How a trio of friends turned their search for self-care into a new category of men’s skincare that nixes toxic ingredients—and traditional masculinity.
onto his face after a fresh morning shave. Launching today and packaged in a little glass tub scrolled with the kind of font you’d imagine on a '70s ice cream truck or glossy surf magazine, the formula’s ingredient heroes, such as hyaluronic acid and squalane, are designed to deliver a soothing water bomb of hydration rather than a stinging tingle. After fifteen-ish minutes of relaxing , he splashes it off with warm water.
It was just a couple of years ago when Patrick Dolezal, Emily Farra, and James O'Dwyer were sitting on the floor of a New York City apartment deciding it was time to expand their friendship into a business.
To engineer the Moisture Mask, they linked up with a lab in California that applied European Union standards when selecting biocompatible, nontoxic actives rather than the old-school Wild West approach. “The U.S. bar for developing cosmetic products is like, basically nonexistent,” says Dolezal of complying with EU rules that exclude around 1,400 harmful ingredients .
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