Let’s talk Men’s Skincare. Walk into a men’s spa today and the conversation sounds very different from what it did just a few years ago.
“Which vitamin C serum should I be using?” “Is this cleanser too harsh?” “Do I really need to wear SPF every day?”
These are no longer unusual questions. They’re becoming part of everyday conversations as men across the UAE and wider GCC rethink what it means to look after themselves.
For Ali Al Khoori, Co-Founder of The One Spa for Men, the change has been impossible to ignore.
“When we launched, many men were simply looking for grooming services,” he says. “Today, they’re actively asking about skincare routines, preventative treatments and long-term skin health. The conversation has evolved from looking good for an occasion to investing in themselves every day.”
That shift reflects a much broader movement taking place across the region.
According to TechSci Research, the UAE men’s grooming market was valued at approximately US$293 million in 2025 and is projected to reach US$434 million by 2031, growing at a compound annual growth rate of almost 6.75%. While rising disposable incomes and changing lifestyles are certainly contributing factors, Al Khoori believes the growth represents something far more significant than an expanding retail category.
“This isn’t a trend,” he explains. “It’s a mindset shift. Men are beginning to see skincare as part of their overall wellbeing, in the same way they think about exercise, nutrition or getting enough sleep.”
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Wellness Beyond the Gym
Over the past decade, conversations around health have become far more holistic.
Mental wellbeing, stress management and preventative healthcare have all become mainstream topics, encouraging people to think differently about how they care for themselves. The pandemic accelerated that shift, prompting many to establish healthier daily routines and become more intentional about self-care.
For men, skincare has naturally become part of that conversation.
Greater access to dermatologists, skincare professionals and educational content online has helped demystify routines that once felt intimidating or unnecessary. Cleansing, moisturising and protecting the skin from sun damage are increasingly understood as basic habits that contribute to long-term health rather than cosmetic indulgences.
“The biggest difference today is education,” says Al Khoori. “People understand why they’re using a product rather than simply buying whatever is popular. Once you understand the benefits of consistency, skincare becomes a habit instead of a luxury.”
Redefining Modern Masculinity
Perhaps the greatest transformation has been cultural.
Not long ago, an extensive skincare routine was often associated with vanity. Today, looking after your appearance is increasingly viewed as an extension of confidence, professionalism and self-respect.
For Al Khoori, that changing perception has been one of the most encouraging developments within the industry.
“Taking care of yourself shouldn’t be something men feel uncomfortable talking about,” he says. “Modern masculinity isn’t about ignoring your wellbeing. It’s about showing up as the best version of yourself, whether that’s physically, mentally or professionally.”
International travel, social media and greater exposure to global wellness trends have all helped normalise skincare among male consumers. Younger generations, in particular, have grown up viewing self-care as an entirely natural part of everyday life, making the stigma that once surrounded men’s skincare increasingly irrelevant.
A More Sophisticated Consumer
As demand has grown, so too has the sophistication of the market.
Men are no longer choosing between a handful of generic grooming products. Today’s consumers have access to dermatologist-backed skincare, specialised formulations, personalised consultations and wellness spaces designed specifically around their needs.
For Al Khoori, whose entrepreneurial career has focused on identifying underserved markets and building businesses around genuine consumer demand, this evolution reflects a maturing industry rather than a passing craze.
One of the clearest signs of that maturity is consistency.
“Five years ago, people might buy a product because they saw it online,” he says. “Now they’re building routines that fit into their lifestyle. They’re thinking long term, and that’s a much healthier approach.”
Consumers are increasingly willing to invest in premium products and professional guidance because they understand that preventative care delivers better results than reacting to problems once they appear.
Building More Than a Business
That philosophy has shaped Al Khoori’s own entrepreneurial journey.
An engineer by training and a Certified Management Accountant (CMA), he has built businesses across wellness, marketing, startups and asset management by identifying overlooked opportunities and developing scalable, customer-focused concepts.
As Co-Founder of The One Spa for Men, he set out to create more than another grooming destination. The vision was to establish a space where men could feel comfortable investing in their wellbeing without judgement, supported by expert advice and personalised care.
Beyond his commercial ventures, Al Khoori serves as a Board Member of the Emirates Entrepreneurs Association, mentoring founders and supporting the UAE’s growing startup ecosystem. He has also spoken on entrepreneurship at COP28 and regularly shares his experience with students at Khalifa University.
Across these roles, a consistent theme emerges: building businesses that create long-term value while responding to genuine shifts in consumer behaviour.
Looking Ahead
As the men’s skincare market continues to grow, Al Khoori believes the industry’s responsibility extends beyond selling products.
“The next stage is education,” he says. “If we can help men build simple, sustainable routines and understand why they’re important, we’ll have created something far more valuable than another skincare trend.”
For brands, wellness providers and entrepreneurs alike, the opportunity lies in building trust rather than simply driving transactions.
The rise of men’s skincare is no longer just about appearance. It reflects changing attitudes towards health, confidence and preventative care. It signals a generation of men who are increasingly comfortable investing in themselves and who recognise that wellbeing isn’t defined by one aspect of life, but by the habits we practise every day.
In that sense, skincare is no longer just a women’s conversation. It has become part of a much broader discussion about what modern wellbeing looks like, and why looking after yourself should never require an explanation.
