California – ASYSTEM creates science-backed products that aim to help men look, feel and perform at their best.
Targeting men from ages 18 to 80, its range includes specialist supplements and performance skincare, designed to work together as a system. The products are available via subscription, with a three-step skin-care regimen and a supplement system of vitamins to increase focus, energy and stamina, which are either sold separately or as a bundle for £80 ($99, €90) a month.
Beyond products, the brand hopes to build a community with The Betterment Project, a limited-edition coffee table book featuring 48 creatives and entrepreneurs, and a clubhouse that will host lectures and events around the mind and body. ‘We looked at the space and no one was taking a 360-approach to men’s betterment or creating a brand with a strong focus on community, which spoke to the modern man,’ Oli Walsh, co-founder, tells WWD.
As beauty brands continue to embrace health and wellness, the Total Beauty Market is driving mindfulness and personal optimisation among consumers.