The male beauty scene is evolving fast. But the way brands approach it often hasn’t caught up. 

In this episode of Inside the Creator Economy, we sit down with Danish creator Jonathan Oteiza, also known as Jonna Skincare, to explore what’s really happening inside the male beauty space, from the perspective of someone building credibility in an industry driven by trends. 

This isn’t another conversation about skincare routines or beauty tips. It’s a discussion about trust, influence and what it actually takes to build authority as a creator today. We dive into: 

• Why viral content doesn’t automatically build trust, and why Jonna has turned down campaigns that prioritise performance over credibility. 
• What brands still misunderstand about male beauty audiences and why simply choosing a male creator isn’t the same as real representation. 
• How creator authenticity becomes a competitive advantage when audiences are more sceptical than ever. 
• And why the future of beauty may have less to do with trends, and more to do with trust. 

At the heart of it all lies a bigger question: In a world of endless content and short attention spans, what actually makes people believe you?