Skin doesn’t suddenly change at 30. It’s a gradual shift, and most of it comes down to three things:
Oil production slows. Skin is naturally oilier in your teens and twenties, which is one reason many men get by without moisturiser. From your early thirties, sebum production starts to decline. Less oil means less natural protection against dryness, so skin that never used to feel tight may begin to.
Collagen production slows. Collagen is the protein that helps keep skin firm and resilient. Production peaks in your twenties, then declines by roughly 1% a year from your mid-to-late twenties onwards. You won’t notice it from one day to the next, but over time it adds up. That’s why skin in your late thirties can look and feel different from skin in your early twenties, even if nothing dramatic has happened to it.
Cell turnover slows. Skin renews itself in cycles, bringing new cells to the surface and shedding old ones. In your twenties, this typically takes around 28 days. By your thirties and forties, it can take 40 days or more. Dead skin stays on the surface for longer, which can leave skin looking dull, rough or tired.
None of this means your skin is damaged. It’s simply changing with age. A simple routine gives it the support it needs as those changes happen.
What a simple routine looks like
You don’t need ten products or a twenty-minute morning ritual. You need four things, used consistently and in the right order:
Cleanse. Once a day is enough for most men. Use a gentle cleanser to remove sweat, oil and daily grime without stripping the skin barrier. Cleansing too often can leave skin feeling tight or irritated.
Exfoliate. Two to three times a week, not every day. This helps with slower cell turnover by clearing away the dead surface cells that can make skin look dull and feel rough.
Hydrate. This is the step most men skip, and it becomes more important as oil production slows. Moisturiser isn’t about adding shine. It supports the skin barrier and helps skin hold on to moisture throughout the day.
Protect. Use SPF when you’re spending time outdoors. Protection also means not undoing the first three steps: no harsh scrubbing, no using whatever happens to be in the shower and no skipping moisturiser because your skin feels fine that day.
That’s the whole routine. Cleanse, exfoliate, hydrate and protect, without overthinking it. These are the four steps BAZ & CO was built around. The goal was never to create a ten-step regime. It was to make the essentials easy enough to stick with.
The most common mistake: waiting for a problem before doing anything
The most common pattern we see is men starting a routine only once something becomes hard to ignore: irritation that won’t settle, dry patches or skin that looks more tired than usual. A routine can still help, but it’s easier and more comfortable to build the habit before you feel you need it.
A simple routine won’t undo thirty-plus years of biology. It gives skin basic, consistent support as it changes. That’s far more straightforward than most skincare marketing makes it sound — and that’s the point.
FAQ
At what age should men start a skincare routine?
There’s no strict cut-off. Changes such as lower oil production, declining collagen and slower cell turnover often become more noticeable from your early-to-mid thirties. Starting before you notice anything simply makes the habit easier to build.
Do men’s and women’s skin need different products?
Men’s skin is, on average, oilier and thicker than women’s, partly because of testosterone. Regular shaving can also add friction and irritation. That’s why products made for men often focus on balancing oil and calming the skin after shaving. The essential steps, however, remain much the same.
Is a moisturiser really necessary if my skin doesn’t feel dry?
Yes. Skin can lose moisture before it feels tight or flaky. Using moisturiser consistently supports the skin barrier and helps maintain hydration, rather than waiting for discomfort to appear.
How long before a routine shows results?
Skin’s renewal cycle takes roughly 28 to 40 days, depending on age. Many men notice an improvement in texture and dullness after four to six weeks of consistent use. Changes in firmness or fine lines take longer, as collagen changes gradually.
The BAZ routine
Want the core routine sorted in one go? The BAZ Face Routine brings cleansing, exfoliation and hydration together in three products, built around vertically farmed basil and nothing you don’t need.
Or start with Skin Food Moisturiser if hydration is the step you’re currently missing.
Feed your skin a diet of everything it needs, and nothing it doesn’t.
