For concept stores
A men's skincare corner built from a unisex range
Short answer
Start a men's corner with four steps, not a men's brand: cleanser, light hydration, SPF and one eye product. Commercial terms are available in your trade account once your business is verified.1 Endless Pure offers an attractive margin up to 50%.
Key facts
- In a February 2021 YouGov poll of US adults, 56% of men washed their face with the same soap they use on hands or body, and 60% did not moisturise.1
- In 2020, 12.3% of US men and 29.0% of US women always used sunscreen when outside on a sunny day for more than an hour.2
- 43.4% of Australian men aged 14+ used skincare products in the 12 months to June 2025, up from 40.5% five years earlier; for women the figure was 81.5%.3
- Belgian consumer group Test-Achats found the composition of 'men's' and 'women's' face creams identical; the differences were packaging, texture and scent.4
- Endless Pure offers an attractive margin up to 50%. Prices are available after registration.
What do men actually buy first in skincare?
The basics they skip today: a face cleanser and a moisturiser, then SPF. In a February 2021 YouGov poll of US adults, 56% of men washed their face with the same soap they use on their hands or body, 17% used water only and just 24% used a face-specific wash.1 60% did not moisturise at all, and only 16% did so daily.1 Sun protection is the widest gap: in 2020, 12.3% of US men always used sunscreen when outdoors for over an hour on a sunny day, against 29.0% of women.2
The market is moving, but from a low base. In Australia, 43.4% of men aged 14+ used skincare in the 12 months to June 2025, up from 40.5% five years earlier, and the number of men with a skincare routine grew 20.7% over the period, including 39.1% growth among 25–34s.3 Women's use sat at 81.5%.3 That gap is your opportunity, and it tells you what to stock: an easy first routine, not a ten-step range.
Do you need a men's brand, or will a unisex range do?
A unisex range does the job, and keeps your shelf simpler. When Test-Achats compared "men's" and "women's" face creams, it found the compositions identical; the differences were packaging, texture and scent, which it called a purely commercial split.4 What men respond to is the brief: few steps and a texture that does not feel greasy.
Endless Pure has no men's line. Its case for a men's corner is light textures and four products that each do one obvious job. That also makes the corner gender-neutral by default: anyone who wants a short routine can shop it.
| Step | What men ask | Endless Pure product |
|---|---|---|
| Cleanse | "Something better than shower gel." | Clarifying Foaming Gel |
| Hydrate | "Nothing greasy." | Hyaluronic Double Hydration Gel |
| Protect | "Do I really need sun cream?" | SPF50 Stick, untinted |
| Eyes | "I look tired." | Eye Renewal Patches |
Choose the untinted stick. A tinted SPF is a harder first sale to men who are new to skincare, and the untinted one fits a jacket pocket or a gym bag.
What does the four-product starter order cost?
Just over the minimum, with the depth on the cleanser and the gel, because those are the products that turn into repeat purchases.
| Product | Units |
|---|---|
| Clarifying Foaming Gel | 6 |
| Hyaluronic Double Hydration Gel | 5 |
| SPF50 Stick, untinted | 4 |
| Eye Renewal Patches | 3 |
| Total | 18 |
What should go on the shelf card?
Short lines about texture and use. The Eye Renewal Patches are fragrance-free, and PURE CALM Light Moisturiser, a fragrance-free light texture that suits the same customer, is the step-up product to add at the first review.
Shelf card wording that stays cosmetic: "Light gel, absorbs fast", "Mineral SPF50 in a stick", "Fragrance-free" on the patches. Never write "repairs shaving damage" or anything that sounds like treatment.
Where should the corner go?
Where men already stop. In a pharmacy, that is beside razors, shaving foam and men's deodorants, at eye level. In a concept store, next to whatever men already buy from you, such as bags, stationery or grooming tools near the till, and away from candles and diffusers.
| Position | What goes there | Why |
|---|---|---|
| Eye level, 40–60 cm wide | The four products left to right in routine order, one tester each of gel and stick | The routine reads at a glance |
| Card above | "Cleanse. Hydrate. Protect. Four steps, two minutes." | Explains the system without a member of staff |
| Till | Eye Renewal Patches | Impulse price point, gifting |
| Below | Back-up stock | Refill without leaving the bay |
The most common mistake is the sports-branded "men's section" at the far end of the beauty aisle. It signals that men need a separate product and puts it where men do not walk. Full planogram mechanics are in setting up a skincare display.
What should staff say to a man who has never used skincare?
One question, then the routine. "What do you use on your face now?" Most answers are "shower gel" or "nothing", which gives the opening:
- Cleanser: "Use this instead of shower gel on your face. Morning and evening, thirty seconds."
- Gel: "A light gel after washing. It sinks in fast and does not feel like cream."
- Stick: "Sun protection you can carry. Swipe it on before you go out."
- Patches: "Fifteen minutes under the eyes before a long day or an event."
Expect some first purchases to be gifts bought by partners. Bundle the cleanser and gel at the till for that customer; the routine bundles guide shows how to price a pair.
How does Endless Pure fit a men's corner?
As a short unisex routine; the range matrix shows where each product sits in the full line. Three of the four products are ECOCERT COSMOS certified (Natural or Organic); the Eye Renewal Patches are not. All four are made in ISO 22716 certified GMP facilities, and product information is available to partners.
We suggest reviewing the corner at eight weeks. Double the product that sold out, add PURE CALM Light Moisturiser if customers asked for no scent, and add Bio-Retinol Serum if men over 35 asked about lines. The method is in reordering by sell-through.
If this is your store's first skincare of any kind, start from the first skincare corner guide and add the men's bay next to it.
Frequently asked questions
Do men need different skincare products from women?
Not in formula terms. Test-Achats compared men's and women's face creams and found the compositions identical, with only packaging, texture and scent differing.4 Stock by step and skin feel, not by gender.
What skincare do men buy first?
A face cleanser to replace body soap, then a light moisturiser, then SPF. In a 2021 YouGov poll, only 24% of US men used a face-specific wash and 60% did not moisturise, so those two steps are the entry sale.1
Should a men's skincare corner include sunscreen?
Yes, as one of the four core products. CDC data for 2020 show only 12.3% of US men always used sunscreen on a sunny day outdoors, against 29.0% of women, so SPF is the step men most often lack.2
Does Endless Pure have a men's skincare line?
No. The range is unisex, and a men's corner uses four of its products: Clarifying Foaming Gel, Hyaluronic Double Hydration Gel, the untinted SPF50 Stick and Eye Renewal Patches.
How much does a men's skincare starter order cost?
Endless Pure offers an attractive margin up to 50%. Commercial terms are available in your trade account once your business is verified.
Where should men's skincare go in a pharmacy?
Next to razors, shaving products and men's deodorants, where men already shop, at eye level, with one tester of the gel and one of the stick. A separate corner at the back of the beauty aisle is rarely visited.
Sources
- YouGov, Most men use hand soap or body wash to clean their face (poll of 3,978 US adults, 6–7 February 2021) (2021). yougov.com Checked 2026-10-22.
- US Centers for Disease Control and Prevention, MMWR, QuickStats: Percentage of adults aged ≥18 years who always use sunscreen when outside for >1 hour on a sunny day, by sex and age group, National Health Interview Survey, United States, 2020 (2022). www.cdc.gov Checked 2026-10-22.
- Roy Morgan, More men are using skincare (Australia, 12 months to June 2025) (2025). www.roymorgan.com Checked 2026-10-22.
- Test-Achats, Crème pour hommes ou pour femmes : quelles différences ? (2023). www.test-achats.be Checked 2026-10-22.