New men's beauty brand OBAYATY debuts
OBAYATY, a new hybrid skincare and colour cosmetics brand for men, has launched for the first time to help "transform the way men approach and shop beauty".
Founded by Pontus Frankenstein and Lajjo Strand, the brand has launched with seven multipurpose skincare and colour cosmetics products.
The product formulations are said to have both instant and long-lasting benefits, all selected to target male specific skincare concerns and goals, combining science and nature for "ultimate efficacy".
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- Face Contour Sculpting Bronzer Stick
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- Eye Pen
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- Nail Colour
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- Retouch Stick Concealer
"OBAYATY creates the tools, inspiration and space to implement change in the way men will approach beauty," reads a statement from the brand.
"It celebrates a modern, more inclusive interpretation of masculinity through cosmetics and a new personal aesthetic for men, with design, craftsmanship and luxury at the heart."
The products
- Eye Booster Tinted Eye Cream (5 shades).
- Retouch Stick Concealer (5 shades).
- Lip Balm (3 types).
- Eye Pen (5 shades).
- Nail Colour (5 shades).
- Face Contour Sculpting Bronzer Stick (3 shades).
- Illuminating Stick Highlighter.
The collection is also supported by a refillable system, which is engineered to "minimise waste whilst being durable, aesthetic and ensuring a luxurious user experience".
Lajjo Strand, Co-founder of OBAYATY, said: "Our product range has something for everyone, and things like refills make it possible for anyone to experience what OBAYATY is. We're here to teach and learn, to adapt and meet the needs of men. All men."
Priced from £22-65, the new range is available online at OBAYATY.
