Men’s skin care products are undergoing a massive transformation. For decades, basic hygiene and a few shaving products marked the extent of the masculine grooming regimen. Today, men demand a myriad of options for skin, hair, and body. A proliferation of categories and brands are targeting the male consumer as they tap a promising segment of an evolving market. Those that find the right combination—such as US-based wellness company Melaleuca—are pulling ahead.
Have you heard of Melaleuca products? If not, you may be missing out. Based in Idaho but distributed globally, Melaleuca is regarded among its club shoppers for a large portfolio of wellness products inspired by nature, formulated with natural ingredients and cutting-edge scientific solutions. While relatively unknown thanks to its word-of-mouth-only marketing model, this 37-year-old company is no small potato. In fact, Melaleuca generates well over $2 billion in sales every year drawing on the power of approximately 2 million shoppers who shop every month.
WHAT IS MELALEUCA?
Melaleuca began as an eco-friendly company, offering eight effective cleaning products free of chlorine bleach and other harsh chemicals, powered by natural Melaleuca alternifolia oil, native to Australia. Those original eight products launched a journey that has now spanned more than three decades and influenced a new generation of consumers seeking nature-based solutions for their personal health and wellness.
Melaleuca products aren’t available anywhere other than their own direct-to-consumer website: Melaleuca.com. That’s being shared more and more as Melaleuca continues to innovate with a selection of eco-friendly health, home, and wellness solutions.
An expanding market
Today, thanks to the recent launch of a new product line, Melaleuca: The Wellness Company is positioned to capture a share of the market that has been seeing unprecedented growth: men’s skin care.
The market for men’s skin care products is projected to reach $18.92 billion by the end of 2027—currently the world’s fastest-growing personal care segment.
Getting ahead of the curve, consumer product manufacturers like Melaleuca are focused on developing novel products to ride this new wave of natural men’s skin care. Melaleuca has also doubled down on its use of natural ingredients, streamlining product packaging, making positive environmental changes, and enhancing health and nutrition for consumers.
MEN’S SKINCARE: WHY IT’S RELEVANT
So why the sudden interest in men’s facial products? While men historically haven’t been great at taking care of their skin, a monstrous shift is underway. Melaleuca products such as Alloy Men’s Skin Care have entered the scene. Guys are noticing that with a commitment to a simple routine, they can reduce the appearance of fine lines and wrinkles, smooth rough texture, and keep their skin looking its best at any age. It’s a trend driven in part by vanity. But keeping skin young and vibrant has clinically documented health benefits as well.
Supply meeting growing demand
Men’s skincare is a standout subcategory. Brands such as Melaleuca are reacting to this opportunity with male-targeted skin care lines that specifically address men’s facial concerns, including signs of aging, razor burn, rough texture, and dullness.
The search for common-sense quality
Cultural norms aside, the data shows that quality brands with straightforward and authentic messages have a track record of success with male consumers. Investment in quality-focused brands like Melaleuca is active, with an increase of 17% of men now engaging actively in their hair and skin care choices.
Men take skincare into their own hands
A recent survey of U.S. consumers reveals that COVID-19 conditions prompted 26% of all males to purchase their own skin and hair care products versus having a significant other purchase for them. This data favors companies like Melaleuca that offer direct-to-door delivery service.
Protecting natural enzymes
The skin barrier is the first line of defense for health against environmental aggressors, like pollution and UV rays. It’s also responsible for keeping skin hydrated and protected from irritants. When the skin barrier is damaged, it can lead to dryness, redness, and inflammation, which are not only unsightly but also detrimental to a man’s health.
The skin barrier is one of the most important aspects of skin health. It acts as a shield, protecting the body from the environment and preventing bacteria and other organisms from entering and causing trouble. When skin is damaged, health is at risk.
Maintaining a healthy skin barrier:
- Protects from bacteria, dirt, environmental pollution, and damaging ultraviolet sun rays
- Acts as an external filter to indicate if something is hot or cold, soft or hard, sharp or dull
- Regulates body fluids and temperature
4-STEP SKIN CARE REGIMEN for MEN from MELALEUCA
STEP 1. No Grit, All Glory | Alloy Calming Face Wash
Melaleuca developed Alloy Calming Face Wash specifically for men’s thicker skin. Not only does this face wash effortlessly remove dirt and excess oil, but it also exfoliates and helps to open pores, better preparing skin for the rest of the regimen, contributing to total skin health.
Pro tip: Cleansing with Alloy Calming Face Wash helps lift facial hairs and removes buildup to allow for a closer, more even shave with fewer ingrown hairs.
STEP 2. Set the Tone for the Whole Routine | Alloy Cooling Face Tonic
Think of toning as a way to reset skin after cleansing and shaving. As the second step in the daily routine, Alloy Cooling Facial tonic helps reduce excess oil, rebalance skin, and minimize the appearance of pores while providing an instant cooling sensation.
STEP 3. It Takes a Firm Hand | Alloy Tightening Facial Serum
Did you know that man’s skin shows the appearance of age slower than a woman’s? Men’s skin is 20% thicker and twice as oily—ultimately leading to fewer wrinkles over time. But more and more brands are asking: how much slower would your skin age if you actually took care of it? Melaleuca’s lightweight, potent, and fast-absorbing Alloy Tightening Facial Serum is specifically engineered to deliver beauty and work with men’s skin to improve visible firmness, elasticity, and skin texture.
STEP 4. Moisturize Like a Man | Alloy Mattifying Moisturizer
Skin is exposed to wind, sun, dry air, and environmental chemicals every day—which means it’s fighting to keep you safe (and taking the brunt of the effects). As you age, the health of your skin is slowly compromised, losing moisture, contributing to irritation and signs of wrinkles.
The hydrating ingredients in Melaleuca products help repair this damage and increase skin health, making skin more resilient against daily challenges. Alloy Mattifying Moisturizer uses specialized ingredients to hydrate while reducing the appearance of excess shine. This is the power of Melaleuca products: they protect and enhance.
MELALEUCA PRODUCTS DELIVER on QUALITY
As consumer product manufacturers watch the growth of the men’s skincare category, Melaleuca stands as an example of product innovation and diversification. Melaleuca products are packed with more natural ingredients at efficacious levels to drive performance—a principle that should keep this growing Idaho company at the forefront of the men’s beauty and personal care revolution for years to come.
Visit this site for Melaleuca reviews and discover why millions of customers shop monthly.
This content is brought to you by Shahbaz Ahmed
Photos provided by the author with written permission from owner Netsol Backlinking.