Face Value
Most men don’t give a rip about skincare. But the industry is shifting to offer simpler (and smarter) products that appeal to everybody. We asked a guy in Honolulu to test a new line of premium daily facial treatments. Can this make him into a believer?
DISCLOSURE: I am not a “skincare guy.”
In my bathroom at home, you’ll find many lotions, crèmes, scrubs, oils, sprays and assorted applicators. These belong to my wife. My area of the medicine cabinet consists of extra razors and a bar of soap. I don’t even own aftershave. Or shaving cream.
It’s not that I’m anti-product. I’m 45 years old, and I’ve dabbled in skincare before, at my wife’s suggestion. But I always walked away feeling like it wasn’t for me— too expensive and too strong. More often than not, it would actually make my skin feel worse. It just never took. Invariably, I ended going back to my soap and razor.
This, according to the HILuxury staff, made me the perfect candidate to test a premium daily skincare routine for one month.
This new regimen came from Previse, a boutique dermo-apothecary label founded in 2013. The brand specialized in fragrance-free, plant-based products, skipping out on ingredients that “either show a tendency to be a carcinogen or the science is inconclusive.” It touts sustainable sourcing and recyclable packaging. The Previse line has also been certified vegan and cruelty-free by PETA.
Simplicity is the company’s métier. And for any guy dipping his toe into the wonky, convoluted world of designer skincare, that will come as a relief. I just followed the instructions on each of the three bottles. First, the cleanser, which I used to wash my face before getting in the shower. Then, the serum, which went on after showering. Last, the foaming moisturizer, which I’d lather on before heading to my office in Honolulu. Done.
Because it’s so straightforward, I settled into the routine quickly. Within a few days, I didn’t even think about it anymore. Cleanser, serum, foam—it all became automatic. I could feel the moisturizer working, sometimes. But, to be honest, I didn’t notice much of anything.
Here’s the crazy part: Other people did. Unprompted, my wife commented that my face looked better. She wasn’t the only one. Over the course of
three weeks, I had four different women compliment my skin. Huh? Wait a minute. What? Me? It was pretty strange. But not in a bad way.
That alone, I think, is probably worth the cost of a basic skincare routine for most men. (On its website, Previse charges $34 for the Purify Marine Cleanser, $65 for the Nutrify Serum and $48 for the HyrdoFoam Moisturizer.) But, for me, the appeal is overall health. My work as a designer keeps my mind engaged creatively. I’m a keen cyclist and have been a vegetarian for three decades. Maybe it’s time to start taking care of my skin, too.
I’m still not ready to start using masks or pile clay on my face overnight. Odds are, I’ll never be a real skincare guy. But my tester bottles are starting to run low, and I’ve taken a spin around the Previse online store. My wife can still have 90 percent of the medicine cabinet. Just leave a little extra space next to my razors and soap. — Jeff Sanner