Where the boys are:
Dedicated male skincare products were once few and far between, and usually contained very manly scents, packaging and descriptions. Boys used what their fathers had used, and so on and so forth for generations. That was then.
Male skincare is definitely a thing, but there seems to be a lot of time spent on branding and less on true innovation. Two launches that caught my attention recently are Rich by Rick Ross, and Oars + Alps founded by two friends tired of their beauty products being poached by their husbands.
While neither brand breaks very new ground, they’re each interesting in their own way.
Rich vs. Minimalist
Rich is all about swag, as evidenced by the founder’s mission statement which includes this comment “I always get asked what I use to keep my beard so fly and real bosses help other bosses stay blessed so, I knew I needed to bring the people what they wanted!” The products also have some fantastically luxe ingredients including champagne extract, moisturizing caviar extract, hemp seed oil and kona coffee. They also happen to smell heavenly.
On the flip side, Oars + Alps seems to embody the stripped-down version of a millennial’s preppy dream. The products don’t oversell their mission and declare themselves reliant on an ingredient called Alpine Caribou Moss (no, really), though a quick scan through the ingredients lists include more traditional crowd-pleasers.
I happen to love both lines, because they’re creative, fun and smell really good. Also, it’s interesting to see the trajectory of newer launches for men and how they seem determined to capture very specific slices of the market.
Next up ?
The thing is though, that men’s skin is very different from women’s and has very specific needs. It will be fun to see the next generation of dermatologist and cosmetic chemist intensive launched products created just for him. I suspect we’ll be seeing a lot more brands launched for the sake of launching a brand, before we see true innovation created exclusively for men’s skincare needs.