Dwayne Johnson has identified facial toner as a "quiet superpower" within his personal skincare routine [1, 2].
The endorsement comes as part of an effort to normalize comprehensive grooming for men. By sharing his specific beauty hacks, Johnson aims to encourage men to move beyond basic cleansing and incorporate more advanced steps into their daily regimens [3, 4].
Johnson, who is 54 years old [5], launched his skincare line, Papatui, in 2024 [3]. The brand focuses on providing accessible skincare solutions tailored for men. Through the promotion of his product line, Johnson has highlighted the specific benefits of toner in maintaining skin health.
In discussions regarding his routine, Johnson said that toner is a tip "every man should know about" [3]. He described the product as a subtle but effective tool for improving the appearance and feel of the skin [1, 2].
This public push for men's skincare follows Johnson's long-standing presence in the public eye, including his recognition as People magazine's Sexiest Man Alive in 2016 [3]. By leveraging his image as a symbol of strength and masculinity, Johnson is attempting to bridge the gap between traditional masculinity and the use of specialized beauty products [4].
He continues to advocate for a disciplined approach to skin maintenance, suggesting that the addition of a single product like toner can significantly impact a man's grooming results [1, 2].
“"quiet superpower"”
The promotion of skincare by high-profile masculine figures like Dwayne Johnson reflects a broader market shift toward the 'masculine grooming' sector. By rebranding skincare steps as 'superpowers' or 'hacks,' these influencers lower the barrier for men to enter a market traditionally dominated by women, potentially increasing the commercial viability of gender-specific beauty lines.
