How to create a skincare routine for male clients

Creating a skincare routine for your male clients can be tricky, however there are some key steps you can take to meet their needs and lifestyle. When creating her exclusive grooming range, Heaven Skincare founder Deborah Mitchell made sure that it would not only fit into everyday lives, but meet specific demands too. Here, she guides us through her tips for tackling men’s skin.

It wasn’t all that long ago that looking after your appearance was very much a women’s domain. However, things have certainly changed over the last decade and men are now demanding skincare that’s as hard-working and effective as their female counterparts.

From beard oils and anti-ageing essentials to high-tech facials and fat-busting treatments, grooming is now a multi-billion pound industry with figures showing more than 40% of men aged 31-45 spend up to 45 minutes preening every morning.

But if you’re not sure where to start, here are my tips on getting your male clients’ skincare routines sorted. 

How to create a skincare routine for male clients

1. Add products to their shaving ritual 

Many of my male clients say they don’t have the time for a daily skincare routine, so anything you can introduce into their current shaving ritual means they have no excuse but to take care of their complexion.

Post-shave aftercare is vital to when it comes to keeping skin in tip top condition, especially at this time of year. My Post Shave Spray, £46, is quick and easy to use and is designed to close pores, and prevent shaving rash and hair getting trapped in follicles. 

Follow up with my SOS Shave Oil, £46, to protect and repair damage, improve texture and add nourishment. If your clients really are short of time then my all-in-one Shave, Shower, Shampoo, £37, cleans, moisturises and hydrates; you can use it as a shower gel, a shampoo and a shaving wash. 

2. Focus on anti-ageing products

As the skin ages, its requirements change – you’ll find your client’s skin becomes more dehydrated than it used to, while fine lines and discolouration start to appear. You can help them tackle this with a daily moisturiser that not only hydrates the skin but also tightens at the same time. 

My best-selling M4M Anti-Ageing Moisturiser, £64, feeds the skin and relieves stress, thanks to its combination of essential nutrients. It works to improves fine lines for a more youthful appearance; perfect for a winter boost.

3. Retail eye care products

For so many of us it’s the skin around your eyes that shows those first tell-tale signs of ageing so it’s important to use products that are gentle enough and specifically designed for this delicate area – your client’s normal daily moisturiser may be too harsh. 

I created Heaven’s O2 Eye Cream, £37, to tackle fine lines and wrinkles while promoting healthier looking skin. Its non-greasy solution is great for the morning after the night before, and gentle enough to perk puffy and tired eyes.

4. Retail a mask for in between appointments

Cold days outdoors and central heating inside invariably leads to a whole host of complexion issues, and while your client’s everyday cleansers and moisturisers are great to keep the surface of the skin in good condition, adding a regular face mask to their weekly routine can help with dehydration, clogged pores, fine lines and break-outs. 

Blemish-busting masks – like my world-renowned Black Bee Venom Mask, £163 – are designed to penetrate deeper into the layers of the skin, helping draw out impurities, remove the build-up of dead cells and increase hydration to give your client’s skin the TLC it really needs.

You can shop the complete Heaven’s grooming range online at

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