The Marlboro Man’s Guide to Skincare

They Don't Make 'Em Like That No More

My dad worked with his hands. He smoked cowboy killers and chewed Red Man. Spent his life living off the land, and even grew his own tobacco for years. He doesn’t own a smart phone. Skincare to him is the cheapest bar of soap he could find that still removed the layers of car grease from his calloused hands. 

I grew up with an appreciation for this rugged Western archetype and, with a family who brought the Marlboro kayak (bought from their Gear Catalog using Marlboro Miles) on every camping trip, there’s a soft spot in my heart for old school tobacco culture. 

But I also want to live longer, healthier, and prevent early signs of aging. You can keep the weathered look—if you want a mortgage for your face. But today we have the tools to look and feel your best.

In this piece we’ll explore what it means to be a modern American cowboy: The Marlboro Man 2.0. You can still ride hard, work hard, and embody rugged grit—without the weathered, sagging skin. Giddy up.

Branding Masculinity: The Marlboro Man Story

Marlboro wasn’t always associated with the rugged American cowboy. When first introduced in the 1920s, they were marketed to women as a luxury brand with the slogan “Mild as May.” 

In the 1950s, the public’s awareness of smoking health risks was growing. Filtered cigarettes emerged and were marketed as a “safer” alternative. However, big tobacco had a big problem: filtered cigarettes were linked with femininity and considered unmanly due to previous campaigns. 

Phillip Morris needed a rebranding effort to connect with the male consumer, and reposition themselves as a “healthier” smoke in this more conscious market. They needed a hero. An aspirational muse that defined rugged independence, grit; the ultimate man’s man. 

Enter The Marlboro Man. Created by the legendary Chicago ad agency Leo Burnett in 1954 (who created other iconic CPG mascots like Tony the Tiger and the Pillsbury Doughboy). 

The first model for this cowboy campaign was the real McCoy. An actual Colorado rancher named Bob Norris who was friends with John Wayne. His ranch took priority. So he was ambivalent at first. Ironically, he was a non-smoker. 

In 1964, the US Surgeon General issued their first warning linking cigarettes to lung cancer. Norris’ children questioned their father: if you don’t smoke, and you don’t want us to smoke, why are you promoting cigarettes?

A man has to live by a code. So, as a man of principle, Norris saw the hypocrisy that deeply conflicted with his values. So he walked away from his lucrative modeling job in 1968. Though Norris left, the idea of the rugged cowboy was etched into the American imagination.

The culture changed but Marlboro’s advertising remained the same. Remaining single-minded from 1950s inception until it became illegal in 1999, and establishing itself as the #1 selling cigarette in the U.S. since 1975.

Marlboro became more than a cigarette brand. It became part of American culture. Smokers saw the brand as a piece of their identity, one they’re proud to lay down on the bar. As a leading national magazine put it: “Smoking Marlboro is kind of a psychic down payment on achieving the American Dream.” 

This cultural icon endures today. Earlier this year, the reboot of the cult classic “Harley Davidson & The Marlboro Man” was released starring Jason Momoa and Tom Hardy. 

But culture changes, paradigms shift, and behavior evolves. We can appreciate the Marlboro Man and what he represents, but I doubt anyone still believes filtered cigarettes are healthy.

Changing the Paradigm: Skincare/Gear 

You get ready for 18 holes on a beautiful, sunny morning. You throw on your sweat-wicking performance polo, and pack up the essential gear: clubs, glove, rangefinder, Zyn, a water bottle so you don’t get dehydrated…sunscreen? 

Maybe, maybe not. Recent research found that only 42% of golfers use sunscreen when the weather demands it (i.e. a sunny day). Further, only 4.8% reapply sunscreen—which is essential for SPF to do its job. 

The benefits of applying sunscreen far, far outweigh the costs. 27% of golfers reported ever having a skin care diagnosis, versus just 7% of the general public. If you’re a golfer, you’re getting 5x the average person’s UV exposure—and raw dogging it is the fastest way to wrinkles, sagging skin, and the weathered look of a Key West bar regular. Not to mention, your performance and enjoyment are better when your skin isn’t burned, irritated, and getting fried like your brain on drugs. 

Sunscreen and skincare adoption have come a long way in recent years. As one in the biz, I’d say the stigma around men’s skincare is more or less gone (especially in younger generations). But it’s still not a habit for most. Putting sunscreen in your golf bag, or hydrating your skin daily, has yet to become a ritual done on auto pilot.

Forming rituals at scales takes a long time. Products we now use every day, without thinking, took decades to achieve mass adoption. Deodorant took 30-40 years. Brushing your teeth didn’t become a daily habit for 25-35 years. Body wash was seen as feminine for over two decades, and it wasn’t until early aughts rise that it became normalized among men. Those growing up in that period likely remember the gimmicky Axe & Old Spice Red Zone stuff that rode this wave (fortunately, body wash has improved since then). 

Which brings us to the importance of embracing modern innovations that improve your life, and being willing to let go of things that no longer serve you, while keeping the values and traditions worth holding onto. Traits like ruggedness, grit, and toughness aren’t contingent on roping cattle and ripping butts.

I started Magnolia League because I wanted you to enjoy the significant benefits of adopting sunscreen and skincare as a ritual—in your home, on the links, or wherever the sporting life takes you. To do so, I needed to shift the paradigm and show men what it really is: this isn’t a beauty product, it’s a tool.

Making SPF skincare ritualistic gear is a habit that makes your life better. It helps you look and feel better, live healthier, and thrive—giving you the confidence that creates opportunities and builds meaningful relationships. It’s being responsible and taking care of yourself, so you can play the game of life on your own terms…it doesn’t get more masculine than that.

The Original Marlboro Man vs. MM 2.0

Now let's compare and contrast the original with what today’s Marlboro Man might look like. These are just general observations—not a thesis on modern masculinity—so take this lightly and have fun with it. 

Two men. Fifty years apart. One starts his day with a black coffee and a cigarette. The other with lemon water, SPF moisturizer, and a Zyn. One works the open range, the other works openings on his Google calendar.

Different tools. Different terrain. Different eras. Same values—just different contexts and tools. The Marlboro Man is still alive in 2025. He just traded his cigarette for a green smoothie and traded lung capacity for longevity…but the fire in the gut burns the same.