The men’s beauty industry is still a burgeoning business, but with the rise of the well-groomed male and an increasing consciousness about the appearing of ageing, the industry is expanding rapidly. Despite this, it still can’t compare to the size and power of the female market, which is why when women are flocking to buy a male-branded beauty product and deserting their own gendered offering, it’s time to sit up and take notice.
Australian brand Lqd recently released Eye Restore, an active-ingredient heavy cream laden with topical alternatives to botox and plenty of anti-wrinkle peptides. While typically marketed to men, the company noticed plenty of skin-conscious female customers wanted in on the act. Professional Beauty sat down with the Founders of Lqd, Anthony McDonough and Chris Glebatsas to discuss the history of the brand, the success of Eye Restore and the beauty industry changing its gender exclusive outlook.
What is Lqd?
Developed in Australia under one of the world’s harshest climates comes a range of skin care products created exclusively by men for mankind, with a philosophy of empowering men to look the best they can. Utilising the latest breakthroughs in skin care science, Lqd has developed a no-nonsense, uniquely masculine collection of award winning products that deliver results. Recyclable packaging, specifically designed for maximum efficiency, protects the product from air, light and contamination from fingertips, while also protecting the environment.
When was Eye Restore launched and what was the mission behind it?
Originally launched in March 2015, the Lqd Eye restore was developed to give guys access to the leading edge of skin care science. Previously the strongest active ingredient in men’s eye serums was caffeine, so we introduced 6 active peptides that work below the skin surface to improve the look and feel of the skin around the eyes. When it comes to anti-ageing, we’ve included the latest in anti-wrinkle peptides, SNAP-8 and Argireline, which work as topical alternatives to botox, as well as Matrixyl and SYN-COLL, which are both peptides that stimulate the skins natural mechanism to produce more collagen. On top of this, Eyeliss reduces the puffy bags under the eyes and Haloxyl reduces dark circles.
Why are women as well as the product’s target market (men) rushing to purchase it?
There are very few eye creams that do more than hydrate the skin around the eyes. With the Lqd Eye restore, guys notice a significant difference in the depth and appearance of wrinkles and bags around the eyes within weeks of use. Because of the strength of the ingredients and so few products of this strength being available in retail stores, women have also started to purchase it. The science behind the product speaks for itself, with a visible reduction in wrinkles of 30-50% after 6 weeks use.
What active ingredients can be found in Eye Restore?
Lqd Eye Restore is packed full of the latest science in skin care research, containing 6 state of the art peptides at the highest concentrations that you will find in any product on the market. When it comes to anti-ageing, we’ve included the latest in anti-wrinkle peptides, SNAP-8 and Argireline, which work as topical alternatives to botox, as well as Matrixyl and SYN-COLL, which are both peptides that stimulate the skins natural mechanism to produce more collagen. On top of this, Eyeliss reduces the puffy bags under your eyes and Haloxyl reduces dark circles.
What has the general reaction been to Eye Restore?
This is a product that continues to sell through word of mouth. If you know your anti-aging skin care ingredients, then you can’t go past the Lqd Eye restore for its product efficacy. With every anti-aging ingredient you could want in one formulation, this is great value for money.
Can you tell us about Lqd’s international expansion?
Locally sold through Sephora and David Jones, Lqd is also sold in the USA through Bloomingdales and launching in June in Harrods in the UK.
What does Lqd have in store for the near future?
Lqd’s product portfolio will be doubling in size in the next six months, with a new non-irritant CO2 extracted coffee bean oil body wash about to launch and a full compliment of body products and anti-aging serums following soon after.
What’s Lqd’s opinion on the beauty business changing its gender exclusive outlook with the new focus on male beauty products? Do you think this is just a trend or a change that has a long future?
The men’s skin care market while still small, is growing at twice the rate of the women’s market. The market will continue to grow larger as more and more young men start using skin care products in their early teens. By the time these boys are young adults they will already be experienced skin care product users, so the men’s market will continue to grow and develop faster than the women’s market over the next 10 years.
Discover more about Lqd skincare by clicking here for their website.