Historically, men have been a hasty after-thought in the skincare industry. An unfortunate combination of stereotypical gender roles, biased marketing strategies and scarcity in product options left men on the parameters of this $445 billion industry. The dynamics are quickly changing, however.

According to Mintel, a London-based market research firm, 58% of men ages 18-24 and 63% of those 25-34 say they use a facial moisturizing product. Men now account for a very large market in the skincare sector, driving retailers and brands to creatively accommodate this demand.

So whether you’ve been riding the skincare train for decades or new to the game, you might want to consider these 5 common skincare myths:

Skincare is for women only: FALSE

We really need to kick those socially-constructed gender expectations out the door. It’s 2019. Exfoliating scrubs can unclog your pores and prevent ingrown hairs. Also, dry skin ages faster, especially around the eyes and mouth.

Oily skin doesn’t need moisturizer: FALSE

When your skin’s pH level is unbalanced you produce excess sebum, your skin’s natural oil. To balance your skin, use an alcohol-free witch hazel toner twice a day and follow with a light oil to moisturize. I know.. I said “oil” but before you freak out, hear me out. Ever notice the more you wash your hair the more oily it becomes? Your scalp overcompensates by producing more oil. Same with your skin. I highly recommend a jojoba oil which is closest in structure to your own natural sebum.

Sunscreen is for the summertime: FALSE

Ultraviolet radiation is not blocked by clouds. Use a daily moisturizer with at least 20 SPF. If you’re not a fan of the white, starchy sunscreen try a serum with raspberry or carrot seed oil which has a natural SPF of 25-50.

I shouldn’t use my girlfriends moisturizer: FALSE

For a long time, the beauty industry has worked to the most stringent of gender divides but if you notice, there are no gender-specific skin problems! While hormone and testosterone levels give the skin different structure, we all experience acne, dryness, oiliness, redness, sensitivity, wrinkles and dullness. So what does this mean? I encourage you to look for products based on skin-type not gender. If your partner has similar skin as you then go ahead and use that lotion and save yourself some counter-space.

I can find a good skincare product at the grocery store: FALSE

Ah, please please trust me on this. Unless you’re shopping at Whole Foods or at your local green coop, avoid the generic supermarket. 99% of the products there are filled with synthetic chemicals, preservatives, artificial fragrances and a lot of other garbage. Opt for clean, plant-based brands such as Earth In Bloom where you can pronounce all the ingredients on the label.

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