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Groom mates: innovative men's beauty brands

Groom mates: innovative men’s beauty brands
Groom mates: innovative men’s beauty brands
Men’s beauty brands Beau.D, Tracaris Saint New York, and Asystem are ushering in ‘a new wave of masculinity’
Clockwise from top left, deodorant, $24, by Saint New York. Hydrating Radiance Serum, $40, by Tracaris. Overnight Rebuilding Cream, $28; Superhuman Supplements, $85, all by Asystem. Lip Salve, $38, by Beau D.
While the past few years have seen a flourishing of genderless fragrances and make-up for men, innovative, inclusive approaches to male skincare and wellness have remained few and far between. ‘The men’s skincare business is not keeping pace with evolving cultural attitudes regarding gender and beauty,’ says Brandon Palas, founder of Beau.D, a brand that pointedly identifies itself as ‘a beauty line for men.’

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