For years, skincare has been neatly divided into “his” and “hers,” two parallel worlds shaped more by sales and marketing than science. Brands have packaged their products to attract either a more feminine or masculine consumer, treating men as a simple, no fuss, one-size-fits-all market that promises no more than dark packaging and ease of use.
Women, on the other hand, are targeted with softer hues, layered routines, and the pursuit of the perfect complexion and glow. The message has been clear: skincare is gendered. But reality is far simpler and far more universal.
“Skin doesn’t have a gender, but skincare marketing does,” says Shannon Dougall, CEO and founder of SKIN Functional. “The needs of our skin, like cleansing, hydration and sun protection, are fundamentally the same for everyone.”
As the modern man changes, consumer behaviour shifts, and beauty standards become universal, consumers on both sides are questioning long-held assumptions and shifting away from gendered routines towards something more personalised and more effective in the pursuit of clear, healthy skin.
The ‘his and hers’ myth
While there are some biological differences between male and female skin, they are often overstated. On average, male skin is slightly thicker and may produce more oil due to higher testosterone levels, while female skin can be more prone to dryness or sensitivity due to hormonal fluctuations. These are broad generalisations and should be taken with a pinch of salt(and a scrub).
“A man can have dry, sensitive skin, and a woman can have oily, resilient skin,” Dougall explains. “The idea that all men or all women need specific products is a gross oversimplification.”
The concerns that most people experience are universal: acne, dehydration, sensitivity, hyperpigmentation, and the visible signs of ageing. These concerns don’t discriminate, and neither should the products designed to treat them.
If skin is skin, what should we look out for?
If gender isn’t the defining factor, what is? According to Dougall, it comes down to understanding your skin and your personal needs – including concerns, irritations, and baseline requirements.
“The only question to ask is ‘do I understand my skin type?’ and with this, what products and skincare routine actions you need to be doing daily,” she says.
Skin type, whether oily, dry, combination, or sensitive, plays a foundational role. But so do external and lifestyle factors. Climate, UV exposure and pollution all impact how the skin behaves, particularly in environments like South Africa, where sun exposure is constant.
Daily habits matter too. Stress, sleep and diet can all influence skin health, while routines likes having can affect the skin barrier and lead to irritation if not properly managed. “These are the things that should guide your routine,” Dougall notes. “Not whether a product is labelled ‘for men’ or ‘for women’.”
Check the ingredients – not Instagram
As consumers become more informed, there’s a noticeable shift away from branding and towards formulation. What’s inside the product is starting to matter more than how it’s marketed.“We’re seeing a move towards what I call ‘skin-tellectualism’. People want to understand the science behind what they’re using,” says Dougall.
Ingredients like niacinamide, hyaluronic acid, and salicylic acid are not designed with gender in mind; they are designed to target specific concerns. Niacinamide helps regulate oil production and refine pores; hyaluronic acid boosts hydration, and salicylic acid works to unclog pores and reduce breakouts.
Similarly, antioxidants like vitamin C help protect against environmental damage and brighten the skin, while ceramides support barrier repair and lock in moisture. “These ingredients don’t check for gender,” Dougall adds. “They respond to what the skin needs.”
Building a routine that works
Stripping away the noise of gendered marketing makes one thing clear: an effective skincare routine doesn’t need to be complicated, but it does need to be relevant. A simple, functional approach might include:
- A gentle cleanser to remove dirt and excess oil
- A targeted treatment based on your primary concern (such as breakouts, dehydration or pigmentation)
- A moisturiser to support the skin barrier
- A broad-spectrum SPF for daily protection
From there, additional products can be introduced depending on individual needs, not identity.
Ultimately, the future of skincare lies in personalisation, not categorisation. It’s about paying attention to what your skin is telling you and choosing products that respond accordingly. Because in the end, skin is universal and how we care for it should be too.
