Founded by beauty-industry veteran Freddie Sheridan after five years of research, YCODE Skincare makes London-formulated skincare specifically for men’s biology. Its short daily routines use marine microalgae and other researched actives, with the brand’s Advanced Eye Serum earning 2025 awards from Esquire, Tatler and Los Angeles Magazine. YCODE products are fragrance-free and packaged in recyclable aluminium, plastics and amber glass.
Esquire Grooming Awards 2025
Tatler Beauty Awards 2025
Los Angeles Magazine Best of Beauty Award 2025
Formen IncBorn from founder Andrew Grella’s search for a discreet fix for a prom-night breakout, Formen Inc. makes professional makeup and grooming products designed specifically for men’s skin. Launched in 2010 in Toronto, the founder-led company describes itself as the world’s first male cosmetic house, developing low-maintenance formulas for everyday grooming as well as on-camera work. Formen’s international profile includes a Trendsetter Award at Cosmoprof Bologna and an appearance on CBC’s Dragon’s Den.NEW YORK, NY
Zirh SkincareZirh Skincare makes men’s facial-care and shaving products, built around regimen-based essentials such as CLEAN, CORRECT and PROTECT. Its formulas address everyday concerns from excess oil and dead skin to dryness, environmental exposure and the appearance of aging, with the brand also offering fragrances, travel products and grooming kits.NEW YORK, NY
Prakti BeautyFounded by Pritika Swarup, Prakti Beauty makes clean skincare that pairs time-trusted Ayurvedic wisdom with modern science, including its award-winning PritiPolish rice exfoliator. The New York company develops vegan, cruelty-free formulas that are dermatologist-tested and designed to support balanced, healthy skin, including sensitive skin. Its ingredients are ethically and sustainably sourced, and its packaging is sustainably produced.NEW YORK, NY
Viking Beauty SecretsFounded by Estonian-born Eha Urbsalu, Viking Beauty Secrets makes COSMOS-certified organic and natural skincare from Northern European ingredients. Its formulas draw on Arctic superberries and unusual materials such as Icelandic black volcanic sand, while the company pairs green-energy manufacturing and recyclable packaging with ocean-cleanup efforts supported by 5% of revenue.New York, NY