This month, Harry's (a men's care brand with a digitally native approach) and Heyday (a trendy facial shop in New York City and Los Angeles) released a co-branded men's five-minute face mask.
The news broke and our office buzzed, as men's grooming product releases are few and far between. Some skin-care giants have leaped aboard the men's self-care train; L'OrÃ©al, for example, has channeled substantial investment into its Men Expert line. Smaller niche brands have also capitalized on a man's right to groom, like Black Wolf Skincare, whose founders launched the company at age 19, and Tel Avivâbased brand Maapilim. While the number of product launches for men will still be low compared with products for women, the gap will narrow over time, according to Statista.
We tapped three editors to test this new mask—a detoxifying and exfoliating concoction of mineral-rich kaolin and bentonite clays, walnut shell powder, barley seed extract and more. To use, you simply apply the mask and wait for five to ten minutes. Which raises the question, what else can you get done while participating in your self-care?
These three guys found out.