OBAYATY is breaking into the men’s beauty scene

OBAYATY is breaking into the men’s beauty scene

by Robyn Pullen
3 min

OBAYATY is the new brand breaking into an often forgotten demographic when it comes to beauty: men. With a focus on an audience that has been heavily neglected by the industry up until this point, OBAYATY’s ethos is about innovating skincare and beauty for the societal group that lacks it most. Whilst that’s not an easy task, it’s one OBAYATY’s founders are confident they can achieve.

OBAYATY’s new range of custom-developed tools for transforming your skin are thriving at the intersection of innovation, lifestyle, luxury, and wellbeing. Using functional formulas to create products that aren’t only wearable for men, but designed specifically for them, every item within OBAYATY’s curated collection has been selected to target male specific skincare concerns and goals, combining science and nature for ultimate efficacy. 

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OBAYATY sets itself apart from its (few) competitors in the male-oriented sphere due to the fact that it went back to the drawing board in order to design every product with men’s wants and needs in mind.

From the products’ biology to its packaging, OBAYATY didn’t want to use anything that was already out there. Creating skincare and beauty with men, and only men, in mind meant throwing out all preconceptions around beauty products. It meant starting from scratch.

Talking to Lajjo Strand, one of OBAYATY’s co-founders, revealed how hard it had actually been to design a new product that was solely tailored to men. He explained how, even when approaching companies to create their packaging, they only had a limited range of existing silhouettes to choose from, and all of them were designed to be inherently feminine.

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This meant creating their own, unique style of packaging, and whilst it was a longer process, Strand said it was more rewarding that way because it meant they considered their audience at every step, from creating the formula of the product to the refillable case it comes in – which is rare.

What they ended up with as a result is a range of items specifically tailored to men’s wants and interests when it comes to skincare and beauty. From their jawline and cheekbone enhancing face contour stick, which is actually designed to look like a vintage lighter, to its eye booster tinted eye cream, which resembles a ballpoint pen, each product’s packaging is sleek, smart, and subtle.

Find OBAYATY’s range of skincare and beauty products on the brands website from December 5.

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