There was a time when a man with sunscreen in his bag or moisturiser on his shelf was a punchline, with taunts like “effeminate,” or the more pejorative “femboy”. Skincare was “for the ladies”. Men were expected to make do with soap, water, and good luck. But that narrative has finally expired.

Today, men are openly embracing skincare, and not in secret. They are posting routines on social media, exchanging product tips in comment sections, and joining conversations that were once reserved for women.

Men’s skincare is not taboo anymore. It is trending and fast becoming the new normal.

This shift is glaring. Men are no longer shying away from skincare. Scroll through Instagram or TikTok and you will find men talking about toners, reviewing moisturisers, and applying sunscreen with pride. It is now about self-care and confidence.

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Even brands have caught on. Skincare companies are now using male influencers, actors, and athletes as ambassadors. They are creating products that speak directly to men’s needs, from oil control, razor bumps and uneven tones. The shelves that once catered only to women now feature sleek packaging with bold lettering and clear labels: for men.

This is a reflection of a generation that has decided that healthy skin is not just feminine, but human. This wave of change is not only visible but also measurable.

The facts are clear

Globally, the men’s skincare market is valued at over US$17 billion and is projected to reach nearly US$40 billion by 2035, growing at an annual rate of about eight – nine percent. Women may still account for about 70 percent of skincare sales, but men are catching up fast, particularly in categories like moisturisers, sunscreens, and serums.

And right here in Nigeria, the numbers tell the same story. The country’s men’s grooming and skincare market is currently valued at around US$470 million, with steady year-on-year growth driven by young professionals and men in urban areas. The facial skincare market alone stands at over US$1.3 billion and is growing by nearly nine percent each year. More Nigerian men are investing in skincare products, especially cleansers, moisturisers, and sunscreens, thanks to social media influence, greater self-awareness, and easier access through e-commerce platforms.

Social media has been the game-changer. Hashtags like #MensSkincareRoutine, #SelfCareForMen, and #HealthySkinIsForEveryone now boast millions of views, filled with men confidently sharing their morning and night routines, making skin care routine for men look normal.

Interestingly, women have been some of the biggest supporters of this shift. Gone are the days when a man’s skincare interest raised eyebrows. Now, many women encourage it and even share their products and recommend brands.

Because it is not a competition. It is beautiful to see men caring for their skin not just to “look good for someone”, but because they have learned to care for themselves. Skincare has become a shared language of self-awareness, hygiene, and respect for one’s body that cuts across both genders.

This rise of men’s skincare is more than a beauty trend; it is a mindset shift. It challenges years of cultural conditioning that equated neglect with masculinity. For decades, men were told that self-care was a weakness. Now, they are realising that a clean, healthy face does not make you less of a man. On the flipside, it says you are aware, responsible, and confident enough to take care of what is yours.

So, yes, men are now using sunscreen. They are exfoliating, hydrating, and protecting their skin. They are walking into skincare stores with confidence and walking out with products that fit their routines. And society is not laughing.

Because the truth is simple: good skin has no gender. Take care of your skin. It is the first thing the world sees, and the last thing that should be neglected.

Meiza Nigeria