Chris knows that it’s good skincare. When he was president of Kiehl’s for 18 years, the brand became one of the best selling grooming brands in history. Chances are, you have seen and used products that he brought to your bathroom. He wrote a book about what men want and need to groom. Three years after leaving Kiehl’s, he’s back in a medicine cabinet. As a brand founder.
A new men’s skincare brand was developed by the man himself. The line was named after his father’s hometown of Atwater, CA. Every single tube and bar in the collection was brought to life by Salgardo’s strong opinions. There are two moisturizers based on skin type, an eye cream, a face scrub, a shaving cream and three cleansing bars.
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The man set out to make the city simpler. There will be products that you don’t know how to use. He talked and listened to men about what they wanted to use. He remembers men saying they wanted healthy skin and looked better. It needs to be a routine. I kept it simple because I wanted you to get the best skin possible.
Clean formulas are not going to ruin your skin. You should not be drinking booze on your face. “You shouldn’t be putting perfume on our face.” Even though they don’t contain harsh ingredients, the products are still packed with active ingredients that focus on improving the appearance of the skin and revealing a healthy complexion. He says that even if you have dark or light skin, you should always use a brightening ingredient.
The texture of the products is what really stands out, it took three years of development for it to be perfect. He understood that you, me, and all men care about texture from both his personal experience and years of customer conversations. Men don’t want to use a product on their skin. He is correct. Skin Armor, his hero moisturizer for all skin types, sinks into your skin quickly and easily without any greasy feel, and Oil Regulator, his version for oily skin, too.
The unfussy approach to skin care is what sets Atwater apart. There won’t be any crazy marketing, hard-to-back-up claims, or crazy ingredients in the wheelhouse. He says he didn’t need to climb a mountain to find flowers that only bloom once a year. I wanted to power up what I knew worked best. That’s what I did.
He admits that he is an eye cream fanatic and that he is obsessed with the Eye Armor Eye Moisturizer. He says you have to keep your skin hydrated. Too few men do it. Do you think about your car? If you left your car outside and didn’t take care of it, it wouldn’t last long. That’s what happens when you look in the mirror. You won’t care now, but one day you will. It has never been harder to avoid that fate.
The collection can be purchased at Nordstrom.
The best skincare routine for men.
He writes about men’s grooming. He has written for a number of magazines, including New York Magazine, Spotlyte, and Very Good Light.
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