Gentleman’s Brand Co.: Australian Products for the Well Kept Man
Gentleman’s Brand Co. an Australian indie brand focused on natural men’s grooming products. (Photo: Instagram)
The market for men’s grooming products, including the skin care sector is growing rapidly, with improvements in science, society, economy, education, and technology, allowing men to have a better lifestyle. Some may call it ‘airs,’ but just as women feel the need to keep up with social pressures of looking and staying youthful, men are under the same increasing pressures as well.
I recently stumbled upon a unique indie brand called Gentleman’s Brand Co, at Liberty Fairs, a menswear tradeshow in New York City. It’s the brainchild of three Australians: A creative, an entrepreneur, and an alchemist. Together, siblings Matthew and Sally Woodward and Nick Benson brought the love of their local surroundings and a desire to create something new with a refined approach to the men’s skin care industry. Designed, manufactured, and formulated on the east coast of Australia, Gentleman’s Brand Co. worships the lush Australian landscape and it’s fabulously rich ingredients and extracts such as Australian Macadamia, a rich nut oil packed with fatty acids that help moisturize, nourish, and aid regeneration.
Gentleman’s Brand Co. uses natural Australian ingredients in their men’s products. (Photo: Instagram)
GBC’s passion for skincare and natural ingredients have turned into creating because the men couldn’t find the right solution for their skin. “It came from the love of creating beautiful things that work,” says Benson. “The East Coast of Australia is a harsh place to exist in; our life is in the water. We swim, we sail and we are in the sun, the wind and the sea. The environment is demanding on our skin, but the landscape is rich with native botanicals that are nourishing and nutrient dense.” Being from Australia allows GBC to differentiate their product easily with “exotic” ingredients. While perhaps less exotic to Australians, to the US market the Tasmanian Mountain Pepper Berry is quite a unique thing, not to mention being packed with antioxidants.
Everything is made in-house, from creative direction, branding, photography and motion all the way to the product development and business design. By applying time-tested methods to simplify the skin care regime, Gentleman’s Brand blends formulas using natural ingredients, bush botanicals, and premium plant-based extracts. Their product range is free from harsh chemicals such as parabens, sulphates, artificial colors, and synthetic fragrances, and do not contain any animal derived ingredients. As growing numbers of male consumers seek innovative products that contain effective ingredients, it’s no wonder that smaller, niche brands like GBC are popping up and resonating with shoppers looking for something more unique and natural.
“We believe in a Well Kept gentleman — I too agree with this same motto,” says Matthew Woodward. “His skin and his regime should be uncomplicated — free from the over-marketed whatever-washes and false promises. Our focus is to deliver simple, no-fuss skin care products for all men with all skin types.”
The brand is dedicated to simple, no-fuss men’s grooming products sourced locally from Australia. (Photo: Instagram)
The brand is currently sold at artisanal stores like Oak in Brooklyn and LA, Freemans Sporting Club in NYC, and Alder & Co in Portland, Oregon, as well as Barneys. Internationally, you’ll find it at 12 specialty stores throughout Sydney and Melbourne, Colette in Paris, Konzepp in Hong Kong, and Anna + Nina in Amsterdam.
In the United States, Matthew Woodward believes American men can get behind his Well Kept philosophy. It’s a way to live that means taking care of yourself, your skin and the people around you. “The truly great take away was seeing how loved the brand was in the US. It’s hard to get a sense of that when you are on the other side of the world. It’s heart felt to know consumers love our brand and love what we do. It gives us energy and propels us.”
Related:
Essential Tips for National Men’s Grooming Day
