Handsomising Kiwi men - one man at a time

Stop sneaking your girlfriend’s skincare products - man up and buy your own, is the message from an online grooming products shop for Kiwi men.

OneMan.co.nz is a digital man aisle of face, shave, body and hair products.  The website pledges simple ordering, free delivery of almost 200 products, straightforward grooming advice, no awkward cosmetic counter missions and no jargon - only straight up guidance from the convenience of a smartphone or computer.

Mark Toner, one half of the husband and wife duo who have founded OneMan, says when researching the idea for the new website, he regularly heard men admitting to using their partner’s beauty products - mirroring a trend in the UK where a recent survey found 34 per cent[1] of men steal their spouse or partner’s products.

“Men’s skin is very different because it’s thicker and oilier and is subjected to regular shaving. OneMan’s products have all been formulated for men.  Internationally, male-specific brands have seen tremendous growth in sales of products to improve male skin, shaving and grooming routines.

“Other factors have played a part in male grooming popularity - the rise of wet-shaving and aspiring to the perfect shave, and the trend towards the designer stubble or cultivating the urban beard.”

He says most of the brands on OneMan have been sourced from Europe and the US, and have a big following from men off shore, and from the wives and girlfriends who buy for them.

“While the global surge of quality men’s grooming products has happened, in New Zealand these products have not been available despite Kiwi men showing their own credible style when it comes to keeping up with fashion trends from abroad. Men’s needs are different – they want results but they don’t want the fuss so dual purpose products such as moisturizing shaving cream are popular,” says Mark.

“There are several times in a man’s life when he reassesses his grooming routine.  Usually when he’s dating and needs to be irresistible, when he’s impressing on his employer while climbing the career ladder, on his wedding day he will want to look his best, or in his forties he’s starting to think about magic potions for anti-ageing.  OneMan will have the answers, including our OneMan 101 pages devoted to straightforward advice on shaving and other grooming conundrums.”

Quality brands such as Ernest Supplies, a New York company which has won multiple awards for their all-natural skincare formulations and slick packaging, and Beardbrand – a beard oil and beard care range designed to assist the recent urban bearded movement, will be exclusive to the site.  Well-known brands such as Anthony Logistics and e-Shave will also offer a comprehensive selection of products and tools for NZ men wanting to play their grooming A game.

The website features a magazine section including A Perfect Weekend, profiling interesting New Zealand men who share anecdotes broader than grooming.  Women can visit the Gifts section to shop for the impossible-to-buy-for men in their lives, with gift suggestions organised by Lover, Brother, Friend or Father.

For the men who need to add hardware to their arsenal, the Tools section shares OneMan’s recommendations for effective grooming gear and one of New Zealand’s best selections of shaving accessories.  These include badger hair brushes, safety razors and ergonomically designed shavers - a big step up from supermarket disposables.

Says Mark, “If a man is upping his grooming game, wants to perfect his shave, or has a specific problem to solve, OneMan can help.“

Go to www.oneman.co.nz  for over 200 of the world’s best male grooming products, with RRPs from $16.


Ernest Supplies Grooming-Trio RRP$110 or $42 each

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[1] Survey by escentual.com. July 2013