The key to success, Maria Jedenmark, Head of Marketing at the Swedish men’s beauty pioneer states, is instant effect products: “Men are impatient.”
The brand, Jedenmark shares, has seen steady growth in both sales and interest over the last few years, and there’s definitely been a shift in behaviour.
– I think male beauty is in a really good place right now, she says. Many new brands are launching and helping to drive the market forward. Digital communication has changed everything about the way we communicate — it allows us to interact directly with our target group, and the digital arena has become a kind of safe space where information, inspiration, and education can easily be shared. Of course, it’s challenging to carve out space in the beauty universe; male skincare is still considered quite niche and isn’t always prioritised by retailers when it comes to shelf space.
And what are your consumers looking for now?
– The general trend is pretty clear: men are really starting to care about their skin, driven by greater awareness, social media influence, and a shift in norms that’s been building for quite some time. In general, a lot of men still want to keep their routines as simple as possible — which is exactly what our brand is all about, focusing on solving real skin concerns and keeping things straightforward. At the same time, we’ve definitely noticed a growing interest in more advanced products. Serums, toners, and eye patches are quickly becoming bathroom essentials. We believe the key to success is instant effect products, which let you feel and see the result right away. Men are impatient.
The brand’s new launch is Age Rewind Face Mask, described as an instant energy boost that skin needs, especially during the winter season.
– It’s the latest addition to our Instant Recharge range, one of our most advanced lines and a firm favourite among our core customers. The price point is a little higher, but the results truly speak for themselves. The hydrating formula blends hyaluronic acid, niacinamide, and cooling menthol to even skin tone, strengthen the skin barrier, support collagen production, and help fight blemishes.
And what else are you looking at now, for you and for male skincare?
– We’re definitely seeing hybrids between skincare and makeup coming on strong, also for men. The lines between the two are already starting to blur, and I think that trend will only grow. Products that are almost invisible on the skin, yet instantly calms redness and removes dark circles in a really natural way, are becoming the new go-to products, Jedenmark shares. She adds:
– Also, the days of fast marketing are over. Build brands from the inside out.
