In Japan, as middle-aged men become more conscious of how they look, they're turning to cosmetics – particularly as the idea of ‘skin health’ for all is normalised. Brands have the opportunity to help men ease ageing-related anxieties and boost self-confidence with targeted products.

Luxury beauty brand Re:erth has launched a multipurpose Omni Serum that hopes to ease men into the often confusing world of skincare. As brands continue to democratise skincare for men, there’s value in taking a more targeted, minimalist approach especially when courting beginners.