Heath is a new men’s beauty brand for urbanites

The brand’s moisturiser, for example, is formulated with Soliberine NAT, an active ingredient that protects the skin from the harmful effects of blue light emitted from digital devices. ‘Blue light is part of the continuing environmental protection story that is big in skincare and will continue to grow,’ Denis Aaronson, managing director of Heathcote & Ivory, tells LS:N Global.

The introduction of charcoal in the face wash is another example, and helps to draw out dirt and impurities from the pores. ‘So many men live or work in a fast, stressful urban environment and they are looking for a simple solution for their skin at an affordable price,’ continues Aaronson. ‘We felt that there was nothing on the market of the right quality to achieve this.’

Inspired by an urban natural lifestyle, the ingredients for each of the products are displayed clearly on the front, highlighting not just transparency from the brand but an increased desire from consumers to know what is in their products.

According to a recent report from Mintel, ‘protecting claims such as anti-pollution and UV protection are expected to increase in 2017’.