Alex Doyle, from Macclesfield, has launched skincare brand Altr for Men aimed at students and young professionals.
Although the products – which include a whisky-infused moisturiser and the Face Fix concealer – is about boosting confidence, his website jokingly includes a disclaimer that the products ‘may not guarantee sex’.
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He said: “Since launching the brand we’ve had just about every kind of reaction you can imagine, particularly on social media – a few of my favourites include ‘isn’t makeup for girls?’, ‘why is Altr only for men?’, ‘can’t I just use women’s stuff? and ‘isn’t this concealer? Why are you trying to make it manly?’.
“Men who are pretty clued up on cosmetics are likely already using luxury brands. Altr For Men is trying to reach those who feel a bit nervous about purchasing makeup never mind working out how to apply it – or those who are slyly stealing their girlfriend’s concealer when a breakout occurs. That’s why we’ve made Face Fix as simple to use as possible.”
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The concealer provides high coverage and is easy to blend, acting as the final touch when an extra dose of confidence is needed – for example when a spot appears before a big date or interview, or to hide dark circles under the eyes after a big night out.
Doyle, who went to school in Manchester, added: “In the future, I’m planning to grow the line beyond moisturiser and Face Fix. Another major goal is to connect with male fashion and lifestyle retailers to get the products in stores.