It was an evening onboard the Morpheus Cruise where I met two amazing gentleman – extremely fit, friendly and has a vision to achieve greatness through men’s skincare.
Lqd was founded by Melbourne-based Anthony McDonough and Chris Glebatsas. Launched online in 2012, retail in Sephora in Australia in Dec 2014, later launched across Bloomingdale’s in the USA in September 2016 and David Jones Australia in October 2016.
It is quoted as the “perfectly balanced cosmeceutical range utilising the best of science and nature, formulated specifically for men’s skin”. Key ingredients: Aloe Vera, AHA’s, BHA’s, Peptides, Bisabolol, Allantoin, SymSitive® 1609 – for skin health, repair and anti-aging
Australian premium men’s skin care brand Lqd is celebrating local and international success, having launched across Bloomingdale’s (USA) & David Jones (AUS) after becoming the leading men’s skin care brand with Sephora (AUS).
Lqd is now Australia’s most successful men’s skin care brand globally, with an imminent entry into the UK Market. Using the latest breakthroughs in skin care science, Lqd is one of the only brands on the market to sell cosmeceuticals as skin care, formulated specifically for male skin.
All Lqd products are aloe vera based and free from commonly used irritants such as sulfates, phthalates, parabens, petroleum derivatives, colours and fragrances. Unlike all its international competitors, Lqd products are not tested on animals.
“It’s been fantastic to watch our business grow from being sold exclusively online, to now on the shelves of some of the world’s largest retailers.” Anthony said.
“We’re breaking the rules for men’s skin care by moving away from the traditional practice of taking a women’s product, adding a new colour, fragrance and packaging and rebranding it as a men’s product. Our products are actually designed for men’s skin – that’s why they work, and why our customers love them.”
More than just a skin care brand
Advocating a holistic approach to having great skin; it’s all about healthy eating, exercise and using high quality skin care products. They also take the authenticity behind their brand to a whole new level, by being the public face of the brand. This has seen them grace the cover and pages of various men’s lifestyle and fitness publications, as they live and breathe the essence of their brand.
Let’s be real people, by using the products we are not going to wake up with abs of steel and well-defined muscles like the gods they are. BUT our skin will feel hydrated, smooth and supple – but wouldn’t that be great! On a serious note, yes they are the face of the brand and both Chris and Anthony take care of their heath and fitness. But chatting to them during dinner at The Gantry Restaurant & Bar, at Pier One Sydney Harbour – I got to know them a little better. It is about feeling confident with yourself and making a difference. We all have closet issues we like to keep private. I have body conscious issues and feel that I will never be fit and tone like all those men in the magazines. But, they are great listeners and are advocates to the younger male community about mental health issues, suicide and depression.
“We know that exercise is one of the best ways to fight depression, and so at Lqd we encourage guys to focus on feeling good through healthy diet, training and skin care regimes. We know if you’re happy with how you look, you also feel good about yourself, so the two go hand in hand,” says Anthony.
Let’s talk about the range.:
FACE wash: A low foaming, aloe vera based cleanser with Kaolin clay to draw out impurities, and it’s pH balanced so it doesn’t dry out or strip the skin of its natural oils.
FACE scrub: a dual chemical and physical exfoliant containing 12% glycolic acid (AHA, the highest level you’ll find in any Australian product without going to a dermatologist), plus biodegradable polylactic acid micro beads. AHA’s increase collagen production in the skin.
FACE shave: a non-irritant, non-foaming shaving cream that won’t clog your razor. It contains aloe vera, along with specific anti-irritants, bisabolol, allantoin, and chamomile, developed to calm and prepare the skin for shaving.
FACE calm: a fast-acting, soothing after shaving serum and the only Australian men’s skincare product to contain the active ingredient SymSitive® 1609 to calm and soothe irritation four times faster than other products.
FACE hydrate: a sweet almond oil-based skin tonic, full of anti-oxidants, vitamins C, E, witch hazel, shea & cocoa seed butter, rosehip oil, chamomile and aloe vera to smooth, hydrate, repair and protect men’s skin.
EYE restore: Australia’s strongest eye serum, containing six state of the art peptides (SNAP-8, Argireline, Syn-Coll, Matrixyl, Eyeliss, Haloxyl) in the highest concentrations you will find in any product on the market, to combat dark circles, puffiness and fine lines.
BLEMISH control: a powerful salicylic acid and niacinamide serum that clears pimples and acne in 3-5 days, with a cocktail of active ingredients. Also designed to refine skin texture, removing sunspots, whiteheads, and blackheads, and reducing the visible size of men’s pores. Enriched with ingredients that speed up the healing time of blemishes.
Lqd products RRP from $35 to $95. Global shipping available.