How men should care for their skin: Skincare brand founders share personal grooming routines

Singapore has no lack of homegrown beauty brands with burgeoning entrepreneurship in the industry recently – what’s interesting is that these skincare businesses are started by men.
Industry experts they may be but exactly how enthusiastic are they about caring for their own skin – are they basic rinse-and-go blokes or are they over-achievers who indulge in a K-beauty inspired 10-step routine?
CNA Lifestyle speaks to three male skincare founders to find out what they do in the name of grooming, what makes for a easy, breezy routine and how men really should care for their skin.
HEURE’S MANAGING DIRECTOR, LIM KER HAN, 45
“You won’t appreciate the value of good skin until you have lost it,” said Lim, who admits that he is, by nature, lazy about taking care of his skin. This hasn’t changed significantly despite him having acquired an interest in and in-depth knowledge about skincare upon starting his brand.
“As a teenager, I bought into the ‘3-in-1’ system where one product works for your hair, face and body… my acne scars show how much of a lie it is! If one’s face can tell his life’s story, mine’s probably a cautionary tale rather than a shining endorsement of adonic beauty,” he joked.
These days, Lim spends a maximum of five minutes on his skincare routine. “Everything should be easy to understand and apply. It’s why Heure doesn’t deal in fanciful names or complicated usage directions. My routine in a nutshell: Cleanse, medicate (when necessary), moisturise, protect with sunscreen (in the day). Every so often, I slap on our Ageless Facial Treatment Mask or go for a facial to revitalise my skin,” he shared.
Naturally, much of the skincare products he uses are from Heure, which feature a proprietary encapsulation and transdermal delivery system that maximise the absorption of ingredients through the skin’s epidermis – they include the Ageless Skin Booster, Ageless Serum, Ageless Day Treatment with SPF35, Flawless Serum and Ageless Night Treatment.
But that doesn’t mean that he turns his nose up at other skincare brands. “I always try new products whenever I can! How else can we know what other brands are doing? That said, they rarely make it into my “routine” as I always hand them out to my R&D and Marketing teams to sample. I recently brought Eucerin’s lightweight sunscreen with me to Spain and thought it gave good coverage and protection at a great price point. I’m also trying out some of the microneedle patches, but with mixed feelings. Brands I like are Augustinus Bader for their science, La Mer for their amazing textures, and Aesop for their design,” Lim revealed.
While he believes in the power of proper skincare, he also thinks that great skin is sometimes simply a result of being blessed with good genes. “Honestly, I’ve met people whose skincare routine consists of washing their face with water and yet have impossibly flawless skin. For all other mortals… discipline. The science around skincare is credible and easily accessible – as long as you can read, it isn’t hard to see the need for some kind of skincare. The key is in cultivating a routine that is sustainable and ultimately, beneficial for you. It also helps if you have lots of money,” he quipped.
RE:ERTH’S CEO, SHINJI YAMASAKI, 40
Yamasaki has been exposed to the skincare since his family has been in the beauty business for as long as he can remember. After graduating from university, he had worked in fields including finance, insurance and the medical device industry, but found himself drawn back to the world of skincare, and started Re:Erth eventually. The brand is about addressing skin issues at their root, rather than the symptoms, with exclusive natural ingredients such as its Japanese white turmeric.
“To be honest, I can’t pinpoint when my interest in skincare started. It was just something that was always there because I grew up around it. I’ve always had acne-prone skin as well, so that was one of the main issues I always wanted to address. I can still remember the stinging feel of the OXY pads I used to use as a teenager, haha,” he shared.
The products he uses these days are a lot different, of course. “Since then, my understanding of ingredients, formulations, and even skincare philosophy has changed significantly, and my outlook has changed from trying to force it to be a certain way, to allowing it to be the best that it can be,” he said.
Yamasaki also believes that topical solutions aren’t the sole key to great skin. “What’s also important are the absolute basics of eating a balanced and healthy diet, drinking plenty of water, and getting full rest, on a consistent basis. If you’re not doing these, no amount of skincare products can help,” he said.
IREN SHIZEN’S FOUNDER, ERIC TAN, 47
Having suffered from eczema since he was young, Tan learnt to “listen” to his skin after relying on medication for a period of time. “I believed that cortisone cream would provide immediate relief, but as time passed, the flare-ups became more frequent and persistent. By my 30s, I realised that eczema was a chronic condition that required a more thoughtful approach,” he shared.
He began carrying sample-sized moisturisers everywhere and used them whenever his skin felt tight. While that wasn’t a cure, he found that it made a big difference. This idea of answering skin’s needs became part of his personal routine, as well as the philosophy behind Iren Shizen, a clean skincare brand that’s centered on a proprietary ingredient, Biyusen, derived from hot spring water from Hokkaido.
Much of what he uses now are from his own brand. “I believe in good serums, because they contain concentrated actives that will fix our skin problems. I start with our powder cleanser, followed by [a mix of] our custom serums – Keep Calm Soothing Serum, Quench-Up Hydrating Serum and Forever Young Anti-Aging Serum. Then, I use the Water Cream before a physical sunscreen – I have a few, from Biossance and Indie Lee, that I ‘rotate’,” he said.
He employs the viral “moisture sandwich” technique seen on social media, which involves layering on different hydrating products, for his nighttime routine. “I put on the Water Cream first, apply my serums, and lastly finish off with Freeze the Youth Hydra Firming Cream to lock in moisture and rejuvenate skin while I sleep. I love waking up to that morning glow on my skin,” he shared.
Tan, clearly, is someone who takes excellent care of his skin, unlike many men out there who don’t give much thought to it. “I think most guys are just not aware of the importance of skincare. Many of them think it’s ‘strictly for women’, but skin is skin, regardless of gender,” he said.
Skincare for men doesn’t have to be complicated, too. “The first step is proper cleansing with a gentle cleanser. Many men like that squeaky-clean feel, but it can damage the skin’s protective barrier. Next, identify your skin concerns and look for ingredients that address them. A good serum can work wonders. And, put on sunscreen with at least SPF30, even if you’re indoors most of the time,” he advised.