Who Decided Men Taking Care of Themselves Was Corny?

Men are embracing skincare, grooming and looksmaxxing in ways that challenge traditional masculinity. But as fitness influencers turn personal routines into commercial opportunities, are we witnessing greater freedom of expression or another industry learning how to profit from our insecurities?

I was doomscrolling recently when I came across a video from one of my favorite fitness influencers, Eduardo Marin. He’s an IFBB Classic Physique professional bodybuilder, so I’m used to seeing his content about training, nutrition and the extraordinary discipline it takes to build a competitive physique. This time, though, Marin was walking followers through his nightly skincare routine, explaining the products he uses and why taking care of his skin matters to him. He was quick to clarify that the video wasn’t sponsored, and that’s what caught my attention. I didn’t question his sincerity. What struck me was that we’ve reached a point in the influencer economy where even an ordinary product recommendation makes people assume someone, somewhere, is paying for it.

My mind went straight to Ashton Hall, whose elaborate morning routine became an internet spectacle in March 2025. Hall’s schedule included early workouts, journaling, facial ice baths and the now-infamous banana peel rubbed across his face. The internet was merciless. His routine inspired countless parodies, and much of the commentary boiled his carefully staged lifestyle down to one familiar verdict: corny. I’ll admit some of it was funny. But who sets the corny barometer? What are the benchmarks? And why does a man publicly investing in his appearance invite questions about his masculinity, his authenticity or his common sense?