This research is to investigate men’s attitude toward the skincare consumption, for example; in the linkage of self-concept theory with the demand for individuals to be accepted by others, is it possible to be one part that stimulates males to look after themselves increasingly by consuming skin care products? And also to solve which factors have highly effects of male consumers before making decision to consume skincare products. Additionally, this research also gives an opportunity to comprehend more the consumer’s behaviours, market tendency and buying appraisal in the masculine skin care market in Thailand.