This paper examines what beliefs of potential male customers might hinder their consumption of skincare products and what strategies could prove useful to breaking through those barriers and effectively marketing skincare to men. The study uses text analysis for open-ended questions as well as analysis of averages, percentage ratings and t-tests for the remaining data. The results suggest that, currently, men are more open to using skincare products compared to previous generations. The study shows that men look for an affordable yet effective variety of products that target specific concerns or serve a specific purpose and are marketed in a straightforward way, with the properties of those products mentioned without the use of pseudoscience or marketing promoting toxic masculinity. Most importantly, the results show that respondents respond very well to knowledge, advice and recommendations pertaining to skin health and skincare products given by healthcare professionals/dermatologists as well as compliments on their skin from romantic and sexual partners. However, neither male nor female celebrities are a substantial influence on encouraging men to participate in the skincare market.