Beauty manufacturer Orean's CEO sparks movement for men's cancer support

In the beauty world, where skincare and self-care often focus on women, a new movement is shining a light on men’s needs during cancer treatment. Dr.PAWPAW’s CEO Johnny Paterson and Orean's CEO Dan Williams are leading the charge along with cancer charity Look Good Feel Better.

This September, Johnny Paterson and Dan Williams will take on an 874-mile cycling challenge from Land’s End to John O’Groats. Their mission? To raise funds and awareness for Look Good Feel Better’s new cancer support service tailored specifically for men.

In the UK alone, more than 200,000 men are diagnosed with cancer every year, yet there has been little dedicated support addressing the physical and emotional side effects men face during treatment. Look Good Feel Better’s newly launched men’s workshops fill this gap, offering expert advice on skincare, shaving, grooming, styling, and exercise - all designed to help men feel confident and supported while undergoing treatment.

Paterson commented: "Throughout my life and career, I’ve always believed in using what I have to help others. This challenge, which has always been on my bucket list, is another chapter in that story. I’m riding to honour the men who are fighting battles we don’t always see, and to make sure they never have to do it alone."

One workshop participant said: "Thank you so much for an excellent session! There were lots of opportunities to share experiences, I'm very much looking forward to trying the items in the goodie bag!". Another added: "I learned a lot of useful information regarding skincare. The pack of skin products we were given was also a bonus. So many thanks for a very informative and useful workshop."

The campaign extends beyond just the ride. Paterson and Williams are calling on fellow industry leaders, brands and cycling enthusiasts to join parts of the journey or sponsor stages. Sponsorship packages offer marketing benefits, with all proceeds going directly to expanding men’s workshops across the UK in 2026.

Williams noted: "This ride is about more than distance; it’s about making a difference. As a business leader, father, and endurance athlete, I know how important support is during life’s toughest challenges. We’re cycling every mile to help men feel seen, supported, and confident during their cancer journey. I hope the industry will join us in powering this vital cause forward."

For the beauty and grooming sector, especially brands focusing on men’s skincare and wellness, this initiative presents a powerful opportunity to make a meaningful impact on a previously underserved community. It’s a call to action for brands to back men’s wellbeing beyond traditional products.

Dan Williams

Ian Daniels, Fundraising & Communications Director at Look Good Feel Better, concluded: "Their [Paterson and Williams] commitment and hard work will allow us to reach more men at a time when there is little or no support for men living with cancer. The impact of their support goes far beyond the surface - helping men feel seen, supported, and confident during one of the most challenging times in their lives."