The rise of inclusive beauty encompasses the recognition and celebration of diversity in all its forms. This trend is manifested by a shift in traditional norms and an acceptance of individuality.

Growth of the male cosmetics market

In the context of male beauty, this trend is manifested by an acceptance by men of their desire to take care of their skin, to have a grooming routine and sometimes even make-up. Often discouraged from expressing their interest in these products, changing social attitudes allow men to feel freer to explore their own personal expression through beauty products.

The men’s skincare market is booming , with a growing range of products tailored to the specific needs of male skin. Brands are recognizing the importance of this growing need and developing products to meet it.

The evolution of representations; an asset

Media influencers play a crucial role in promoting inclusive beauty. Whether it’s media, film, or social media influencers, these figures are helping to normalize men’s skincare. Cosmetic brands and companies are starting to feature a greater diversity of male models in their advertising campaigns.

GERnétic International, precursor of male beauty

For over 10 years now, GERnétic International Laboratories have developed a line of products for men's beauty. Indeed, having hydrated, well-groomed, less wrinkled skin is an additional asset in personal and professional life. Perfect skin without compromise or frills. GERnétic has developed 5 products: 5 uses. Clean, Moisturize, Lift, Soothe, Revive.

• Cleanse your skin with Gel Men , the facial cleanser that cleanses and sanitizes;
• Moisturize with Hydra Men , the light cream that penetrates easily without leaving any traces;
• Lift with Lift Men , a real firming treatment for the face and hands;
• Soothe with After Shave Balm to instantly calm razor burn;
• Relax with L'Homme , an energizing, refreshing and toning treatment.