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Cleansing the myths of male skincare


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Women openly recognise self-care and wellness as substantial forms of therapy in themselves.   Self-care is one of the rare spaces where women have always dominated the culture.   But the archaic rules about men’s skincare, wellness, and grooming are completely the opposite.  It goes against what society tells us is masculine.

Modern masculinity is so fragile because society tells men that they should be strong and stable providers. So when it comes to wellness, men don’t want to take care of themselves in a fluffy way because it doesn’t fit into their ideals of masculinity.

The self-care revolution is finally coming to men

The past couple of years have shown the start of a huge cultural shift around what’s “acceptable” for men, while we´re still far from destigmatising the different types of self-care for men.   Breaking down those barriers, even if they seem trivial in the larger scope of things, has the power to help men break free of social limitations.

And the market’s there.

For years now, brands have seen the market value in changing how they approach personal grooming and well-being for men.

To have the insight about men´s self-care and wellness, in this new shift of modern masculinity, we spoke to P.T., actor and not to mention Instagram sensation, Ludovico Gnutti.

1. As a model and influencer, do you think skin care ideally should be genderless?

Yes, but I think some products can certainly be more gender oriented. There are lots of different elements to take into consideration when it comes down to skincare, for example men have more testosterone hormone in their body and that can make skin thicker. But I can definitely see the industry moving towards genderless skin care products. At the end of the day it is what works best for you, whether the products are meant to be used by men or women.

2. There is a big stigma about men using beauty products beyond a good razor and shaving gel. Would you say men need to take equal care of their skin, as women do?

Absolutely. Everyone should look after their skin to have the best version of themselves. There is nothing to be ashamed about trying to look and feel better.

3. Are men as susceptible as women to skin aging?

I absolutely think men are more susceptible to skin aging and therefore should really take skin care seriously. I think men tend to live life a bit to the extreme compared to women... We drink more, we smoke more etc ... There is a reason why men live shorter lives than women. We tend to have less self-conciousness when it comes to health.

4. There are many men who aren´t confident in themselves. Would you say that, like in the case of women, this confidence would increase if/when applying products for a brighter and healthier appearance?

Confidence comes from within ourselves. You have to understand why you do not feel confident and what it is that you need to change in your life in order to shift that. Most of the time it can be a combination of things. Products that make you look brighter and healthier can absolutely help you feel better, therefore look AND FEEL more confident. It will help you trigger that feeling within you.

5. Would you agree that men are also susceptible to harmful elements in the environment, like harsh UV rays, pollution, cigarette smoke, alcohol, extreme climate changes?

Yes, I have noticed myself, living in London, that pollution plays a big role.  I really need to spend time to take care of my skin more than I would if I lived somewhere more remote. All these elements can deteriorate the skin and speed the aging process up. It is important to understand what is the real effect they can have on your skin and start finding solution to slow that process down.

6. What is your absolute ´must´ in your daily skin care routine?
  1. Cleanse
  2. Apply serum
  3. Moisturise



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Just as we blush at embarrassing situations and get goose bumps when we get excited, in the same way the emotional and psychic factor greatly affects the skin. Today we can find dermatologists with training in psychiatry and psychology. In addition to dealing with their patients’ skin problems, they practice talk therapies, even prescribing anti-depressants or anxiolytics. The result is a unique perspective when it comes to solving any skin problems.

Mind-skin connection is real.

Emotions manifest themselves particularly strongly when it comes to the skin. This connection begins in the uterus. This is because the skin and nervous system share common embryonic origin, i.e. the same cells form both the brain and skin, explains Josie Howard, a psychiatrist with experience in psychodermatology.

Every time we feel tension, we release cortisol, a hormone intended to be pumped only a few seconds. When cortisone is very high, it has many negative effects on the skin. Excess cortisol breaks down collagen, increases moisture loss, dilates blood vessels, causes inflammation, slows cell rotation and increases sebum production. This leads to wrinkles, dryness, irritation, opacity, breakouts.

Sleep is the best cure. While we sleep at night, cortisol levels are at no lower point, maximizing their repair capacity. Feeling serene or optimistic has similar effects to getting a good night’s sleep (that’s why when we’re happy we’re told we’re glowing). Sexual activity also benefits our skin, not only reducing cortisol, it also increases beta-endorphin like oxytocin, an anti-inflammatory molecule. 

Because skin and mind are so intertwined, psychodermatologists recommend a treatment approach of both ends. A chronic condition such as acne or eczema is usually exacerbated by stress, so we should apply anti-stress practices such as meditation, regular exercise, herbal teas, etc. to our beauty routine. María del Mar Aguilera Zuheros, Miss World Spain 2019 argues in her theory of skin psychology, which is the largest organ of our body and reflects clear evidence of our mood and health. The skin is a mirror of what we carry inside and it has been shown that the features of the face (including the skin) influence how we are judged by others unconsciously, or we make important decisions regarding a person based on their appearance, health status and skin (e.g. choosing someone among several candidates, voting for someone, choose someone for a job).

We explored this philosophy by talking to Miss World Spain 2019.

When you talk about the theory of psychology in skin care, could you further develop this interesting and almost unknown concept?

Of course, we all unconsciously judge people's health and care based on their appearance. Skin is one of those determining factors. More important than we thought, right? Not only does beautiful skin make us feel more attractive, it can also be decisive for us to be chosen in a job. So, let's take care of ourselves!

Since you won the Miss World Spain pageant, your daily life has evidently undergone major changes, for example, travelling frequently, many hours of flights, exposing you to major routine changes in meals, schedules, sleep, as well as strong climate changes. Have these changes influenced your skin?

Definitely any alteration in your daily life shows immediately in the face, the eyes, the skin, making every sign of fatigue, lack of sleep, etc, so evident.   And from the moment I started changing the routines in my daily life, I had to start taking care of my skin much more than before.

What do you do for skin care when you are out of your normal life, with so many changes mentioned above? Do you follow any plans to take care of it and keep it looking fresh, natural and healthy?

In photo shoots many long-lasting products are used, some of them are very aggressive for the skin, the most important in skin care is to remove makeup very well, soothe and moisturize it. 

It is common to hear that stress and anxiety are negative factors for the care of our skin, and that it can cause serious problems of acne, dermatitis, even psoriasis and skin allergies. What can you tell us about it, and how to avoid it?

Indeed, it is very common and there are also very few effective treatments that actually solve the problem beyond calming it down. As a solution I would recommend without hesitation, SQOOM XCential serums and devices, which acts as a regenerator of cells from the inner layers and is able to solve any problem in our skin.

What are the fundamental skin care products, which you say should not be missing in our beauty line?

A good makeup remover, tonic, moisturizer and SQOOM treatment along with its XCential Serums. There is no imperfection in the skin that resists to that perfect combination.

Many psychodermatologists claim that the notion of taking care of the skin without taking care of our inner state and psyche is not complete. You, as a psychologist and at the same time a symbol of international beauty, what is your opinion on this statement?

The face is the mirror of the soul, if we do not take care of our soul and mind, it will obviously be reflected in it.Everything is complementary, and we can see it ourselves with a special light on our faces when we are truly happy.


Good news, just at the start of the new decade! After 15 years of investment, development and global presence alongside successful customer relations and targeted results, we are proud to announce a new step in sustainability, quality and product improvement.

SQOOM meets OnMed

OnMed Oncology Medical Devices AB is a company operating successfully in the medical devices field for the past 10 years, providing cancer treatment devices (SENNEX ECT System) and Ultrasound Systems (SQOOM clinical).

SQOOM Germany and OnMed Sweden have jointly decided to take the next step of ‘The skin Revolution’ with a new company, SQOOM global AB, headquartered in Stockholm, Sweden.

All copyrights, knowledge of know-how, trademarks and SQOOM brand entitlements have been transferred into SQOOM Global AB from Schick Medical GmbH at the end of 2019.

SQOOM Global AB will continue the success of the past business and will lead SQOOM in developing advanced and sophisticated newer ranges of serums and technologies for the wellness/beauty and medical device markets. We are confident that you will see a stronger presence of SQOOM in future business opportunities.

An internationally experienced team are now behind the new company SQOOM global and with OnMed as a financial stalwart, investments and new developments are already in the pipeline.

The entire team is excited to continue SQOOM’s past success and to develop it into a worldwide market leader in physical treatment, the beauty sector as well as medical fields.

Products is now available to be ordered online so please our online shop and website for further information. We look forward to providing you with our services, once again.

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