If you’ve ever caught your partner “borrowing” your cleanser or moisturiser you’re not alone. It’s something I hear from many customers, and I must admit I love the fact that you’re sharing your Apothaka® goodies with family members! Many men have no interest in the marketing fluff (quite rightly) and reach for what actually works. And more often than not, that means Apothaka®’s thoughtfully formulated, barrier-supportive skincare.
So why are men (as well as women!) drawn to our range? And what should they actually be using? Let’s look at why skin barrier health matters just as much for male skin, and how to help the men in your life build a routine of their own (without stealing yours!).
Male skin needs skincare too
You’ve probably heard that men’s skin is tougher or lower maintenance. While it’s true that male facial skin tends to be thicker and oilier, it’s often neglected through a lack of routine or it may be exposed to harsh cleansers (or God forbid, even shower gel / soap to cleanse the face!) or inconsistent shaving routines that can disrupt the skin barrier.
What male skin actually needs is simplicity and consistency, but with substance (and to be honest, it’s not that different from what women’s skin needs too):
- fewer steps
- nothing overly glossy or complicated (and no pink packaging!)
- smart, effective products that address their needs (dry vs oily skin etc) rather than gender, and support healthy barrier function
If this sounds familiar, it’s precisely why your partner gravitates towards your Apothaka® skincare.
Why he’s pinching your products (and it’s not such a bad thing!)
Here’s just some of the things that men have told us they love about our barrier-friendly, supportive skincare:
- Texture: lightweight, fast-absorbing, and non-greasy
- Scent: subtle / neutral or fragrance-free
- Performance: skin feels hydrated, softer and nourished
- Simplicity: no 10-step routine or overcomplicated instructions
- Aesthetic packaging: gender neutral and suitable for all
With consistent use, what he’ll notice is that his skin feels and looks better. Less tight after shaving, fewer dry patches, flakiness or redness and improved hydration = better skin barrier health.
Common Skin Concerns for Men
Many men experience skin issues they don’t always talk about and may not connect to overall skin barrier health:
- Post-shave irritation and sensitivity
- Tightness, but with oily shine – usually a result of dehydration
- Redness around the nose or cheeks
- Sudden breakouts or issues with skin texture
- Flaky skin despite use of “normal” moisturisers
- Skincare products “collecting” in facial hair
In a lot of these cases, it most likely comes down to choosing the wrong products for their concerns. Aggressive / high pH cleansers (this includes using shower gel or soap) and inconsistent use of moisturiser and / or sunscreen will disrupt the skin barrier which will present themselves as the issues mentioned above.
How to help him choose the right skincare
Here’s how to steer him toward a routine of his own, without overwhelming him:
1. Keep it simple with 3 core products (this is no different for women’s skin!)
- Cleanser: something non-stripping that won’t leave skin tight. For oily skin, a gel-based cleanser like our gentle cleansing gel which is really popular with men, can feel more refreshing and ensure the skin is sufficiently cleansed but also hydrated
- Moisturiser: lightweight, fast-absorbing, with ingredients to hydrate and replenish the skin. Our skin quenching moisturiser is a best seller amongst men (and women!) as it ticks all these boxes. It’s also a great option for acne-prone skin. For drier skin, try our comforting moisturiser which is still lightweight but more lipid-rich / occlusive without any added greasiness
- Sunscreen: try to make this a daily habit, especially if they spend a lot of time outside as male skin also needs protection from damaging UV rays. Aside from skin feel, one of the biggest issues with getting men to use sunscreen regularly is that traditional lotion / cream sunscreens tend to “collect” in facial hair which discourages use. EVY sunscreen mousses are ideal in this sense – not only is it super lightweight, but it absorbs much more easily and as it sits in the top layer of the skin (unlike lotions which sit on top of the skin), it won’t build up in facial hair. It can also be applied to the scalp and provides very robust broad spectrum protection
If he seems unsure about using skincare, let him try a couple of your core products first for a few days. This may be enough for him to want his own routine (and his own products)!
2. Ignore the marketing
Try to choose products based on overall formulation, key ingredients and skin feel, not branding. Men’s skin doesn’t need special “men’s products”, it needs the right support, just like anyone else’s. Nothing irks us more than seeing the same formulations put into pink vs black packaging with a “for men” label slapped on it. It’s lazy marketing, encourages waste as you’re buying essentially the same products twice, plus it simply reinforces gender stereotypes, but that’s a whole other story!
3. Emphasise what really matters
Skincare isn’t just a cosmetic thing, it’s about promoting skin health which results in:
- less discomfort, itching and redness
- better resilience to cold weather or shaving
- minimising premature ageing from UV damage (which is largely avoidable)
- long-term skin health even with a simple routine
Healthy skin isn’t gendered
Healthy, resilient skin isn’t about gender, as male and female skin functions in much the same way. The skin barrier can’t distinguish between gendered labels on packaging; it just needs the right ingredients in the right formulation / texture and a little consistency.
So if your partner’s been pinching your skincare, that’s actually a good thing. You’ve got him interested and it just means that you’ve got great taste and he’s noticed!
Now is the perfect time to help him build a barrier-friendly routine of his own: one that supports his skin health without the marketing fluff, fear, or fuss.
Still have questions on what his skin needs? Feel free to contact our founder, Natasha for a personalised skincare approach that will meet their needs (or yours!): hello@apothaka.com.
