Think ‘skincare’ – or more specifically a ‘skincare routine’ - and the visual most people will conjure is of a woman with an array of creams, exfoliants, cotton pads, and other beauty products seated at a mirror fully immersed in a daily ritual of self-care.

It’s a routine that is never missed or rushed, it is always cherished and likely even has a dedicated station and time allotment, no matter how late the evening runs.

It is not a mechanical routine centered on health and maintenance but an act of self-affirmation and self-love.

Because of these – and let’s be honest here - semi-indulgent and preening associations, the notion of men having a skincare routine, or even products, has failed to gain any traction.

Due to long-standing – and again let’s also be honest here as well - toxic expectations of what (real) men are supposed to do - such as sacrifice, protect, provide, never cry - they certainly could never take a few minutes to apply shea butter to re-balance their dermal PH.

But skincare is neither feminine nor masculine in nature. It’s about taking care of the body’s biggest organ (yes skin is actually an organ). Just like going to the gym, eating healthy, being mindful, taking care of your dermis is integral to living a good life.

That’s the affirming message being spread by Vancouver based entrepreneurs Jorge Ramos and his business partner, Aatif Desai. The duo has successfully launched Luxe and Nature™️, a BC based skincare company that has experienced sharp growth in its first year in business.

Just as, once upon a time, women of colour struggled to find beauty products for their skin tones, these days it is men who are at the forefront of changing times that are seeking out skin care products. It's the reason why celebs like The Rock's, yes the wrestler, have launched their own skincare lines.

For Ramos, who has built previous businesses in the beauty and fashion industries, the gaps in the men’s skincare market have long been glaring. Understanding the need - and the opportunity - he did something about.

"At Luxe and Nature™️, we believe in redefining men's grooming, offering a ritual that aligns with contemporary values and surpasses traditional standards. Our premium and clean men's skincare collection is a testament to our commitment to quality, sustainability, and inclusivity," says Jorge Ramos, Co-founder of Luxe and Nature™️.

Currently Luxe and Nature™️ products are available on a direct-to-consumer basis via its website www.luxeandnature.us. Its growing line includes a moisturizer, cleanser, a firming serum and other male-developed products.

All Luxe and Nature products are locally crafted, organic, gluten-free, paraben-free, and cruelty-free products, all packaged in eco-conscious materials.

For more information go to www.luxeandnature.us.