Skinmetal Targets Untapped Market: Sun Protection for Young Men

NEW YORK, NY – November 18, 2025

Addressing a Public Health Gap

Skinmetal, a newly launched skincare brand, is directly confronting a significant public health issue: the alarmingly low rates of sunscreen use among teen boys and young men. Founded by Dr. Wendy Sue Swanson, a nationally recognized pediatrician and melanoma survivor, the company is aiming to disrupt the historically female-dominated skincare market with a preventative focus and products specifically designed for a demographic often overlooked.

“We know that skin cancer rates are rising, and young men are disproportionately at risk due to lower rates of sun protection,” says a source familiar with the company’s research. “This isn’t just about aesthetics; it’s about health and preventing a potentially life-threatening disease.”

The genesis of Skinmetal stemmed from Dr. Swanson’s observation that existing skincare marketing often failed to resonate with young men. Traditional messaging frequently focused on beauty and anti-aging, concepts that didn’t align with the priorities of this demographic. The company's approach centers on preventative health, framing sun protection as a proactive step towards well-being, rather than a cosmetic enhancement.

A Co-Creation Approach

Skinmetal’s initial product line features two mineral sunscreens, Daily Metal Stealth and Daily Metal Green Stealth, both with an SPF of 51. Formulated with 12% non-nano zinc oxide, the sunscreens also include niacinamide and bakuchiol in the Green Stealth variant. However, the products aren't just about ingredients; they’re about understanding the target audience.

“The key to reaching young men is authenticity and relevance,” explains an industry analyst specializing in men's grooming. “They’re savvy consumers and can quickly spot inauthentic marketing. Skinmetal’s co-creation approach – involving young men in the product development process – is a smart move.”

The company engaged with teen and young men throughout the formulation and packaging process, gathering feedback on texture, scent, and branding. This ensured that the final products met their needs and preferences, moving beyond the perception of sunscreen as a “chore” and towards a daily habit that feels effortless and natural. The name 'Stealth', used in both product offerings, suggests a minimal, unnoticeable application.

Disrupting the Male Skincare Market

The male skincare market is experiencing substantial growth, with analysts predicting it will reach $26.9 billion by 2032. However, while the market is expanding, preventative skincare—especially sun protection—remains a significant gap. The majority of skincare products marketed to men focus on shaving, cleansing, and basic hydration, with sun protection often treated as an afterthought.

“Historically, sunscreen has been positioned as a beauty product for women,” explains a source close to Skinmetal. “This created a perception that it wasn’t ‘masculine’ or relevant for men. Skinmetal is actively challenging that perception.”

The company is deliberately avoiding stereotypical beauty marketing tropes, focusing instead on messaging that emphasizes health, confidence, and self-respect. They are also leveraging digital channels and social media to reach young men where they spend their time, engaging them in conversations about sun safety and preventative health.

Beyond formulation, the company's approach to ingredient selection speaks to a growing consumer demand for natural and sustainable products. Non-nano zinc oxide is considered a safer and more environmentally friendly alternative to some chemical sunscreen filters, appealing to health-conscious consumers and aligning with broader sustainability trends. The inclusion of niacinamide and bakuchiol caters to the desire for multi-functional skincare that provides both protection and skin health benefits.

While the company's long-term success remains to be seen, its proactive approach to addressing a public health gap and its commitment to co-creation position it as a potentially disruptive force in the male skincare market. The initial reaction to the launch has been positive, with early adopters praising the products' texture, minimal scent, and effective sun protection.