Breaking the Mould: Skincare's Not Just a Ladies' Game

Most of you probably don't know that in the early days, we opened a pop-up shop in Prahran Central. We had no idea what we were doing but we knew how to make good soap! Anyway, from when I first opened our doors, I noticed a particular type of customer that I hadn't really envisaged: the male tradies who hated what their work was doing to their overly dry hands.

Now this was 2014, and I still remember one of my first customers of this type when I suggested that our Absolute Avocado Soap would be the go. His response was, "But I just love lavender," and he loaded up on our Luscious Lavender.

So let's chat about something that bugs me: the old-school idea that skincare is mostly for the ladies. And my new bugbear, that now brands have worked out that men need skincare after all, there's a rush to bring out a whole load of products "designed specifically for men."

What’s with the gendered skincare ads? Remember those ads with women smiling mysteriously at a bottle of face cream? Or the rugged blokes splashing on aftershave in almost every other commercial? For the longest time, it seemed like only women needed skincare, while men were supposed to rough it out. Not fair, right? Plus, it's a bit off the mark considering everyone has skin that needs care!

Traditionally, it’s been women making the skincare choices for households. From picking up a gentle moisturiser to choosing the best sunblock, women were the go-to shoppers. Brands kept targeting them, thinking skincare wasn’t a ‘masculine’ concern—leaving blokes out of the conversation entirely.

Natural Ingredients for All: After being schooled in those early days of our business, I’ve never been about the ‘for him’ or ‘for her’ labels. Whether it’s the calming whiff of lavender or the sweet scent of geranium, I believe great ingredients don’t pick sides. They’re just here to make everyone feel good.

Why Stick to Stereotypes? We reckon it’s time to ditch the stereotypes. Good skin is about feeling great, not fitting into a box. That’s why our soaps and skincare goodies focus on what matters: top-notch ingredients that get the job done for anyone and everyone.

So, here’s to changing faces (quite literally) and embracing a skincare routine that suits everyone. Remember, whether it’s for pampering, protection, or just plain old cleansing, soap doesn’t see gender—it just sees a chance to do some good.

Emma XX