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.