New eye creams are answering the top skin care concern for men

By Jo Allen | Published: 18-Apr-2024

Targeted eye treatments that banish dark circles and puffiness in an instant are trending, as brands see rising demand among men over 35

You need to be a subscriber to read this article.
Click here to find out more.


This article was originally published in the Male Grooming Trend Report. Receive your copy here.

The eyes may be the window to the soul, but for men’s grooming brands, they might just be the window to the sale.

When it comes to signs of ageing, tiredness and stress, the eye contour is the first area of concern, and as men increasingly embrace self care they are seeking results that banish dark circles and puffiness in an instant.

And brands are seeing the demand.

Men’s skin care brand ShakeUp has found in its consumer research that regardless of whether they are skin savvy or a novice when it comes to skin care, men will always mention their under-eyes.

“Even guys who don’t use soap or moisturiser ask if we’ve got something for dark circles,” says co-founder Jake Xu. “Men, especially Caucasian men in the west, seem to be obsessed with the eye area – they talk about it before anything else when it comes to their skin.”

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.

You may also like