Primal cream: Designer makes skincare more manly

‘Men are becoming equal to women in the beauty world,’ van der Beek tells LS:N Global. ‘But they need to have a different ritual and experience of applying make-up. The tools need to be larger and heavier.’

Primal Skin uses industrial references and natural ingredients – such as coal, clay and mineral stones – to create its foundation, facial powder, eye pencil and eyeliner. Van der Beek also created rough and sturdy tools – reminiscent of miners’ tools – for the application, that lend an air of masculinity to the process.

While make-up for men is becoming more accepted, designers continue to play with ways to keep it manly. For more, see our Mandustrial design direction.