Clean beauty comes for the guys
Clean beauty is all the rage as retailers dedicate whole aisles and labels to the toxic-free category. And while this trend mostly centered on women, greener ingredients have finally infiltrated men’s brands. Beautycounter released a men’s collection, while organic / natural DTC brands like Huron and Maapilim are gaining traction.
Last week I reported on Bravo Sierra, the first military-native wellness brand with a focus on clean, high-performing grooming essentials. The military boasts a long history of crafting consumer goods with civilian applications. (See: Jeeps, aviator glasses, aerosol bug spray). But it’s telling that the Army is now incubating “military tough” botanical moisturizer.
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