Natural ingredients have been the rage for the last decade. Foods, medicine, skin care have all seen naturals coming into the spotlight. People want to know that what they are putting in or on their bodies, won’t harm them. So why haven’t natural products taken over the anti-aging men's skin care market? The answer to any question when it comes to consumers, money.
Why would any company put its current and future profits at risk to promote products with natural ingredients, that are cheaper and more effective, than their existing, over-hyped chemical filled formulations? They won’t, and they will out spend anyone else trying to change the industry.
What is this natural age fighting ingredient no one is talking about? Beta-Glucan! It comes straight from yeast, oats or various fungi. There have been numerous studies conducted on its effectiveness as an immune system booster, antioxidant and anti-inflammatory. We’re going to focus on its benefits for your skin.
General Overview About Beta Glucan And It's Impact On Anti Aging
According to Truth in Aging, Beta Glucan has only recently started to be considered for skin care products. Historically, it has been expensive to produce and, for skin care, it’s molecular size was considered to be too big to penetrate the skin. In the last 10 years studies have upended these historic beliefs to open up beta glucan for skin care.
Like all advances in science, things become cheaper over time. The extraction of Beta Glucan from oats, without chemical alterations, has become costs effective for inclusion into skin care products. These aren’t the $150 exotic serums either. Modrn Man’s Anti-Aging system has Beta Glucan in both, the Step 1 and Step 2 products.
The molecular size of Beta Glucan hasn’t gotten smaller, but the delivery system dogma has been flipped upside down. According to an article by the International Journal of Cosmetic Science Study citing a study (Anti-Wrinkle Therapy: Significant New Findings in the Non-Invasive Cosmetic Treatment of Skin Wrinkles with Beta-Glucan, 2005) conducted by a spin-off company from the University of Alberta, Beta-glucan is the soluble fiber found in the cell walls of oat kernels. Oats have a long history of safe use in providing fast, temporary relief of itching and pain associated with minor skin irritations, have reported to improve the appearance of smoother skin and has helped wound healing. But it has been long believed that such a large molecule as beta glucan was too big to penetrate the skin.
In this paper, Dr. Mark Redmond and his co-authors describe using beta glucan-specific tracking dyes to show the skin penetration did take place. "Interestingly, the glucan penetrates in the same way that water penetrates a brick wall--it does not go through the brick, it goes through the concrete binding the bricks together," says Redmond. "As a result of our study, we now know that glucan works through the inter-cellular lipid matrix, or the cells' cement, to enter the lower levels of the skin. Of medical significance is the fact that beta glucan creams promote wound healing and reduction in scaring following surgical procedures."
Benefits of Beta Glucan on Men's Skin
As noted above, Beta Glucan has a long history as an immune system booster, antioxidant and anti-inflammatory, but the discover it can penetrate skin is significant. The finding, not only in the treatment of skin disorders and removing fine lines and wrinkles but in the promotion of wound healing and reduction in scaring following surgical procedures, says Dr. Redmond.
The research team of the study, measured the depth of the skin that the glucan penetrated. Photographs show the actual reduction of wrinkles and consumers should expect to see similar results on themselves in as little as 10 days, according to Redmond. "The proof that we provide in this paper and other research that we have conducted is that glucan can have a specific and measurable effect on skin beyond making you look good and feeling great," says Redmond. "We also have indications that a number of applications in cosmetics are in the works to use glucan as the non-invasive alternative to Botox for those who are afraid of needles."
A study published in 2016 in The Journal of Dermatology Treatment Beta Glucan was shown to an effective treatment for mild atopic dermatitis (“eczema”). In total, 80 patients (76.2%) completed the study. Topical Beta Glucan application resulted in the significant improvement of both objective and subjective symptoms of AD. On the application side, significant decline in the number of days with AD exacerbation and its severity was observed.
The Rise of the Anti Aging Market for Men
According to a Zion Market research report the global anti-aging market expected to reach $216 billion in 2021, up from $140 billion in 2015 according to Zion Market research. The stakes for the global market domination are not small. There will be several billions of dollars in the market spent on creams, serums, lotions and other topical applications. However, these revenues will be widely distributed across thousands of companies and brands. Each company fighting for a small piece of the pie, with limited budgets and marketing departments (that’s where Modrn Man sits).
Using topical, natural, non-prescription methods takes time, sometimes as little as 10 days, and has a fragmented market of suppliers. Which is why natural ingredients and new companies to the market are often overlooked.
For a size comparison, dollarshaveclub.com reportedly spent $50-80 million per year on advertising between 2014 and 2016, before being acquired by Unilever for $1 billion. At the time of their acquisition it was estimated they have approximately 3 million subscribers to their service. These numbers are truly impressive and what they were able to do is amazing, but in the context of the overall market they are still a relatively small player, accounting for less than a 10% market in the shaving industry. When you compare their valuation and marketing spend to the anti-aging market they would barely blip the radar.
The power resides with a massive few, in the anti-aging market there is no bigger player than Allergan, the maker of Botox. The company has a lot of revenue and market share to protect in the anti-aging market, leaving everyone else to pick up the bread crumbs. A recent Investor’s Business Daily article stated the global market for botulinum toxin, which includes Botox, is worth $3.4 billion and remains the No. 1 nonsurgical procedure since 2000. In 2016 Allergan recorded revenues of $729 million from the sale of their branded Botox, roughly a 21% market share.
With billions spent on R&D and more billions derived from sales on these patented, chemical compositions, inexpensive, natural ingredients will always be left out of the headlines. New, natural, cheap, non-invasive products are growing, but have yet to seriously threaten the market (ing) dominance of the industry leaders.
The Modrn Man Revolution
While we can’t promise instant results from being injected with toxic chemicals that paralyze facial muscles, or spend billions of year on advertising, we can produce high quality products with safe and effective natural ingredients like Beta Glucan. Fighting father time, doesn’t mean a trip to the Botox doc, or spending hundreds of dollar a month, it just takes some research and 3 minutes a day.
Our innovative 2 step anti-aging system was created to help men look and feel their best. We’re dedicated to helping men with our products and with our profits, as a portion of each sale goes to men’s health related charities. One day we’ll have billions to spend and be running with industry leaders, but we’ll keep our focus on natural ingredients, that men can feel great about using.