In 2022, more men are looking after their skin than ever before, with a 2.2 percent market growth predicted for the year ahead. Gone are the days when it was considered taboo for a man to so much as mention moisturiser, and since the initial coining of the term ‘metrosexual’, which described an emerging breed of men who liked to take care of themselves back in 1994, we’ve come on in leaps and bounds.
These days, it’s not only no longer unusual for a man to invest in his skincare and haircare regime or to pay closer attention to his health, but for the Gen Z male, completely expected – and on the whole, men are enjoying a new-found level of freedom to indulge in the process without fear of judgment.
But despite these developments, which for many have been a long time coming, the existing skincare industry is still largely aimed towards women, with men’s options thin on ground and offering little variety. And add to that the fact that many men still feel they are expected to ‘tough it out’ and simply make the best of what is available to them – no matter how basic or, at times, overwhelming – and it’s clear that we’re still not quite where we should be.
Nevertheless, all that could be about to change thanks to premium men’s skin, hair and bodycare brand, Lumin – which has been making waves for all the right reasons since launching in 2018 thanks to its refreshing approach to the topic. Creating a space where men can use skincare in a way that feels simpler and more masculine, its products are designed to empower men to take ownership of their skin health and serve as an example that seeking out help can lead to an improved quality of life.
An essential line of high-quality and impactful yet simple skin, body and hair products for the modern man, the brand has curated a carefully-considered line-up that offers only what men truly need, eliminating the fluff that can often leave us feeling confused and overwhelmed by what is available, and what we actually should be buying. Form-factors aim to make usage understandable and easy, and everything comes in elegantly masculine packaging, alongside fun, male-orientated content to make for a disruptive brand that has already won itself a legion of loyal fans thanks to its humorous yet no-fuss approach to skincare, haircare and body care.
The brainchild of founder Richard Hong, the Lumin brand came to life after he began to take an interest in his own skin health and found himself immediately faced with an overwhelming industry made up of buzzy ‘superfood’ ingredients and confusingly complex 10-step skincare routines that were all designed for women.
Immediately, it became clear to him that there was a gap in the market for a brand that could provide premium, high-quality products in a simple and user-friendly manner, all whilst demystifying the skincare process for the modern man. Enlisting the help of his long-time friend, Darwish Gani, together, the pair set about bringing their vision to life, making use of their shared, user-driven philosophy and applying it to this forward-thinking approach to skincare for men.
Seeking out the highest-quality and most effective ingredients as a starting point, slowly but surely, the brand began to come together. From formulations to packaging to shopping experiences and beyond, the idea was to provide men with all of the good stuff, without any of the fuss – and through Lumin, Richard and Darwish have succeeded in doing just that.
“Lumin was created with the modern man in mind – the man who refuses to succumb to old-school bro-bible philosophy; the man who wants to look his best; the man who knows he is deserving of something high-quality and uniquely his own,” says Richard.
“By putting him first, we’ve created a line of simple-but-impactful, shelf-worthy skincare products and routines that meet men where they’re at.”
The brand’s recent Mansplainer campaign has garnered it plenty of attention of late, taking a humorous and tongue-in-cheek approach to simplifying skincare for the modern man. While the term ‘mansplaining’ typically refers to the patronising and overly-simplistic manner in which men can, at times, explain topics to women, the campaign flips this idea on its head, and is centred around the breaking down of the complex and confusing world of skincare via a man-to-man dynamic.
“Modern men tend to prioritise their wider physical wellbeing, but ignore their faces – so whilst they might spend plenty of time out running or at the gym, they are ignoring one of their most important features, and the first one that people see when meeting them,” says Richard.
“What’s worse is that even now, despite the developments we’ve seen over recent years, many men still have this outdated notion that skincare is just for women. We want to de-stigmatise and normalise skincare for men, and that was the idea behind the ‘Mansplainer’ campaign.”
How so? By explaining the topic to men in a way they understand. Using a series of 90, 30 and 15 second videos across their social media channels and website, along with social snippets and still images, segments like ‘Mansplained in the Mirror’ and ‘Your Girlfriend Gets It’ introduce the likes of cleansing, exfoliating and moisturising in a way that makes sense to men, so that they no longer come across as rituals that only have benefit to women.
As societal norms continue to evolve, Lumin is seeking to take men on their own journeys toward self-actualisation, because both Richard and Darwish know from personal experience that the man who cares for himself can show up as his best self for everyone else, too.
The stresses and strains of the past two years are certainly showing on some of our faces at this point, so there’s no denying that we could all do with a little help in the skincare department – and Lumin, it seems, has got us covered.
