Men pls take care of yourselves.
Although the conversation around gender fluidity has gained momentum — with numerous new skincare brands now either expanding their offerings to incorporate men or catering exclusively to them — a chunk of the beauty industry still largely targets women, leaving categories such as men's wellness completely untapped.
Although wellness itself as a category has evolved overtime, targeting health, physical fitness and emotional well-being as opposed to only surface appearance, the primary drivers drivers of the industry are still women. But with traditional notions of masculinity being slowly pushed out the window, men have become the natural next customers.
"Men have been underserved in the wellness space," says Walsh."The idea of betterment is that when you are at your best, everyone around you wins. We think this resonates with men more deeply than the current notions around wellness. The idea for ASYSTEM was to create science-backed, high quality products which are really simple to use. And build a community of like-minded men who can inspire and support one another.
These products include a daily pill pack called the 'Superhuman Supplements' with five different capsules engineered to focus on optimizing focus, stamina, energy, recovery, mood and sex drive. The next and final product in the collection is 'Performance Skincare' which includes a cleanser, moisturizer and overnight cream, formulated to address"the unique needs of men's skin to protect, repair and rejuvenate skin.
"First, we believe that there is a tremendous opportunity in the men's wellness industry to create a product offering which is truly inside — outside, breaking down the silos which currently exist, and making it simpler for men in the process," explains Walsh."And second, we feel there is an opportunity to create a brand through a community-first approach —something we don't currently see happening in a way which is both inclusive and aspirational.
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