This op-ed explores how beauty PR for men's brands often misses the mark, why it matters, and what brands and agencies must do to avoid common pitfalls and unlock the true potential of the men's beauty market.
The Rise of Men's Beauty — and the PR Challenge
Men's grooming and beauty products have evolved from niche beard oils and aftershaves to full skincare ranges, color cosmetics, and wellness offerings. Today, men want products that cater to their specific needs: anti-aging, hydration, sun protection, and even self-expression through makeup. Market reports consistently show double-digit growth for men's grooming worldwide.
The rise of men's beauty brands coincides with an industry still largely tailored to female consumers. PR agencies and marketing teams often have limited experience or understanding of the male audience. This leads to campaigns that feel tone-deaf, uninspired, or worse — alienating.
At its worst, beauty PR for men's brands either falls back on tired clichés or tries too hard to "masculinize" beauty products, missing the nuanced realities of modern men's identities and needs.
Common Mistakes in Men's Beauty PR
1. Stereotyping masculinity. One of the most glaring errors is the reliance on outdated masculine stereotypes. Campaigns often depict men as rugged, hyper-masculine, or sports-obsessed, reinforcing a narrow definition of manhood that excludes vast swathes of potential customers. This ignores the diversity of male identities today, alienates men who want skincare without feeling they have to prove their toughness, and perpetuates stigma around men caring about their appearance. The problem is worsened when PR campaigns use humor or irony that mocks or trivializes men's grooming routines.
2. Over-masculinizing product messaging. Many men's beauty brands lean heavily into marketing products as "manly" through dark colors, aggressive language ("power," "strength," "dominate"), and packaging that mimics sports or automotive aesthetics. While this approach may appeal to some, it alienates men looking for a more sophisticated, approachable, or holistic experience. It creates an artificial barrier — as if skincare is a "battle" rather than self-care — limits product appeal to traditionalist buyers, and obscures the actual benefits and science of the product with hyperbole.
3. Ignoring the emotional dimension. PR that only focuses on functional product benefits — like "anti-aging" or "oil control" — misses an important opportunity to connect emotionally. Men, just like women, seek products that make them feel confident, relaxed, or renewed. Campaigns that shy away from emotional storytelling and personal connection risk reducing men to walking skincare consumers rather than holistic individuals. Ignoring emotional narratives also overlooks men's increasing interest in mindfulness, mental health, and wellness — areas ripe for authentic beauty storytelling.
4. Neglecting inclusivity. Men's beauty is not a monolith. It encompasses a wide range of ethnicities, ages, sexual orientations, and gender identities. Yet many campaigns show homogeneous faces: typically young, white, cisgender men. This narrow portrayal sends the message that beauty products aren't for everyone, misses growth opportunities in diverse and global markets, and contradicts wider societal pushes toward inclusion and representation.
5. Failing to educate and demystify. Men's grooming is often still stigmatized or seen as complex and intimidating. Poor PR campaigns neglect education, assuming men already "know" what to do or that the product speaks for itself. Without clear guidance, tutorials, and approachable content, men may feel overwhelmed or skeptical. This gap reduces trial and loyalty. Strong PR integrates education seamlessly through influencers, tutorials, and transparent ingredient discussions.
6. Ignoring digital nuances. Men's beauty consumers are highly digitally engaged, but often in different ways than women. Some brands fail to adapt their digital strategies to male audiences. Overly polished influencer campaigns or feminine aesthetics can fall flat. Some brands neglect platforms where men spend time, like Twitch or sports podcasts. Ignoring digital nuances means missing the moment and wasting PR budgets.
The Stakes: Why Poor PR Hurts Men's Beauty Brands
Poorly executed beauty PR doesn't just impact brand perception — it can directly harm business success. Misguided campaigns alienate the very consumers the brand aims to attract, stunting sales and limiting market growth. Authenticity is paramount in beauty; overly scripted or tone-deaf PR erodes trust, especially among younger men who prize transparency. By perpetuating narrow ideas of masculinity, brands contribute to harmful stereotypes that affect men's self-esteem and openness to self-care. The cultural zeitgeist is shifting toward inclusivity and vulnerability in masculinity. Brands ignoring this risk seeming irrelevant or out of touch. And brands with more thoughtful, inclusive, and innovative PR strategies capture more attention and loyalty, leaving poorly positioned brands behind.
How to Do Men's Beauty PR Right
1. Redefine masculinity through narrative. PR campaigns must embrace a broader, healthier definition of masculinity. Stories that highlight vulnerability, self-care, and individuality can break down barriers and invite men in. Showing men from all walks of life — athletes, artists, fathers, students — engaging with beauty products in ways that feel natural and empowering. Highlighting men who challenge traditional norms or celebrate self-expression can inspire wider acceptance.
2. Speak with authenticity and honesty. Consumers can spot inauthenticity quickly. PR must avoid exaggeration or irony that trivializes men's beauty routines. Focus on sincere, straightforward communication about product benefits, ingredient quality, and brand values. Sharing founder stories, behind-the-scenes content, or customer testimonials humanizes brands and builds trust.
3. Celebrate diversity. Incorporate diverse models and stories that reflect a range of ethnicities, ages, and gender identities. Diversity in PR should extend to voices chosen for influencer partnerships and media outreach. Showcase how products meet varied skin types, concerns, and preferences.
4. Educate and empower. Create content that demystifies grooming and skincare. Step-by-step tutorials, simple routines, and ingredient explanations make beauty approachable. Empowering men with knowledge encourages experimentation and long-term brand loyalty. Leverage influencers with authentic expertise — dermatologists, grooming experts, and everyday users.
5. Use nuanced digital strategies. Target platforms and content formats where men engage most authentically. Leverage video content, gaming partnerships, podcasts, and social media formats that resonate. Experiment with immersive experiences like AR try-ons or AI skincare diagnostics tailored to men.
6. Align with broader wellness trends. Position beauty as part of a holistic wellness lifestyle. Tie campaigns to mental health awareness, fitness, mindfulness, or sustainability. Show that beauty routines can be moments of calm, confidence, and self-respect. This elevates beauty PR beyond surface appearance to a meaningful lifestyle choice.
What Success Looks Like
A men's skincare brand that launches with a PR campaign rooted in authenticity tends to share a common shape. The brand shares the founder's journey — a man who struggled with sensitive skin and built solutions through science and empathy. Campaign visuals feature men of different ages, ethnicities, and lifestyles using the product naturally. Influencers include not just male celebrities but everyday users, barbers, and dermatologists. Content includes how-to videos, wellness tips, and live Q&A sessions on social media. The brand embraces sustainability, communicating transparently about ingredients and packaging. Digital outreach targets platforms popular with men, including niche podcasts and interactive Instagram stories.
This approach creates buzz, trust, and loyalty, turning a product into a movement.
The men's beauty market is poised for tremendous growth, but only brands and PR agencies that evolve with cultural change will thrive. Poor PR — rooted in stereotypes, narrow messaging, and inauthenticity — will hold back progress and profits. Beauty PR that celebrates diversity, educates honestly, embraces emotional connection, and respects the complexity of modern masculinity will unlock new markets and build lasting brands. For men's beauty, the future is not about "manliness" in old-fashioned terms — it's about authenticity, empowerment, and inclusivity. PR done right is the key to telling that story.
Frequently Asked Questions
What size is the men's beauty market?
Men's grooming has been one of the fastest-growing segments of the broader beauty industry through the mid-2020s, with double-digit annual growth across skincare, color cosmetics, and wellness-adjacent product lines.
Which brands are doing men's beauty PR well?
The strongest performers tend to be brands that lead with founder narrative, dermatologist endorsement, and inclusive casting — rather than aggressive masculinity tropes. Lumin, Hims, Disco, Bevel, and Asystem have all built strong category presence through this approach.
What's the biggest single mistake brands make?
Over-masculinizing the messaging. Dark colors, "power" and "dominate" language, and sports-aesthetic packaging may signal that the product is "for men" — but it also tells the customer that wanting skincare is something he needs to defend. That framing limits the addressable market more than it expands it.
How does men's beauty PR differ from women's beauty PR?
Three core differences. Men's beauty PR needs to overcome stigma before it sells anything — the buyer often needs permission and education before he needs a product pitch. Discovery happens on different platforms (Reddit, YouTube long-form, Twitch, sports podcasts) than women's beauty (TikTok, Instagram, Substack beauty writers). And the creator ecosystem is thinner, putting more weight on dermatologist and barber expert tiers than on consumer creators.
