Ep 385 – Men's Beauty Market

Summary

Podcast Summary: ASCP Esty Talk – Ep 385 – Men’s Beauty Market

Date: April 8, 2026
Hosts: Maggie Stasik & Ella Cressman

---

Overview

In this engaging episode, Maggie Stasik and Ella Cressman dive into the evolution and current state of the men’s beauty and skincare market. They explore whether men still represent a niche, how the younger generations are changing the market, the impact of marketing and product design, and how estheticians can best serve male clients. The conversation is candid, thoughtful, and frequently lighthearted, emphasizing the importance of treating skin—and clients—as individuals, regardless of gender.

---

Key Discussion Points & Insights

1. The Evolving Male Client

• Shift from Niche to Maturing Market
  • The men’s beauty market is no longer considered “emerging”—it’s maturing, with growing numbers of male clients (01:56).
  • “I would say the men's market isn't emerging anymore. It's maturing.” – Maggie Stasik (01:56)
• Loyalty & Compliance
  • Ella notes that her male clients are “some of my favorite”—they follow directions, value efficiency, and return loyally (02:21).
  • “They're not as convoluted with what to do, so they do comply a little bit more and then they're very loyal about returning.” – Ella Cressman (02:21)
• Changing Motivations
  • Older male clients were more reactive, addressing issues like acne or irritation.
  • Younger (Gen Z, Millennials) are proactive, focusing on prevention, long-term skin health, and are influenced by social media (02:44).

2. Social Media & Modern Influences

• Social platforms like TikTok and Instagram have normalized skincare routines for men, promoting acceptance and self-care beyond traditional gender norms (03:50).
• The rise of “biohacking” and a focus on longevity has entered the male skincare conversation (03:20).

3. Education & Simplicity in Product Choices

• Men frequently seek clarity and simplicity, generally less concerned with ingredients and more focused on straightforward solutions (04:19–04:49).
  • “They're not asking about niacinamide the same way a female client would.” – Ella Cressman (04:19)
• “Face wash for men” Google searches are up 177% year over year (05:30).
• Question remains: do men desire gendered products or just easy-to-understand routines? Hosts lean toward the latter but acknowledge the success of targeted marketing (05:30–06:51).

4. Gendered Branding & Consumer Behavior

• While “for men” branding still captures some buyers, the real driver may be perceived ease of use and pre-selected solutions (06:03–07:07).
• Many mainstream lines, while not overtly “for women,” still appeal mostly to women through variety, causing overwhelm for male shoppers (07:07–07:26).

5. The Gen Z & Gen Alpha Revolution

• Gen Z males are “acne literate, sunscreen aware, ingredient focused,” less swayed by traditional masculine/feminine packaging (09:00).
• The younger generation sees skincare as part of whole-body health, not just aesthetics (09:00–10:18).
• Personal anecdotes highlight how boys in puberty now seek advice willingly and embrace solutions unbothered by stereotypical “masculinity” (10:18–11:58).

6. Treating Men as Individuals

• Debate: Should estheticians treat men as a niche or simply as clients with skin?
  • Ella’s view: “People are people.” Some choose to niche (men’s skincare), while others treat based on need (12:24).
  • Marketing has trended away from overtly masculine or feminine messaging to more neutral, inclusive product design (13:37).
  • “Don’t have a men's facial on your menu and don't have... an old lady facial. Just have it as skin-oriented or really be particular and targeted.” – Ella Cressman (14:00)

7. Menu Design, Communication, and Trust

• Men are said to value efficiency and results, but it’s crucial not to stereotype—some may want spa-like pampering and advanced treatments (15:50–17:20).
• What builds the fastest trust? Listening and truly understanding client needs, regardless of gender (16:43).
  • “Listening. Hearing them, spending time understanding what they're really saying instead of what just what they're saying.” – Ella Cressman (16:43)
• Avoid assumptions—explain the “why” behind routines and treatments to generate buy-in from any client (17:20).

8. Opportunities for Estheticians

• Male clients can be a growth segment, but avoid artificial segmentation; focus on results-driven treatments and personalized care (18:22).
• Maggie summarizes: “For those who do see men or want to, there's a real opportunity to expand your client base and offer results-driven treatments” (18:22).

---

Notable Quotes & Memorable Moments

• “I think it's fair to say that these platforms like TikTok and Instagram, they've normalized male routines or men's skincare in a way that traditional marketing never did.” — Maggie Stasik (03:50)
• “I think the idea of customization works.… So here would just be another special thing.” — Ella Cressman on branding (07:41)
• “[Gen Z males] are less worried about the packaging and whether or not it is masculine or it isn't masculine.” — Maggie Stasik (09:00)
• “It was normal. It wasn't a challenge to his masculinity whatsoever.” — Ella Cressman, on advising her Gen Alpha nephew (10:18)
• “Don't have a ‘men's facial’ on your menu and don't have… an old lady facial… just have it as skin.” — Ella Cressman (14:00)
• “Listening is the most successful part of what we do.” — Ella Cressman (16:54)
• “Don't assume they want basic, don't assume they don't want the advanced treatments. Like they don't want a chemical peel… Just speak to them like you would anybody else.” — Ella Cressman (17:20)

---

Timestamps for Important Segments

• 01:56 — Market overview: Men’s market is mature
• 02:21 — Male client loyalty and approach
• 02:44 — Generational shifts in skincare motivation
• 03:50 — Role of social media in male skincare normalization
• 04:19 — Male client product education levels
• 05:30 — “For men” product trend and search data
• 06:03–07:07 — Gendered branding: success and skepticism
• 09:00 — Gen Z/Alpha: new attitudes, ingredient literacy
• 10:18 — Anecdote: Gen Alpha’s skincare openness
• 13:37–14:00 — Menu design and gendered treatments
• 16:43 — Building trust with clients
• 17:20 — Avoiding assumptions about male clients
• 18:22 — Opportunity for estheticians in male market

---

Conclusion

The men’s beauty market is not only growing but changing in its nature, with younger generations leading a shift toward education, prevention, and a less gendered view of skincare. Both hosts urge estheticians to treat men as unique individuals, focus on personalized outcomes, and not to rely on outdated gendered marketing or menu segmentation. The greatest results—and loyalty—come from listening, educating, and offering clear, effective solutions for all clients.

Transcript

[Sponsor/Advertiser]

Calendar gaps Clients skipping your highest margin Treatments Clients that never rebook Sound familiar? When you're running your own practice, money slips through the cracks because you don't have time to chase it all down. That's why we love Gloss Genius, the all in one platform that captures every booking and dollar with automated rebooking. HIPAA compliant charting, Buy now, pay later, low flat rate payment processing and more. Use code SD [e-mail] for 50% off your first two months. Gloss Genius More growth, less busy work Tyzo introduces two new photoceutical treatments infused with antioxidants and rich in benefit ingredients designed to restore health and rejuvenate skin. Perfecting Face Cream is a nourishing, multitasking rejuvenator in a feather light silky cream ideal for all skin types. Restorative Sleeping Mask hydrates and soothes instantly while supporting the skin barrier and fighting free radical damage. Both are 100% free of dyes, fragrances, oils and parabens. For a limited time, enjoy our introductory offer for professionals. Buy three and get one free mix and match available through tizopro.com.

[Maggie Stasik]

Hello and welcome to ASCP's SD Talk. I'm your co host Maggie Stasik, ASCP's program director.

[Ella Cressman]

And I'm Ella Cressman, licensed esthetician w sister, daughter and content contributor for asdp.

[Maggie Stasik]

Ella, we're talking today about the modern male client and for some estheticians, men are still a niche, but for others they're a fast growing segment. Yeah, either way, I would say the men's market isn't emerging anymore. It's maturing.

[Ella Cressman]

I would think that's very true.

[Maggie Stasik]

Are you seeing that shift in your treatment room? Do you even have male clients coming in or are you majority female clients?

[Ella Cressman]

I'm majority female clients, but I do have very loyal male clientele. They're they are, if I'm being honest, some of my favorite to address for a few reasons. One, they are there. They listen. They're not as convoluted with what to do, so they do comply a little bit more and then they're very loyal about returning.

[Maggie Stasik]

Yeah. So as far as what's changed over the years, I think the older male client, they often came more reactively. They either had acne or irritation or maybe there were shaving issues. But today's male client, especially Gen Z and younger millennial clients, they're thinking long term. So they're looking at prevention and skin health. Maybe they're having textural issues. They're also thinking about their aging trajectory and. And overall health of the skin. And they're also influenced by social media and their peers. So much like our female clients are.

[Ella Cressman]

Yes. And. But it's a different conversation. It's like if you want to be pretty, if you want to do this, you know, that seems to be the target. Or if you, you know, you have to stay looking young, which isn't dissimilar from the male market, but it's introduced in a different kind of way. The podcasts that say biohacking and what biohacking means, and then how they're addressing that with skin care. I mean, there has been that growing, like, men's only skin care, but the male grooming market has just really skyrocketed.

[Maggie Stasik]

Yeah. I think it's fair to say that these platforms like TikTok and Instagram, they've normalized male routines or men's skin care in a way that traditional marketing never did.

[Ella Cressman]

I think that's fair. Those are seeing people like them. Yeah. You know, the peer conversation versus targeted ads.

[Maggie Stasik]

Yeah.

[Ella Cressman]

Even though that's all really targeted.

[Maggie Stasik]

The male clients that you do have coming in, are they already educated or are they miseducated?

[Ella Cressman]

They're not educated the same way that the female clients are. They're aware of some things, but they're not asking about niacinamide the same way a female clan would. They might be asking about an eye cream, but not necessarily caffeine in an eye cream, you know? Yep. So general information, and I think that is good. My husband's a great example of it, too. He has a line that he uses. It's just for him. Now, listen, if you look at my bathroom, we have separate bathrooms. If you look at my bathroom, it's like so much stuff. We've talked about that before, how it's just kind of almost overwhelming. And then he has his bathroom. He has four things, and that is where he gets it. He places the order. I mean, I'm in skincare. I can get this stuff for wholesale, right? Nope. He pays full price because that's what he wants to do. And it's great and he loves it. And. But the other day, he did come into my bathroom. He's like, look. Look at this. Look at my eyes. Do you see? It's like dark circles. I'm like, oh, it was so cute. So, I mean, that's the kind of thing instead of like, I need something different, you know, I then slapped a caffeine eye cream or eye serum on and it fixed it, but different Right, Yeah.

[Maggie Stasik]

That leads me to my next question here. Are men still shopping for quote unquote for men? And there's this stat here, that face wash for men, this search face wash for men is up 177% year over year. That's really interesting to me. It's really telling. But my ultimate question is, do men actually want male specific products or do they just want clarity and simplicity?

[Ella Cressman]

I don't know. No idea whatsoever. I think there's successes in any line, so I think we can assume it's because all the other men are buying this manly line. Or it could be like, oh, there's four products in here. So I can text my husband and ask him. Maybe he'll text back before the end of this pod. I'm just kidding.

[Maggie Stasik]

I'm sure it's. It is. It's a big generalization. I'm sure every man is different. Ultimately, my feeling is I'm not convinced that men in general are specifically seeking out, you know, a manly product, all black packaging, something that's labeled specific for men. I think they're just looking for something that is simple, clear, benefits, straightforward. It tells you this is for this, this is how you use it.

[Ella Cressman]

I think you're onto it. I would assume the same. And I think the, maybe the motivation why they would pick a just for men line is because they're like, oh, they already know it's already done for me.

[Maggie Stasik]

Yeah.

[Ella Cressman]

You know. Yep.

[Maggie Stasik]

For men, that's for me. It says it's going to treat this thing. I guess that's what I need.

[Ella Cressman]

Yeah. And if we look at other traditional lines, it's not. This is not a four women's line, but there's three cleansers and there's serum for brightening and there's a serum for tightening and there's a serum for clarifying and then there's all these moisturizers and then there's four different SPF formulas. Like that's not uncommon in any line, right?

[Maggie Stasik]

Yeah.

[Ella Cressman]

And so it could feel overwhelming, like, just tell me what to do and I'm good.

[Maggie Stasik]

Do you think then gendered branding still works? Because you're saying all these other lines are not for women, but it's the women who are buying them.

[Ella Cressman]

Generally, I would say, do I think it still works? I think anytime you can niche, then you're going to find an audience and so therefore it would work. But if it's for gendered branding, I think it's a really sensitive topic to answer confidently. Yeah, do I think it works? I Think it, I think specialization works, I think the idea of customization works. And so anytime you feel like that, like a brightening line, a brightening line that focuses just on brightening works for people who are really concerned about wanting their skin to be brightened or they're like obviously super popular acne lines work really well because they're considered the special, the specialist in that area. So here would just be another special thing. But can you imagine if it came out like a perimenopausal line that would be a gendered one. But we see like we just talked about, you know the brand that came out for younger children. Remember that was like a couple months back that we talked about that. So I think anytime you have a specialty, most of these lines are just looking for differentiation. If we took em all and put em on a table and really evaluated these formulations, they would be more similarities than dissimilarities. But it's that who's like pick a team.

[Maggie Stasik]

There's studies that are saying the Gen Z male market is different. They're acne literate, they're sunscreen aware, they're ingredient focused, they're less worried about the packaging and whether or not it's, it is masculine or it isn't masculine. And you mentioned something earlier about men and grooming. And so for these younger generations, shaving for instance isn't a gateway into skincare. They're bypassing all of that and they're focused more on health of the skin. And we've talked many, many times about whole body health and so skincare is a part of that and they're jumping right into it, knowing their ingredient lists and caring for their skin. So they're entering more through skin longevity and enhancing their skin self care and when they see results they then commit and stay loyal. But I'm curious because you said men in general in your opinion are just, they are just loyal as a client base. They are loyal and I agree with you. You know my male clients always were loyal because they wanted an outcome, saw the outcome and then just continued to come. What is your take on all of that?

[Ella Cressman]

I think that's fantastic. I feel like Gen Z period just as the generation, they're a lot more you know, aware of skin care as opposed to like our generation came up, you mentioned sunscreen way more compliant or part of the norm for them. My nephew who would be gen Alpha, he's Gen Alpha. So cute. Okay, I hope he's never going to hear this. So he is having full on puberty, he's having acne and he's having breakouts. And he goes, you know, 50, 50. One week to his mom's, one week to my brother's house. And so it was such a hard conversation to broach, but he brought it up with me. He's like, you know, aunt honey, I'm having some issues. And honey, yes, me, super sweet. And honey, I'm having issues. And I was like, do you want advice? I was waiting for this, you know, I'm like, do you want some advice? And he was like, yes. We gave him a facial. It was normal. It wasn't a challenge to his masculinity whatsoever. I talk through what's going on with his body and why he's having those changes and how to adjust it because it's going to go up and down with his oil production and all that. He's also in sports, so I gave him some product. It was so cute. This weekend, we were at his wrestling tournament, and in his sports bag are the wipes that I gave him. I'm like, oh, cute right there. At a wrestling event, he has skin care. And by the way, they were, I guess you would say, gen. They were actually gender. Gender neutral by traditional standards. They were in a green package. Yeah. But I don't think it would have changed if it was in a pink package or things that are traditionally seen as feminine. For him, he just wanted to, like, have relief.

[Maggie Stasik]

Yeah. He wants a result. And he's listening. Yeah. So for estheticians, I think they have real opportunity.

[Ella Cressman]

And.

[Maggie Stasik]

And before we discuss that, I want to ask, because we rarely talk about men as a niche opportunity. Do you think it truly is, or do you think it's just one of those things like people are people, and either men are going to come in or not come in, and you treat skin as skin.

[Ella Cressman]

That's the way I approach it. People are people. But I do know that, like Lachelle Yuli, we've had him on the podcast last year. He focuses on men's skincare and then a very specific niche in the men's skincare market. I feel like that is great because you're normalizing the conversation to what you. A point you made before about social media and influence and seeing themselves in these reels or posts and things like that that it normalizes. I think that can be important. And I think it's also okay if your specialty, like mine, is corrective skincare or if your specialty is relaxing skin care. You know, I think that you can still include everybody, but I. So I Think there's opportunity. Yes. And also like in. In either shoebox. Yeah.

[Maggie Stasik]

Alternatively, is it a missed opportunity? Because I think you can look at the esthetics industry and very easily make the argument that all of the marketing, all of the messaging is geared towards women. Or at the very least it's very feminine and so do men feel like it's not speaking to them and therefore they don't do it.

[Ella Cressman]

I think what we've seen in packaging, in marketing is a shift to neutrality. Brand opportunities that aren't masculine or feminine in their packaging, their messaging isn't masculine or feminine. It's very much, you know, devoid of gender. And I'm thinking of one product line specifically that's like white with gold and black on it. And that's pretty, you know, it's pretty. But it could also be seen as new. I think it's neutral. So I think there's a lot more availability of those things. Do I think that niching for the male population is a missed opportunity? I guess I would just depend it is going to be what you're going to make it. I think that it grosses me out when I see this kind of anti aging facial, acne facial, brightening facial, men's facial. And then also what kind of grossed me out or it's like, ugh, it made me roll my eyes. Was seeing in a textbook, like a specific call out for men's skincare because there are differences, but it was just put into a box that made it think, oh, well, men's skin is just thicker, they can handle more. And this is how you're always going to treat it and you're always going to think about this and you're always going to think about that. And I was like, that's not my experience whatsoever. That is not my lived experience. And so I think, I think you should not do any of that. Don't have a men's facial on your menu and don't have like an old lady, you know, facial on your thing and don't have like a. You know what I mean?

[Maggie Stasik]

Can you imagine people have old lady facials on their menu.

[Ella Cressman]

It's like wink, wink and you know, aging. Yeah, yeah, yeah. This is, oh, geez facial. So I think just have it as skin or, you know, really be particular and targeted.

[Maggie Stasik]

Yeah. So at the start of this conversation we were saying that men are valuing efficiency, results, direct communication. And if we are then saying don't segment your menu for the men, is it true then that maybe men don't value certain Things differently from women or if they do, maybe our menu should spend speak to both genders.

[Ella Cressman]

I think that's the best bet. Like just neutrality, just being neutral. And speak to skin specifically speak to condition. This is my opinion. There's this one head spa here in town. They are very specific. They are very much catered to the feminine market. Love it. And I think that's very successful. What I've seen success with is being for me personally is like, like concentrating on skin specific or procedure specific and how that benefits the skin period, whom, whomever you are.

[Maggie Stasik]

I think it is fair to say that men probably aren't going to use like a, a 12 step routine layering all their serums and their creams. They want quick, they want efficiency. That's true. They do need a. Why they do need an outcome. Timelines are important. In your opinion with your male clients, what builds trust fastest or regardless if they're male or female, what is building trust fastest?

[Ella Cressman]

Listening. Hearing them, spending time understanding what they're really saying instead of like what they mean, instead of what just what they're saying. Does that make sense?

[Maggie Stasik]

Yeah.

[Ella Cressman]

So goes back to the consultation. It's one of the most important. No matter how old you are, listening is the most successful part of what we do.

[Maggie Stasik]

Yeah, I couldn't agree more. I think that there are some estheticians out there that are not hearing what the client's wants are and instead performing what they think the client needs. And there's a disconnect there. And that's where you're losing the client.

[Ella Cressman]

Absolutely. I think we assume. Right. You just mentioned that men don't want this and men don't want that. You mentioned like a 12 step routine. I don't think it's like they do or don't want it. I think that they just need to understand why they need it and then they're all about that life. And some may want, you know, a little bit more. We can't assume that they're men and so they've got a beard and so we're going to give them, them roughed up, you know, treatment when they come in. They might want the relaxing music, they might want the full spa experience. So I would say don't assume they want basic, don't assume they don't want the advanced treatments. Like they don't want a chemical peel, don't undersell prevention and then don't soften your language too much. I think that is important. And then just speak to them like you would anybody else. Here's how prevention works. Here's how aging works. Here's how we should do it for you based on what you need.

[Maggie Stasik]

Yeah, for many estheticians, male clients are still a niche and that's a okay. But for those who do see men or want to, there's a real opportunity to expand your client base and offer results driven treatments. Listeners, we want to hear from you. What's your take on the male client in the treatment room? Share with us on social media through Instagram, Facebook or by emailing getconnectedcpskincare.com thank you for listening to ASCPSDtalk and as always, for more information on this episode or for ways to connect with Ella and myself, or to learn more about ascp, check out the show Notes Foreign.

[Sponsor/Advertiser]

Looks Bright and Beautiful the Massage Envy brand is focused on helping people not only feel their best, but also look their best. Would you like the opportunity to make a positive difference in your clients lives every day while growing your career in a supportive, nurturing environment? Join a welcoming team of like minded professionals at a Massage Envy franchised location near you. Visit massagenv.com sdcareers for more details and to apply today.