rand icons have helped push the idea that men can take pride in their appearance without comprising on their machismo.

Men have generally become more concerned about their appearance in the last decade.

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This demand has only seen an influx of male specific brands. A large number of skincare companies have introduced skincare products just for men.

Also, salon trends are changing and men are encouraged to have their first treatment with their partners to take away any intimidation factor and familiarise themselves with the treatments available.

Most men tend to have oily skin up to their 30s. Hence, products aimed at them look into their skincare problems.

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A normal skincare routine would comprise:

1. Cleansing and exfoliating

This removes impurities, sebum, dead skin cells and dirt.

2. Toning

Refines and normalises the surface of the skin to allow better penetration of products and moisturisers.

3. Moisturising

This supplies all the nutrients and moisturises the skin. Protects the skin from harmful ultraviolet rays and free radicals.

Apart from the above, you can also avail of:

~ Post shave fluids: To alleviate irritation and favour the healing of micro cuts.

~ Shaving masks: To be used prior to shaving, to help soften the skin.

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Some brands that cater to men

Please note: All these cost between Rs 600 and Rs 2,000.

Germaine De Capuccini: Their line ranges from shaving products to moisturisers.

Phytomer: Another range of products especially targeted at the man.

Decle'or: This has the Le Soin skincare range that now includes a cleansing and exfoliating gel.

Guinot: This includes their men's range, Tres Homme.

Pevonia: Consists of three shaving products. Also included in their range is a cleanser containing tea tree and eye balm to protect and help prevent wrinkles.

Eve Taylor:  Another brand that has a men's collection.

These easy-to-use home products do not dent the male ego as particular attention is paid to masculine fragrance and packaging.

Some product lines like Phytomer have launched officially in India. The others are available at custom notified shops.

For those who are looking at cheaper alternatives, you could go for Cetaphil Cleansing Lotion or Neutrogena face wash as cleansers.

The choice of moisturiser depends on you. There is a lot of choice in the local malls. It is always wise to try samples before buying the product.

Note: If you very dry skin, it is important to cleanse-moisturise at least twice daily.

Dr Rohini Wadhwani is a cosmetologist and medical director of the skin clinic, Bare Necessities, based in Mumbai.