Masc But Moisturized: How Queer Men Are Changing the Face of Skincare—and Masculinity

Once upon a time, “masc” meant stoicism, stubble, and maybe—just maybe—a quick face splash in the morning. But in 2025, the script has flipped. Today, queer men and non-binary folks are at the vanguard of a skincare renaissance, where the pursuit of healthy, glowing skin is not just routine—it’s an act of visibility, defiance, and radical self-acceptance .

For generations, “real men” were taught that skincare was frivolous—something to mock or avoid. But a new wave of queer and trans voices has shattered those stereotypes, showing that self-care is not only genderless but also deeply affirming. As Nicholas Chow, founder of the queer-inclusive skincare brand TiN5 Skin, puts it: “There’s been a redefinition of masculinity that embraces vulnerability and self-care, as well as a growing recognition of skincare as a form of mindfulness and self-respect” .

Millennials and Gen Z, especially, are “confidently making space for skincare in their routines, rivaling some women’s routines,” according to the trend-watchers at Beauty Triangle . For queer men, this isn’t about vanity—it’s about healing, expression, and claiming space in a world that hasn’t always been kind to difference.

Walk down the grooming aisle today and you’ll notice a radical shift: gone are the days of gunmetal packaging and “just for men” branding. The hottest skincare products in 2025 are proudly gender-neutral, minimalist, and designed for the actual needs of diverse skin types and tones .

From Chanel’s Boy de Chanel collection to Dior’s Homme Dermo System, luxury brands have caught on: inclusivity sells, and queer consumers are leading the charge . “We’re finally seeing a fuller, more human picture of what it means to be a man—or just a person, really,” notes Beauty Triangle .

The numbers back it up. According to Pinterest’s 2025 Men’s Trend Report, “Buffed Beauty” is on the rise, with men investing in dermatologist-backed routines, minimalist nail care, and hybrid products that blend skincare with sun and pollution protection .

Today’s skincare isn’t just about the latest moisturizer—it’s about smart skincare. AI-powered apps now analyze your skin, recommend tailored routines, and even nudge you to re-up on SPF when the UV index spikes . Wearable tech tracks hydration and UV exposure, while waterless, eco-friendly formulas are becoming the norm—perfect for the climate-conscious queer consumer .

These innovations aren’t just about convenience—they represent a new mindfulness, a way to “city-proof” your skin in an era of environmental stress and digital overload . As Chow predicts, “the integration of biotech innovations will also be prominent in the future… a rise in demand for ‘climate-adaptive’ beauty solutions responding to environmental changes and city-proof their skin” .

None of this would be possible without the outsized influence of queer men and LGBTQ+ communities. In cosmopolitan hubs from London to Seoul, queer consumers are the tastemakers, “driving the male beauty market” and pushing brands toward greater diversity and authenticity .

Social media is awash with #Skinfluencers who aren’t afraid to show a little shimmer or share their favorite retinol. Whether it’s a drag queen’s 10-step nighttime routine or a trans man’s journey to heal post-testosterone acne, these stories are powerful, personal, and impossible to ignore . The takeaway? Skincare is self-care, and self-care is queer care.

For many, skincare is more than a routine—it’s a daily ritual of affirmation. As one LGBTQ+ influencer told EBONY, “Taking care of my skin is how I show up for myself. It’s a small way of saying: I’m worth it, and I belong” .

This ritual has ripple effects. For queer men, embracing skincare can mean unlearning shame, healing from exclusion, and modeling a softer, more expansive masculinity for the next generation. It’s also about joy—experimenting with a new serum, sharing a facial mask with your partner, or just catching your reflection and thinking: “Damn, I look good.”

As the boundaries of gender and beauty continue to dissolve, expect even more innovation—think smart nail polish devices, AI-powered makeup production, and “climate-adaptive” creams that protect every shade and identity . This isn’t just a trend; it’s a movement.

For the queer community, skincare is more than skin deep. It’s about rewriting the rules, loving ourselves out loud, and showing the world that “masc” can mean whatever we want it to mean—even moist, dewy, and unapologetically radiant.

So go ahead. Slather on that serum. Because in 2025, the glow-up is for everyone—and the future has never looked brighter.