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Men Talk Skincare More Openly as Atwater Reports Retail Growth
Atwater's recent success is linked to a growing trend of men openly discussing skincare routines. This shift is driving significant sales growth for the brand.
Men are becoming more comfortable sharing skincare advice with one another, and men's skincare brand Atwater is seeing signs that this shift is translating into business growth.
At an October pop-up event at Field + Supply in Kingston, New York, Atwater founder and CEO Chris Salgardo witnessed male shoppers exchanging recommendations about moisturizers and discussing how they used them. For Salgardo, who has spent decades working in the beauty industry, the conversation reflected a change in how men engage with skincare.
What Happened
At the October 9–11 Field + Supply event, male attendees openly compared skincare routines and recommended products to one another. Some discussed which moisturizers they preferred and when they used them.
Salgardo said the interaction stood out because men had not always been so forthcoming about their skincare habits. In the past, he recalled, some customers identified products by packaging color rather than by name. Now, Atwater customers are increasingly discussing products such as Skin Armor and Heavy Armor by name.
The change suggests that skincare is becoming a more familiar topic of conversation among at least some male consumers, creating opportunities for peer recommendations and word-of-mouth discovery.
Why It Matters
The conversations coincide with strong reported growth for Atwater. Launched in August 2022, the brand is having its best year to date, according to Salgardo. Some retail accounts have recorded sales increases of 200%, while its direct-to-consumer business is growing at a double-digit rate.
Atwater is also expanding its retail presence, including a launch at Neiman Marcus. The brand's other retail partners include Saks, Bloomingdale's and Bluemercury.
These developments point to several potential growth drivers: stronger customer recommendations, online sales momentum and wider access through established department-store and beauty retailers. However, the reported 200% increase applies to certain retail accounts, not necessarily to the brand's overall sales.
A Skincare Strategy Built Around Skin Type
Atwater differentiates itself by organizing its facial moisturizers around individual skin types rather than offering a single product for every customer. Its core range includes Oil Regulator for oily skin, Skin Armor for normal to combination skin, and Heavy Armor for dry skin.
This approach gives consumers a straightforward way to identify products that suit their needs. As more men become interested in skincare, clear product positioning and easy-to-follow routines may help reduce the uncertainty associated with choosing products.
The brand is also expanding beyond its core facial skincare assortment into adjacent grooming categories, indicating that its ambitions extend beyond moisturizers alone.
What to Watch
Atwater's next challenge will be turning growing awareness and word-of-mouth recommendations into sustained sales across its retail, direct-to-consumer and online channels.
The brand's performance may also offer a useful example for other men's skincare companies: consumer engagement is not limited to influencer campaigns or paid advertising. Recommendations between customers can help make skincare feel more approachable and encourage product discovery.
For now, Atwater's reported retail growth and expanding distribution provide concrete signs of momentum. Whether more open conversations about skincare become a broader, measurable shift across the men's grooming market remains a trend to watch.
Source: Beauty Independent, “Men Are Finally Swapping Skincare Tips. Atwater Is Reaping The Rewards.” Published October 21, 2026.