—skin care from the inside out. The body’s production of collagen, the main protein that keeps skin looking smooth, declines with age (in both women and men). Youtheory’s newest line of men-specific collagen tablets are convenient for guys who want to maintain healthy skin without having to apply a cream or lotion.
Healthier
Since health and appearance are priorities, you want to learn more about the benefits of choosing natural—whether that means the food you put in your body or what you put on your skin. Keep this in mind: Opting for a high-quality natural face wash or moisturizer isn’t a matter of vanity—it’s part of a whole-body, health-promoting routine.
“[Male-targeted skin care] boils down to self-improvement,” says Bulldog founder Simon Duffy. “It’s the glue between men caring more about their skin, their appearance, their health, and their fitness.” To make your health a priority, look for options without potential toxins commonly found in beauty products—we’re talking additives, such as synthetic fragrances, parabens, phthalates, and sulfates.
Natural products to look for
Badger Hair Pomade
An instant hit from Badger’s new Navigator Class line, this hair grooming product boasts the USDA Organic stamp and is packed with moisturizing, sculpting babassu and coconut oils.
PRZMan Surface Warfare Shampoo and Body Wash
Brought to you by the self-proclaimed “Institute of Manhood,” this product exfoliates skin with white willow bark and nourishes with rosemary, chamomile, and green tea.
Ursa Major 4-in-1 Essential Face Tonic
Here’s a refreshing, masculine facial tonic that streamlines your regimen. The company also prioritizes natural ingredients sourced from small, sustainable farms.
