In this edition we’re redefining men’s skincare, putting founders at the heart of the site experience, and optimizing for brand loyalty.

Lets dive in.

Shaping a New Era in Men’s Skincare

Once considered taboo, brands like Caldera + Lab are redefining male beauty by shifting their marketing strategies.

With products grounded in science and practical results, they’re reshaping how men approach skincare. “Instead of a ‘glowy finish,’ we emphasize benefits backed by research,” says founder Jared Pobre.

Now, with $6 million in Series A funding from HIPstr, an early-stage arm of HighPost Capital, Caldera + Lab is poised for rapid growth. This new investment will drive research, expand retail reach, and scale marketing initiatives, bringing eco-conscious, high-performance skincare to a growing audience.

Men’s skincare is on the rise!

Scroll down to find our interview with Jared Pobre 👇

The $100 Billion Beauty Industry: Insights for 2025

With consumer loyalty up for grabs, beauty is no longer just about the products—it’s about crafting connections.

In collaboration with HYPER, this report breaks down trends and offers insights into the best digital strategies that are reshaping the way brands connect with consumers.

Download your free copy ->  https://go.vaangroup.com/beautyreport

check out Oren’s breakdown 

Streamlining Creative Operations for Hourglass

“We finally started speaking the same language.” – Andres, Senior Designer

Faced with repeated QA issues, Senior Designer Andres introduced Figma’s Variables feature to streamline design-to-development for Hourglass Cosmetics. By improving alignment between teams, Andres helped enhance creative operations, especially during our latest launch with Hourglass Cosmetics.

Hourglass is a prime example of integrating brand values into every customer interaction. From their cruelty-free commitment on the homepage to symbolic packaging elements on product pages, Hourglass forges a meaningful connection with conscious consumers.

We touch on the value of integrating your brand ethos in our latest article on: About Pages 

Visit Hourglass’s new site: Hourglass Cosmetics

Is the Male-Focused Beauty Market Evolving?

We’re excited to introduce Jared Pobre, founder of Caldera + Lab, a pioneering men’s skincare brand launched in 2019.

Caldera + Lab has earned a strong reputation for merging innovative science with natural ingredients to create clean, high-performance products for men. We sat down with Jared to talk about his journey, the shift in men’s beauty, and how Caldera + Lab is setting a new standard in the skincare industry.

Tell us a bit about your journey as one of the founders:

So, my wife and I were living in Jackson Hole after moving from LA. I started using her clean skincare because my own wasn’t cutting it—dry mountain air was really taking a toll on my skin. I found a product that worked wonders and thought, “Why isn’t there anything like this for men?” Back in 2016, there were plenty of great options for women but hardly any for men. We dug into ingredients, hired some consultants, and by 2017, we were off and running with a small team, creating a men’s clean prestige skincare brand right from Jackson Hole.

Given your focus on an older demographic, what specific skincare concerns or trends are you observing among this group? 

As men age, they notice their skin changes, especially in places like high elevations where the dry air accelerates the process. Our products are crafted for dry, sensitive skin, which became a big focus for me in my early 40s. We make sure our products address these needs with high-quality, clean ingredients and a finish that isn’t greasy. Our messaging emphasizes how our skincare integrates seamlessly into their daily routines, focusing on clinical studies and transparency to appeal to a data-driven audience.

What are the key factors that drive men to purchase skincare products? 

Seeing changes in their skin is a core reason men start investing in skincare. If you don’t need it, it’s not top of mind.  I didn’t think about it much in my 20s, but by my late 30s, I noticed products I used before just didn’t work anymore. Men are investing more in skincare because they’re recognizing the value in maintaining their appearance and health as they age. It’s about finding solutions that really address their specific skin concerns.

What are the unique challenges you've encountered in marketing skincare products to men compared to women? 

Marketing to men requires a different approach. We focus on practical, straightforward language that fits into their routines. Instead of terms like “glowy finish,” we use descriptions that emphasize a matte finish. Our marketing is all about highlighting the functional benefits of our products and the scientific backing behind them. Men appreciate clear, technical explanations and practical benefits.

Of all your products, which are you most proud of and why?

Our hero product is a rich oil-based serum for men. When we launched it in 2019, we pioneered the trend for dedicated men’s serums, especially oil-based ones. We spent two years developing it and conducted a clinical study. It's specifically designed with a matte finish and botanicals that suit male skin chemistry. It features a more masculine scent profile and ingredients tailored for dry, sensitive skin. While women can use it too, the product is crafted to meet the needs and preferences of men, from the scent to the skin benefits. It’s been a huge success, especially for older customers with dry skin. It’s something we’re really proud of because it meets a specific need with top-quality ingredients.

Read the rest of the interview + more from industry leaders in our Report

Caldera is leading the pack with science-backed wellness and as consumer demand continues to grow other brands are taking notice.

here’s Oren’s take on the wellness industry + ingredient transparency.

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Back by Popular Demand: Gift Guide 2024 is Here

We’ve rounded up the season’s best with our top picks from clients like Hourglass, Lands’ End, and Dose & more.

In collaboration with our friends at Klaviyo, download your free copy here

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