Men are generally the hardest to communicate skincare and grooming products for, but the solution is simple.

When it comes to grooming products, it’s very important to dedicate products to them alone. The market has seen a growth in specific male grooming products by 37% since 2010. That’s because men have fallen in love with the packaging experience that talks directly to them-simple and masculine.

Skincare firm Kiehl’s know that one-third of their customers are males. So, they’ve tailor-made a part of their store for men – free from roses and pink mirrors.

Danish BeautéPacifiquehavealso fueled their men’s skincare with an all-black packaging that will much more likely be shareable to men on social media.

What can we learn from that? Play with raw textures and dark colors. Spark masculinity into products, men can be sensitive about.