Sponsored article.
While the era of the metrosexual is behind us (replaced by the ‘lumbersexual’ - according to Euromonitor), it’s not time for men to put away the hair gel just yet. Male grooming is on the rise, with its popularity expected to continue well into the future. Riding the trend’s wave are two men who took the matter of a lacking male market into their own hands, launching the Australian male-centric brand, .
The brand’s co-founder Mark Tucker explains meeting his business partner Matt Gillman: “When [we] first met there was an immediate connection. [I] had a deep knowledge of the beauty industry and Matt had a point of view that he couldn’t find the male grooming products that he wanted.” It led the pair on a journey of discovery, whereby they realised too many men were reliant on products made to target women’s concerns.
That was how Handsome was born - a product line formulated just for men. It’s not an extension of a female-targeted line, and it intends to remain male-centric, offering six products to cater to the most common needs of male grooming. The skincare products combine natural and organic ingredients rich in antioxidants and anti-ageing properties, and are presented in minimalistic packaging.
Tucker and Gillman established criteria for the brand’s creations that were nothing short of tough. As Tucker says, “The products needed to be able to deliver effective results on skin and hair. They [also] needed to be enjoyable to use and to look stylish in the bathroom.” The duo worked alongside highly-experienced chemists to ensure each and every product aligned with the specific briefs given. When launching the brand, it certainly helped that both men had relevant backgrounds, with Tucker previously presiding over L’Oréal Australia as CEO and Gillman at the helm of his own digital agency.
Thanks to these backgrounds, both men understood the convenience of e-commerce was key to the brand’s attractiveness to the consumer. “It allows reluctant male shoppers to browse in the privacy of their own homes and take the time to understand and select products which are suited to their needs. And what could be more convenient than ordering on a Wednesday night and having the products delivered to their doorstep on Friday?” says Tucker.
Tucker also predicts this is just the beginning for the male grooming industry. He hopes Handsome will play a part in the growing interest men have about their appearance. “Many men begin using personal care products that belong to their partners but remain reluctant to shop for themselves in the category. Handsome products are designed to appeal to men who want to feel good and look good about themselves, who appreciate products that work effectively, and also want to look good at the same time,” he summarises.