After Pitti in Florence, the fashion crowd has moved to Milan these days for the men's fashion shows of Fashion Week which presented men's fashion for autumn winter 2025/2026 and the first trends in men's style and beauty have already emerged!
With genderless hair styles and elegant sleek finishes, the beauty looks of the men's fashion shows recall the years of Old Hollywood as well as the Nineties. Among the eyebrow trends that emerges from backstage is that of "bleached" eyebrows, that is, bleached, almost "erased" from the face with an ad hoc make-up for a soft and sophisticated result. But lamination is also back in fashion for the male gaze, for a super-lifting effect.
Even for men's skincare, 2025 will be its golden year with increasingly specific anti-aging treatments and ad hoc formulas. No longer just aftershave and deodorants, the beauty routine breaks gender stereotypes, offering cosmetic products targeted to the needs of men's skin.
In short, if until about ten years ago skincare was considered a female prerogative, today this is no longer the case: the men's cosmetics market is experiencing a real revolution due not only to a cultural change, but also to a greater awareness among men regarding their skincare needs.
But does men's skin really have unique characteristics?
Anatomically, men's skin is about 20% thicker than women's skin, and has a higher density of collagen fibers, which causes skin aging to occur later. However, when this process begins, it progresses faster than women's skin. The difference is not only physiological: men tend to be less likely to prevent skin aging through regular use of cosmetics.
Male sebaceous glands, being influenced by testosterone, produce more sebum, making men's skin more oily and prone to seborrhea. Men's skin pH is also different: more acidic, with a value of about 4.5, which creates a microbiota (the set of microorganisms that live on the skin) different from that of women. This aspect makes it essential to use skincare products specifically for men, since cosmetics formulated for women are not always effective or suitable for men's needs.
A sector, therefore, in continuous growth whose success is mainly contributed to by the young people of Gen Z: according to a Mintel research, in fact, today in the United States almost 70% of young people between 18 and 27 years old follow a skincare regime. Furthermore, 42% of men between the ages of 18 and 34 purchase high-quality facial moisturizers compared to mass-market brands, while 33% of Gen Z use luxury cosmetics for their skincare. Even in Italy the data says that men enter perfumeries more often: according to the latest annual report of Cosmetica Italia, sales of products for him have increased by 7%.
Finally, the use of serums and eye contours by men has been accepted, once far from the men's necessities. And here LENA comes to our rescue, with a versatile and easy-to-carry product:
SECRET MIST – Revitalizing tonic spray that hydrates, tones and illuminates the face in a single gesture. Suitable for all skin types. With its latest generation active ingredient it takes care of the skin protecting it from smog and free radicals.
Its formulation, composed of the 95% natural raw materials , it is enriched with an agent that stimulates and strengthens the skin's natural microbiome, keeping it always hydrated giving it a touch of freshness, brightness and finishing.
