Yet, a small voice in my head whispered that it was odd for a man to seek skincare treatments.

Before I could dwell on that thought, I was greeted by Chris Chua, the founder of the center since 1992. After a brief chat, the 56-year-old entrepreneur encouraged me to embrace the upcoming facial.

Bye-Bye Pre-Appointment Nerves
Jerome Chen, the store’s operations director at 45, suggested I try their microdermabrasion and skin infusion treatments.

Unsure of what lay ahead, I agreed, my emotions a tangled mess. My apprehension stemmed from the unfamiliarity of the whole experience.

Typically, my skincare routine is basic; I use a cleanser twice daily. While I have no issues with face masks, they are infrequent.

However, as I settled onto the treatment bed at Face of Man, I quickly realized how silly I was for feeling uneasy about entering a skincare establishment.

Microdermabrasion Diamond Peel ($120)
“This treatment is fantastic for exfoliating dead skin cells and improving post-acne scars,” the former fitness instructor explained.

The non-invasive procedure lasted between 10 to 20 minutes and also addresses early signs of photoaging, rough skin, discoloration, fine lines, and enlarged pores.

So far, everything felt manageable—no pain, and I was getting along with Jerome quite well.

We bonded over our shared passion for—wait for it—European football. Who says men can’t enjoy both sports and skincare?

Stem Infusion ($150)
Here’s where things became a bit intense. Using a galvanic current, stem cells are infused into the skin to rejuvenate and tighten.

This treatment typically targets signs of aging—somewhat disheartening since I haven’t even turned thirty, but I set aside my pride and proceeded.

I had been warned this would be a bit uncomfortable, and it was. At times, the sensation felt like tiny ant bites on my face. Thankfully, Jerome’s professionalism ensured I came out relatively unscathed.

‘Men Have Needs, Yet Are Too Hesitant to Acknowledge Them’
After the facial, I had a conversation with Chris. I could see his passion for male skincare from our earlier interactions.

Throughout our talk, the sparkle in his eyes when mentioning words like “stigma” and “shyness” was undeniable. Since the inception of Face of Man in 1992, Chris has sought to dismantle the belief that men shouldn’t indulge in facial treatments for his business to thrive.

Within minutes, he said, “Men have a need but are too shy to accept it.”

I was taken aback by how this resonated with my initial discomfort about getting a facial. While occasional grooming is fine, the idea of aesthetic clinics and comprehensive facial routines felt overwhelming.

“[Men] might believe beauty is exclusively for women, not realizing it’s about health. Plus, looking good boosts your confidence,” Chris said with a laugh.

He shared a story about Face of Man’s early advertising: “We’d hand out pamphlets outside the SAFTI army camp. The soldiers would be hesitant to take them, but when I left them on the chairs, they’d pick them up.”

If I felt nervous about visiting Face of Man in 2021, imagine the landscape of male skincare back then. It’s no surprise those soldiers were reluctant to be seen with a Face of Man pamphlet.

Meeting a Market Demand
“At that time, I recognized a need for men wanting to care for their skin, particularly scars and acne,” he shared.

Chris noted that many men had difficulty finding skincare experts. They often resorted to doctors, who typically prescribed antibiotic creams, which didn’t always solve their skincare issues.

He identified a market gap and was determined to transition from cabin crew to skincare entrepreneur. His first challenge was acquiring knowledge. Chris realized he needed training.

“I visited beauty salons all over Singapore, but they were reluctant to accept me,” he remembered.

Most were puzzled about why a man would want to join the beauty industry. The breakthrough came when a friend informed him about aesthetics courses in London tailored to his interests.

“When I heard ‘London,’ I made the journey.”