Dewy Skin Is a New Grooming Trend. Here's How To Not Look Sweaty

The grooming industry is full of buzzwords, often plastered onto packaging as a signifier of what the scientific jargon actually does to your face. 'Hydrating', 'Brightening', and 'Clarifying' are all rife, but the term that continually trumps them all? 'Mattifying'.

Search the word online and you're inundated with products—cleansers, serums, moisturisers—that promise to remove the oil from your visage. For years, it seemed perfectly acceptable for men to have skin as shine-free as a piece of A4 paper. That changed yesterday, with the announcement that hot boy Harris Dickinson is the ambassador of hot girl Hailey Bieber's skincare brand, Rhode.

In the campaign, the Babygirl star is milling about until the Rhode glazing mist—one smart Instagram commenter noted that he should really be fronting the brand's glazing milk – is popped into his hands. After two spritz of the product, he states: "It's nice that."

The product's press release promises to leave skin looking "glazed, supple and hydrated", providing "a glowy, radiant finish that lasts for hours". Quite the opposite of matte, then.

Years ago, Bieber advocated for the "glazed donut" look, sparking a trend that would see plenty of women slapping on product to resemble a Krispy Kreme counter. “My standard when I go to bed at night is that if I’m not getting into bed looking like a glazed donut, then I’m not doing the right thing,” said Bieber in a YouTube video.

Now, she seems in favour of men doing the same.

Across the beauty industry, the effect is widely labelled 'dewy': a glow/radiance that's noticeably different in appearance to... well, sweat. It's a term yet to be uttered en masse in mens skincare circles, but does provide a good antidote to skin that's looking a little lacklustre. There should be a slight sheen, but nothing that would allude to you overheating. To avoid crossing that fine line, read our tips on achieving dewy skin below.

Exfoliate Regularly

Dewy skin never looks dull, and the best way to avoid the latter is by exfoliating. This removes dead skin cells to give way to smoother, less congested skin, which inevitably, brightens your visage.

There are two routes you can go down: physical or chemical exfoliants. The former hold small particles (like microbeads) that physically lift old skin cells. Use them with a textured face towel to double the effect.

Chemical exfoliants, like AHAs or BHAs, work by using acids or enzymes to dissolve the top layers of skin—which sounds a lot scarier than it is. Generally, they'll offer a harsher exfoliation than physical ones, making your skin appear brighter for longer.

Scrubs can be used more regularly than acids, so they're easier to fit into your skincare routine when you don't want to think about how often you should be using a product.

Use a Brightening Serum

Following on from the above, a brightening serum is a product you can use in between exfoliations to keep your face looking its glowiest.

When shopping around, look for serums that contain Vitamin C. This powerful antibody promotes the regeneration of collagen (that's a protein that'll keep you looking younger) and reverses sun damage. That means your skin will be plumper, it'll have an more even texture, and, you guessed it, will make your face glow.

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Hydrate With The Right Moisturiser

As mentioned, a lot of grooming products promise to mattify your skin, and this couldn't be more prevalent than within the moisturiser category. Obviously, those products should be avoided, but hydration is still important. Even if you have oily skin.

If that's you, look for products that are oil-free but packed with hydrating properties. It might seem counterintuitive, but your skin produces more sebum when its lacking in hydration. Look for products packed with niacinamide and hyaluronic acid to counter the thinner consistency.

This story originally appeared on Esquire.com/uk.