AbstractAffective and behavior‐based research on men's personal care products has not been abundant in published research. As the market for men's personal care products grows, specifically the skin care category, more research is required to better understand this consumer group. Eighteen in‐depth interviews with male consumers ages 18–49 were conducted with light and heavy users in two markets, Olathe, KS and Los Angeles, CA, to understand baseline information on men's perceptions, opinions, beliefs, and attitudes related to skin care. Key take‐aways included that men generally appreciate easy, fast skin care routines, use affordable and readily available products, and desire to maintain the look and/or health of their skin. Though some skin care claims can be appealing, many of the men were somewhat skeptical of typical marketing strategies. These findings help to show how brands are succeeding and failing at meeting male consumer expectations of skin care products and demonstrate the need for more exploration into this demographic.Practical ApplicationsThe available, published resources on men's skin care, and personal care as a whole, are few and far between. This work provides a qualitative example of personal care research in the men's skin care space. By presenting this primary research on how men talk about and interact with skin care products, sensory scientists will have a baseline understanding of the category before diving into more specific research questions. The manuscript provides a foundation on which future sensory and consumer research can build.