The skincare wave has redefined nighttime routines globally. Screens are out, sheet masks are in, and we’re all for it. Men who once relied on a single face wash for everything now speak fluently in ‘SPF’ and ‘niacinamide,’ having swapped that one bottle for a full C-T-M routine, with a serum to boot.
The modern male client is simply more informed than he was a few years ago. According to Dr Shilpa Patil, Consultant Dermatologist and Cosmetologist, and Director, Ethoski Cosmetology Clinic, “Social media, dermatologist-led content, and easy access to information have made them curious.” She notes that Gen Z, in particular, is eager to experiment with products, often influenced by what’s trending.
CONSULTING MALE CLIENTS
Dr Patil’s approach is rooted in simplicity because, for most first-time clients, an elaborate routine feels less like self-care and more like a chore they are unlikely to maintain. Her advice to salon professionals begins with listening. Understand the client’s concerns, lifestyle, and current habits before recommending anything. From there, build a simple routine they can realistically follow every day, centred around the essentials: a gentle cleanser, moisturiser, and sunscreen.
The real skill, she believes, lies in translation. “It’s about breaking down what each product actually does in plain, relatable language rather than reaching for technical jargon.” That shift transforms skincare from something intimidating into something approachable, making it far easier to build trust.
PREVENTION IS THE NEW PRIORITY
In her practice, Dr Patil most commonly treats acne and acne scarring, pigmentation, enlarged pores, oily skin, razor bumps, and early signs of ageing linked to lifestyle. These concerns are driving a growing interest in preventive skincare among male clients. She has seen increased demand for hydrafacials, laser treatments, and skin boosters as more men seek to maintain healthy skin before concerns become more difficult to address.
Hair health is also becoming part of the conversation. Environmental stress, poor lifestyle habits, and genetics are contributing to thinning hair, leading more men to explore treatments such as hair boosters and red-light therapy.
WHERE SALONS CAN MAKE A DIFFERENCE
While social media has made skincare information more accessible, it has also made it more confusing. Clients are constantly exposed to influencer routines and viral ingredients, creating the impression that every new launch is essential. This is where salons can add real value. By helping clients separate facts from trends, professionals can identify genuine skin concerns and recommend ingredients and treatments suited to individual needs rather than social media algorithms.
Dr Patil also cautions against overpromising. Claims of permanently shrinking pores, delivering instant transformations, or guaranteeing perfect skin may win a sale, but they quickly erode credibility. Honest advice and realistic expectations create far stronger, longer-lasting relationships.
THE IN-CLINIC, AT-HOME PARTNERSHIP
Professional treatments deliver visible improvements more quickly, while a consistent home routine helps maintain those results between appointments. For most men, a simple three- or four-step regimen strikes the right balance, easy enough to follow consistently without becoming overwhelming. “I always explain to patients that professional skincare treatments and home care go hand in hand, and it’s the best combination,” she admits.
However, there is a fine line between recommending products and selling them, and Dr Patil is careful not to cross it. Retail should only become part of the consultation when a client genuinely needs a product, accompanied by a clear explanation of why it is suitable and how it works. As she puts it, “Trust is more important than selling products.”
When recommendations are based on expertise rather than sales targets, clients are far more likely to follow advice, return for future consultations, and invest in products that genuinely benefit their skin.
RESULTS TAKE TIME
Healthy skin is built through consistency, not quick fixes. Pairing topical skincare with balanced nutrition, regular exercise, adequate sleep, and healthy lifestyle habits produces the best long-term results. For salon professionals, this means guiding clients with patience and setting achievable expectations from the outset. Dr Patil often documents progress with before-and-after photographs, giving clients tangible proof of how consistent care pays off over time.
Her advice to salons is simple: “Educate people with knowledge. Share realistic expectations with them and never make false promises. Always give expert opinions.”
As men’s skincare continues to evolve, salons have an opportunity to become trusted advisors rather than just service providers. Honest consultations, personalised recommendations, and realistic guidance can help clients navigate an increasingly crowded skincare landscape. After all, most people are looking for expert advice from someone they trust to help them feel more confident in their own skin.
PRODUCTS DRIVING THE MEN’S SKINCARE CONVERSATION
• Sunscreen, and how SPF actually works
• Niacinamide for pigmentation
• Vitamin C and glutathione for brighter skin
• Retinol for early signs of ageing
• Hair concerns, including thinning, hair fall, and alopecia