Men So Pretty

When 40 is the new 50 and supermarket tabloids point out any imperfections in celebs—male and female—it’s no wonder the anti-aging trend is driving growth in the personal care category. Increasingly, that’s translating into men’s products, according to Nick Morante, writing for SpecialChem4Cosmetics. Hair care was the first frontier, but cosmeceutical, color cosmetic and skin care products addressing men’s specific needs are making inroads.

Companies are promoting men-centric anti-aging creams designed to enhance skin hydration or eye creams to address puffiness and dark circles around the eyes. Formulators are using botanical extracts as well as well-studied ingredients such as collagen, elastin, alpha-lipoic acid and vitamins to help fight oxidative damage and repair damaged skin. And product claims aren’t shying away from helping men address wrinkles and fine lines, tapping into men’s growing seriousness about skin health and grooming.

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