Men's skin care has been in a strange place for years. It's usually practical, sometimes cheap, but never aesthetically pleasing.
There were so many masculine-branded moisturisers and shaving foams on the shelves of big stores. However, most of them didn't take into account the simple fact that men are becoming more mindful about skincare that is both effective and appealing.
Enter Papatui, the men's skincare brand co-founded by actor and wrestler Dwayne 'The Rock' Johnson.
What's Behind the Brand?
The name Papatui carries a personal and cultural significance for Johnson, getting inspiration from his heritage. 'Papa' reflects both his role as a father and the Samoan word for rock, and 'Tui' is a nickname his grandfather gave him, which means king.
Since its launch in 2024, it has quietly reshaped the market that blends practicality, aesthetics, and accessibility in a category long dominated by predictable giants.
Papatui isn't about flashy packaging or celebrity hype alone. The brand's method combines a soft, neutral look with products that deal with real problems, like acne and daily moisture. Its newest acne-fighting trio — face wash, body spray, and pimple patches — is part of a larger plan to improve men's everyday health while keeping it approachable.
Can Skincare Appeal to Men?
The men's skincare market is evolving. Consumers now demand products that are easy to use, effective, and visually appealing.
Jenna Fagnan, co-founder of Papatui, told the Business of Fashion: 'A lot of men's branding and product felt a bit cheap and almost talked down to the guy. But men are really caring about aesthetics, both what's on the shelf in their household, but also, obviously, on their face too.'
Papatui's neutral-coloured, lightly scented products stand out in stores like Walmart and Target that are very crowded. Since its debut, the brand has tripled its retail footprint, topping sales charts in men's moisturisers, under-eye patches, and tattoo care. Its expansion into acne care recognises a category historically overlooked in male-targeted products.
The brand's mission is to make skincare effective, accessible, and non-intimidating. Products like Papatui's pimple patches are designed larger and thicker than typical alternatives, making them ideal for overnight use. This is a nod to how male consumers approach skincare differently from women.
Affordable Skincare That Actually Works
While some men's premium skincare can cost over of £1,000 for luxury lines, Papatui positions itself in a more attainable range. It ranges from $8–$20 (£6–15) each, depending on the item. Yet, affordability does not compromise quality.
By focusing on 'everyman' pricing, the brand has opened doors for a wider audience. Partners and family members also appreciate the approach. Many women purchase the products for household use, trusting that the range's gentle scents are pleasing.
Retailers have noticed the impact. Target, for instance, got a new source of income when Papatui's face care products went into areas that men usually don't buy. 'Target had the men's care section in their stores, but men's face care had not really broken through', Fagnan added.
Expanding the Skincare Conversation
Papatui's latest launches highlight the brand's commitment to listening to customers.
Products that treat acne directly address the concerns of men, and the bigger pimple patches and overnight designs take into account how they normally use products. The brand wants men to understand that this is serious skincare, but it shouldn't be stressful or intimidating.
The approach has broader implications for the beauty industry. Other brands, such as Horace, are also exploring accessible and well-formulated products for men. This signals that the market for premium yet approachable skincare is here to stay.
Interestingly, Papatui is not just catering to men but to households too. Its scents and packaging appeal to shared spaces, which make it easy for partners, sons, and fathers to integrate the products into daily routines. The combination of design, functionality, and accessible pricing positions Papatui as a blueprint for future skincare lines aimed at men.
Navigating Male Beauty Market
The male beauty industry has moved far beyond basic shaving creams and deodorants. In the UK, men's grooming is now worth billions of pounds and is slowly growing as more men start using skincare routines that are specifically made for them.
Cultural attitudes are changing too. Grooming is increasingly seen as linked to confidence, well-being, and personal presentation. Not just vanity.
Younger generations, especially Millennials and Gen Z, are comfortable experimenting with products like serums, under-eye patches, and acne treatments. Digital platforms and social media play a key role in normalising these habits, making skincare knowledge and advice more accessible than ever.
For Papatui and other emerging brands, these trends present a huge opportunity. By making products that work, are affordable, and easy to get, they are helping to turn male beauty from a niche market into a popular one.
