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.