Recently, I caught up with Anthony Logistics founder Anthony Sosnick to talk about the ever-expanding men’s grooming industry and why men are finally taking note of how to look after themselves.
NT: For those new to Anthony, can you sum up what the brand is about?
AS: Anthony skincare is a brand that is developed for men and borrowed by women. It offers nature based ingredients that meets the highest technology in creating a head to toe grooming system for men. The products have been crafted and refined with almost 15 years of development.
NT: You also do a lot of work with men’s cancer charities like raising awareness for prostate cancer, why is this important to you?
AS: Unfortunately my father passed away from cancer the year Anthony launched so he never saw the brand complete, so in his honour, I felt it was important to give back to a disease that affects so many men in this world. Being a men’s brand, Prostate Cancer Awareness felt right.
NT: Why do you think men are becoming more and more concerned with their grooming ritual?
AS: There’s more competition in the workplace nowadays as well as more pressure in today’s society to look good. Rather than costly cosmetic surgery, an effective way to be well groomed is to find the right skin care regime.
NT: There are still a lot of guys out there clueless to how to look after their skin and the value of preventive care. Why do you think this is?
AS: I think for many men it is still taboo to be using a range of grooming products other than maybe a shave cream and facial wash. They can also feel overwhelmed with information and product options, when all they want to hear is what’s right for them and what it will do for their skin. Although the awareness has grown significantly over the last decade, it still isn’t quite where the women’s market is, although the men’s market is catching up and will continue to grow.
NT: For those product-phobes who are just dipping their toes in the water, where would you recommend they start?
AS: For guys just starting out I’d always recommend a great facial cleanser like the Anthony Glycolical Facial Cleanser; it’s important to remember that the cleaner the face the closer the shave. Then try a good shave cream like Anthony Shave Cream to ease them gently into the grooming world. Another great product for guys just starting a skin care regime would be a light moisturiser.
NT: Can you give us a top skincare tip you’ve discovered throughout the years?
AS: Some of the most important things to remember is to always shave either in the shower or just after the shower. The heat from the steam softens the beard hairs and helps them to stand up. This allows the razor to cut the hair follicles off easier and cleaner to help reduce razor burn and ingrown hairs.
NT: What’s your daily grooming routine?
AS: I usually use our Glycolic Facial Cleanser in the morning followed by either the Shave Cream orShave Gel and I always use our Purifying Pads to rinse off any excess residue before I moisturise. I’ll either use the Oil Free Facial Lotion or one of our moisturisers with sun protection if I’m going to be in the sun. One of my favourite products is the Invigorating Rush Hair and Body Shampoo. I use this religiously and I not only love the benefit it gives but the smell wakes me up in the morning and simply feels great. I’ve also been using our new Anti-Wrinkle Glycolic Peptide Serum quite a bit which is a fantastic product and keeps my skin youthful and refreshed. On the days that I haven’t slept much or may have been out a bit too late I always use the Wake Up Call to help circulate the blood flow in my face to help me look refreshed and awake.
NT: Do you carry any products around with you?
AS: I usually carry our lip balm that has an SPF of 25 and I love the fact that it has Respiro trawl for anti-ageing properties and Stevia which is a natural breath freshener. The two products I always carry in my bag when I travel are the Invigorating Rush Hair and Body Shampoo and the Oil Free Facial Lotion.
NT: We know that men tend to have thicker and oilier skin than women, how do Anthony products cater to that?
AS: As men tend to have thicker and oilier skin we need to make our formulas so they absorb in the skin easily and are not too heavy or greasy. The efficacy has to be there for them to work whilst making the products thin and easily absorbed. We feel confident that we’ve managed to achieve this and that’s why the brand continues to flourish with men.
NT: If you had to recommend one cannot-live-without product from the Anthony range, what would it be?
AS: If there was one product I would recommend I would probably say the Glycolic Facial Cleanser. This is an excellent non-foaming facial wash that has glycolic acid in it which is good for normal to oily skin. Most men tend to have combination or oily skin and the first thing in your grooming routine is to cleanse the face. Again, the cleaner the face the closer the shave. You always want to make sure that your face is clean before heading out and starting your day.
This interview originally appeared as part of my Groomed column for Notion Magazine