2018 New You Beauty Awards - Powered by OmegaXL

Blue is the new pink

By New You Editorial
Posted On Aug 31, 2015

Photo Illustration by Michael Llantin
By Jeanne Muchnick

Kristi Alvarado of American Fork, Utah, is a huge fan of her husband’s antiperspirant, Old Spice Wolfthorn. In fact, after snatching it for months, she now buys it for herself. “It smells like berries and flowers, and lasts so much longer than any of the ‘female’ deodorants I’ve been using,” Alvarado says.

She’s not alone. Leslie Chatman of Dallas, Texas, became so used to using her boyfriend’s Kiehl’s Eye Alert and Jack Black Supreme Cream that she’s now a regular purchaser of both. “I have found the eye treatment to be like none other in how quickly it reduces puffiness,” Chatman says. “And the shave cream is for men’s faces, so it’s super rich and emollient.”

beauty-prodsIt’s a growing trend. Men’s grooming products, often made with the same quality ingredients as women’s, are being permanently adopted by girlfriends, wives, and siblings in bathrooms across America. And since they come with fewer bells and whistles in terms of packaging and marketing, they often afford a lower price point, too.

A 2013 Jack Black survey found that more than half of the line’s female purchasers used the products themselves, with 36 percent sharing them with men and 15 percent using them exclusively.


? Jack Black Intense Therapy Lip Balm SPF 25 ($7.50, sephora.com)
? Grooming Lounge Beard Destroyer Shave Cream ($20 for 5 oz, groominglounge.com)
? Kiehl’s Facial Fuel Moisturizer ($35 for 4.2 oz, kiehls.com)
? Anthony Pre-Shave Oil ($24, anthony.com)
? WEN Men Amber Woods Cleansing Conditioner ($72, chazdean.com)
? Menaji 911 Eye Gel ($36, menaji.com)
? The Art of Shaving’s Peppermint Facial Scrub ($25, theartofshaving.com)

Curran Dandurand, Jack Black’s CEO and co-founder, credits the explosion of interest to the fact that men’s products have many of the same key attributes women appreciate. In Jack Black’s case, they are fragrance-free, cruelty-free, and offer a simplified, uncomplicated regimen.

Anthony Sosnick, founder of Anthony, has seen a similar reaction to his line. “We use the highest quality ingredients and work with some of the best chemists in the world to create exceptional formulas,” he says. “Women are savvy shoppers and recognize this.”

Sosnick’s company— which recently dropped the words “Logistics for Men” from its name to embrace a new identity— addresses female customers with a page on its website just for them. On “Borrow from Him,” there’s a list of top products with unisex appeal. Alongside this list are the words: “Great formulas without a steep price tag. What’s not to love?”

Thieving girlfriends, wives, and bosom buddies all agree.


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