The beauty industry has long been dominated by women’s products and narratives—but in recent years, men’s grooming and skincare have emerged as lucrative, fast-growing categories. From beard oils to moisturizers, the male beauty market is booming. Yet, despite the opportunity, many men’s beautybrands struggle to find their footing in the world of public relations. Poorly executed PR campaigns not only stunt growth but also reinforce damaging stereotypes, alienate potential customers, and perpetuate outdated ideas about masculinity.
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.
However, 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One of the most glaring errors in men’s beauty PR is the reliance on outdated masculine stereotypes.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 approach:
- Ignores the diversity of male identities today, from younger Gen Z men embracing gender fluidity to older men redefining masculinity in new ways.
- Alienates men who want skincare without feeling they have to prove their toughness.
- Perpetuates stigma around men caring about their appearance, which can deter open conversations and acceptance.
The problem is worsened when PR campaigns use humor or irony in ways that mock or trivialize men’s grooming routines, positioning them as unmanly or frivolous. These missteps limit the brand’s reach and deepen the gender divide in beauty.
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”), andpackaging that mimics sports or automotive aesthetics. While this approach may appeal to some, it often alienates men looking for a more sophisticated, approachable, or holistic experience.
This over-masculinization:
- Creates an artificial barrier, as if skincare is a “battle” rather than self-care.
- Limits product appeal to traditionalist buyers only.
- Obscures the actual benefits and science of the product with hyperbole.
A better approach celebrates wellness, confidence, and self-expression without forcing men to perform masculinity in narrow ways.
3. Ignoring the Emotional Dimension
Beauty 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. PR campaigns that shy away from emotional storytelling andpersonal 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 beautystorytelling.
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.
- Contradicts wider societal pushes toward inclusion and representation.
Inclusive PR embraces diversity not as a token gesture but as a core brand value, showing real men with real stories.
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 to demystify products.
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 brandsneglect 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.
- Brand Disconnection: Misguided campaigns alienate the very consumers the brand aims to attract. This can stunt sales and limit market growth.
- Lost Trust: Authenticity is paramount in beauty. Overly scripted or tone-deaf PR erodes trust, especially among younger men who prize transparency.
- Reinforcement of Toxic Norms: By perpetuating narrow ideas of masculinity, brands contribute to harmful stereotypes that affect men’s self-esteem and openness to self-care.
- Missed Cultural Moments: The cultural zeitgeist is shifting toward inclusivity and vulnerability in masculinity. Brands ignoring this risk seeming irrelevant or out of touch.
- Competitive Disadvantage: 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
Despite these challenges, there are powerful opportunities for beauty PR done well in men’s grooming. Here’s what brands and agencies should focus on.
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.
For example, campaigns showing men from all walks of life—athletes, artists, fathers, students—engaging with beauty products in ways that feel natural andempowering.
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.
Instead, 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 in campaigns 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.
Case Study: What Success Looks Like
Imagine a men’s skincare brand that launched with a PR campaign rooted in authenticity:
- 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.
Conversely, 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.
