Face of change: why men are switching to natural skin care.(Men's toiletries and personal care products)

Think of a man's toiletry products, and a bar of soap, shaving cream and shampoo come to mind--then throw in a bottle of lotion if he's self-indulgent. But times are changing. Whether it's because of attitude-altering television shows such as Queer Eye for the Straight Guy or a spouse's products that are just too enticing to pass by, men are slowly but surely beginning to dabble in luxury natural skin care items.

"More men, especially younger men, are going to spas and doctors' offices for facials, microdermabrasion and chemical peels," says Michelle Garbin, a clinical aesthetician for Kaiser Permanente. But spa visits aside, what should the average man's skin care routine consist of?

"Men should cleanse their faces twice daily, using toner after washing and then applying moisturizer," Garbin says. "It's really important for men to use a toner after they wash their faces to close the pores and prevent pimples." And a weekly facial mask thrown in is always a plus.

Men also need to protect their skin from the sun's harmful rays, which can damage the epidermis and cause premature aging. "Men's facial skin includes hair follicles that absorb more UV rays, adding to the importance of sun block," says David Tippie, president of the Anti-Aging Clinic in Florida. So men should either look for a daily moisturizer with sunscreen or apply one after moisturizing.

Pure Products

Once a man decides that he's going to spend some time and money on his skin, the next hurdle is choosing which products to buy. Although department stores offer a growing array of enticing men's products, most are chockfull of chemicals that are hardly healthy for the skin over the long run. But natural products manufacturers savvy to men's needs are rolling out items made just for him--minus the toxic stuff.

Case in point is Aubrey Organics, which recently introduced a full line of men's skin care products. "Our line focuses on the unique needs of men," says Karyn Trumbach, marketing manager for the company. Men will find the best results when they use a system of products designed to complement one another, she says.