Gone are the days when men sneak into their ladies’ bathroom cabinets for a squirt of body wash or a scoop of La Mer.
More and more, men are turning to brands like Jack Black, Anthony Logistics and French-based Sothys Homme, particularly that latter because of the brand’s male-friendly ingredient phytomalt, a hydroglycolic complex that comes from the distilled malt of Scottish whiskey.
Yes, that’s right — we’re talking good, old Aberlour-Glenlivet and Jack Daniels (okay, JD is actually from Tennessee).
Phytomalt is packed with proteins, sugars, vitamins, amino acids and minerals, a chemical cocktail that is soothing and calming to the epidermis of XY chromosome carriers. Sothys, established in 1946 by medical biologist Dr. Hotz, is collection of exfoliating scrubs ($28), age-defying active care ($46), detoxifying active cleansers ($26), soothing after shave balm ($32), deodorant sticks ($19) and other male-inclined products.
Because everyone knows when it comes down to the wire, men are all about saving face.
