Sephora Has A Secret Lqd Weapon You Wouldn’t Expect
Lqd men’s skincare has taken the position of Sephora’s most successful skincare brand for men after news broke the range has gone international.
Lqd was founded by a Melburnian chemist and an investment banker whose combined interests in skincare and passions for changing the way men live their lives – and look whilst doing it – gave birth to what has proven to be one of the most successful Australian’s men’s skincare brand stories we’ve seen.
Now stocked in Bloomingdale’s in the US and David Jones in Australia, plans are imminently for their break into the UK market before only time will tell where else.
The Lqd brand has been around for a while in varied incarnations and seen many changes, from its packaging to its product, but one this has remained the same: its quality. It’s no wonder it’s so well received.
With roots in organic chemistry and determination for difference, the products contain an aloe vera base and are free from commonly used irritants such as sulfates, phthalates, parabens, petroleum derivatives, colours and fragrances. Unlike all its international competitors, Lqd products are not tested on animals.
Image: Will Taylor for THE F
“We’re breaking the rules for men’s skin care by moving away from the traditional practice of taking a women’s product, adding a new colour, fragrance and packaging and rebranding it as a men’s product. Our products are actually designed for men’s skin – that’s why they work, and why our customers love them,” said Anthony McDonough, chemist and co-founder.
There are currently seven products in the Lqd range:
FACE wash: A low foaming, aloe vera based cleanser with Kaolin clay to draw out impurities, and it’s pH balanced so it doesn’t dry out or strip the skin of its natural oils.
FACE scrub: a dual chemical and physical exfoliant containing 12% glycolic acid (AHA, the highest level you’ll find in any Australian product without going to a dermatologist), plus biodegradable polylactic acid micro beads. AHA’s increase collagen production in the skin.
FACE shave: a non-irritant, non-foaming shaving cream that won’t clog your razor. It contains aloe vera, along with specific anti-irritants, bisabolol, allantoin, and chamomile, developed to calm and prepare the skin for shaving.
Image: Will Taylor for THE F
FACE calm: a fast-acting, soothing after shaving serum and the only Australian men’s skincare product to contain the active ingredient SymSitive® 1609 to calm and soothe irritation four times faster than other products.
FACE hydrate: a sweet almond oil-based skin tonic, full of anti-oxidants, vitamins C, E, witch hazel, shea & cocoa seed butter, rosehip oil, chamomile and aloe vera to smooth, hydrate, repair and protect men’s skin.
EYE restore: Australia’s strongest eye serum, containing six state of the art peptides (SNAP-8, Argireline, Syn-Coll, Matrixyl, Eyeliss, Haloxyl) in the highest concentrations you will find in any product on the market, to combat dark circles, puffiness and fine lines.
BLEMISH control: a powerful salicylic acid and niacinamide serum that clears pimples and acne in 3-5 days, with a cocktail of active ingredients. Also designed to refine skin texture, removing sunspots, whiteheads, and blackheads, and reducing the visible size of men’s pores. Enriched with ingredients that speed up the healing time of blemishes.
Lqd products RRP from $35 to $95. Global shipping available. Visit Lqd.com.au for more.
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