MUMBAI: In a bid to challenge stereotypes, demystify sunscreen use, and encourage informed skincare choices among men, Chosen, a clinical-grade skincare brand for Skin of Color (SOC), has launched its new campaign, ‘Real Men Wear Sunscreen’. This initiative stems from extensive research, including a nationwide survey of ~1,500 men aged 20-29, which revealed significant gaps in awareness and behaviors around sunscreen use. With this campaign, CHOSEN® is sparking a necessary conversation about sun protection while offering practical solutions tailored to men’s unique needs.
The Truth Hurts: 79% of Men Are Clueless About Their Sunscreen
The survey revealed a disconnect between men and their sunscreen habits:
Only 54% think sunscreen is effective overall.
79% of men are unsure if their sunscreen suits their skin type.
Two-thirds are unsure about the appropriate SPF for their needs.
Greasy, Gritty, and Skipped Altogether
Men face practical barriers that keep sunscreen out of their daily routines:
21% avoid sunscreen because it feels greasy, while 4.2% cite beard-related discomfort.
Half of the respondents believe sunscreen isn’t necessary on rainy days, and only 4% think it’s important indoors.
85% of men don’t reapply sunscreen during the day, despite the need for consistent protection.
Tan Anxiety Is Real, But Reapplication Isn’t: While 65% of respondents view sunscreen’s primary benefit as preventing tanning, only 17% associate it with anti-aging benefits. Reapplication is another blind spot; 49% use sunscreen just once daily, and 28% rely on it only during prolonged sun exposure.
Dr. Renita Rajan, founder of Chosen said, “The exposome comprising external factors like UV, pollution, and blue light has a significant impact on skin aging and pigmentation. Sunscreen is an essential defense against these elements, but men often skip it due to stereotypes and practical hurdles.
While men’s SPF needs are similar to women’s, their use cases are unique. We believe in meeting people where they are by understanding their unique needs and creating solutions tailored to their realities. For Skin of Color (SOC), this means addressing higher pigmentation concerns alongside men’s preferences for lightweight, non-greasy formulas that work seamlessly with facial hair and active lifestyles.”
The company said that it went straight to the source and asked men: What’s stopping you from using sunscreen?
‘Real Men Wear Sunscreen’ the company explains is not just a campaign, it is a movement to educate and empower men to make sunscreen a natural part of their daily lives. By leveraging engaging digital content, influencer collaborations, a myth-busting video series, and community engagement via the exclusive CHOSUN community, which has over 5000+ members across offline platforms and Instagram, Chosen is looking to make sun protection practical and accessible. The campaign also features a long-form video asset that challenges common misconceptions about sunscreen through relatable storytelling and expert insights. To deepen its impact, Chosen is rolling out expert-led workshops, short explainer videos, and interactive sessions, alongside tools like the popular Sunscreen Calculator, Ingredient Checker and SPF Meter ensuring men can easily find the right SPF and integrate sunscreen seamlessly into their routines.
By combining science-backed facts with practical guidance, Chosen is looking to break down barriers and making sunscreen an essential, everyday choice for men across India. With Real Men Wear Sunscreen, Chosen is looking to challenge societal norms, and address common barriers such as greasy formulations, beard discomfort, and white-cast concerns to normalise sunscreen use for men, and reinforce that self-care is not just empowering but essential.
