It’s Men’s Grooming Day: Indie Brands Drive Wellness & Personal Care

Hygiene has always been an important driver in the men’s grooming market, even more so in the past few years with the rise of wellness in skincare. But on Aug. 19, it’s Men’s Grooming Day—a national holiday to commend guys for washing their faces or trimming their beards.
 
Take a look at some leading grooming products in personal care for guys that have recently launched or expanded in the personal care and wellness space.
 

Atwater Skincare for Men Coming Soon to Nordstrom

A new skincare line for men, Atwater, debuts next month at Nordstrom and online now at the Atwater site. The company is the brainchild of industry veteran Chris Salgardo, the former president of Kiehl’s, a L'Oréal brand. Before that, Salgardo was a makeup artist for Chanel, Bobbi Brown and L’Oréal, and had an executive role at Giorgio Armani Beauty. Look here to learn more.

Indie Grooming Brand Disco Expands with Wellness Supplement

Disco, a fast-growing direct-to-consumer company and Nordstrom’s second best-selling grooming brand, is showing that wellness is not just for female consumers with its latest launch for men. New for the season is Disco’s first-ever ingestible, Fountain of Youth, which is a daily skin supplement for men. Read about it here.
 

Grooming Brand Scotch Porter Hits Shelves at CVS

Award-winning grooming and wellness brand, Scotch Porter, recently announced the expansion of its beard collection on the shelves of nearly 2,300 CVS Pharmacy locations nationwide. Scotch Porter is committed to providing clean solutions to the problems men face daily through its affordable, multi-purpose, “better-for-you” product offerings. Check out the story here.
 

Frederick Benjamin, Wuli Grooming Carve Out Success in Personal Care

Frederick Benjamin was the name of a dapper gentleman who wore fedoras and three-piece suits while managing a tight ship in the yard of a Columbia, SC lumber business.
It’s also the name of a grooming company helmed by his grandson, Michael James, who watched his grandfather in action as a youth. 
 
Meanwhile, entrepreneur Amadou Doumbia—a native of Mali, West Africa—recently launched his first unisex hair care company, Wuli Grooming. The clean hair care brand, based in Australia, offers a range of cruelty-and vegan styling products with 15 plant-based ingredients that cater to all hair types and textures. Learn more here.
 

Bulk Homme Men’s Grooming Essentials Line Arrives Stateside

Bulk Homme—a 2020 Pure Beauty Global Award winning brand of skin and hair products—is now available in the US market. The brand’s science-driven solutions have been designed specifically for men’s skin and hair needs. Check it out here.