A man who washes his face with whatever soap is available, skips moisturiser completely and has never understood why anyone needs a separate face cream may seem uninterested in grooming. But psychology suggests that the behaviour can be more complicated than simple laziness. People's grooming routines are influenced by habits, identity, social expectations, perceived usefulness and the amount of effort they believe a behaviour deserves. Research into men's grooming has found that attitudes toward masculinity, self-image and perceptions of skincare can influence whether men engage with skincare products.
