Clinical grooming

Amenity creates skincare products for men. The company launched two years ago, no doubt riding the much hyped wave of metrosexuality. Now, after listening carefully to feedback from its customers, the young company is launching an entirely new range of products. Amenity claims to be pioneering “clinical grooming”, a skincare segment that will provide men with solution-focused, physician-developed products. While doctor-developed products have been hot in the women’s market for a while, science-based formulas for men are new. The line of six products will target men’s specific skin problems (razor burn, irritation and ingrown hairs) and was developed for men’s thicker, oilier skin. Containing plenty of natural ingredients like willow bark extract and shea butter, Amenity products are all alcohol-, oil-, fragrance and cruelty-free. The packaging is smart, too — dispensers release a metered dosage, are shatter-proof, and locking closures make them safe for gym-bags. Amenity’s Clinical Grooming line — gel face cleanser, shave cream, after shave & face moisturizer, anti-breakout gel, ‘the balm’ and foot spray — will available online and through specialized retailers in October. Time to snap up international distribution rights?