Featuring: Emme

Summary

Emme keeps his skincare routine simple, focusing on hydration, sun protection and skin maintenance. With naturally dry skin that becomes more problematic during winter, he relies on a lightweight routine built around sunscreen and retinol, while looking for multi-functional products that can simplify skincare even further.

Meet Emme: Managing Dry Skin Year-Round

Emme describes his skin as predominantly dry, particularly during the colder months.

He says dryness is most noticeable around certain areas of his face, while his lips remain consistently dry throughout the year.

Pull quote: “Especially in winter it gets really dry. And my lips are always dry.”

A Minimalist Approach to Skincare

Unlike consumers who follow extensive skincare routines, Emme prefers to keep things straightforward.

In the morning, he uses:

• Paula’s Choice facial sunscreen

He values the product for both its hydration benefits and daily sun protection.

In the evening, he applies:

• A lightweight retinol oil

The product helps moisturise the skin while supporting repair and maintenance.

His cleansing routine is equally simple. In the shower, he typically washes his face with water, occasionally relying on shampoo residue that runs down from his hair. In the evening, he simply rinses with cold water.

Pull quote: “I really just like keeping it simple.”

Shopping Habits: Brand Loyalty and Online Convenience

Emme purchases his skincare products directly from the Paula’s Choice website.

Rather than shopping frequently, he tends to wait for promotions or sales before restocking his preferred products.

This reflects a practical and value-conscious approach to skincare purchasing.

Attitudes Towards Cosmetic Treatments

While Emme has not undergone any cosmetic treatments, he says he would not be completely opposed to them in the future.

He suggests that wrinkle-smoothing treatments could be something he might consider later in life, though it is not something he is actively pursuing at the moment.

Pull quote: “It’s something that I would consider maybe at some point.”

What He Wants From Future Skincare Products

For Emme, simplicity is key.

He prefers products that:

• Have little or no fragrance
• Feel lightweight on the skin
• Deliver multiple benefits in one step
• Fit easily into a daily routine

If he could create his own skincare product, it would likely be an all-in-one serum combining:

• SPF protection
• Hydration
• Skin barrier support
• Anti-ageing benefits

Pull quote: “Ideally something like a serum that has everything in one.”

He acknowledges that this desire for a multi-tasking product may be a stereotypically male approach to skincare, but convenience remains a major priority.

The Rise of Simplified Skincare

Emme’s routine reflects a broader consumer trend towards streamlined skincare.

Rather than layering multiple products, many consumers are looking for formulations that can deliver several benefits simultaneously, reducing both time and complexity.

For brands, this creates opportunities around multifunctional products that combine protection, hydration and skin health benefits in a single format.

Key Takeaways for Brands

• Dry skin consumers continue to prioritise hydration and barrier support.
• Simplicity and convenience are major drivers of product choice.
• Fragrance-free or low-fragrance products appeal to consumers seeking daily-use products.
• Multifunctional skincare remains a significant opportunity, particularly among male consumers.
• Sunscreen and preventative skincare are becoming everyday essentials rather than occasional purchases.