business of beauty

At Asystem, ‘betterment’ is wellness for the macho guy



Asystem wellness and betterment brand for men

Dear men, the wellness industry is coming for you. And it has a macho-er (read: competitive) name – ‘betterment’. For this you can thank Oli Walsh the founder of the influential Wednesday creative agency, and Josh LeVine of Frame denim, who together have just launched Asystem.

Asystem aims to make it ‘as easy as possible for men to feel, look and perform at their best’, with an initial capsule subscription skincare and ingestibles line. The skincare consists of a Clinique-esque cleanser, moisturiser and “rebuilding” cream (for $45 a month), and the energy, stamina and focus-boosting ingestibles cost $75 a month. Or you can get the combined ‘Total Body System’ for $99 a month.

Asystem wellness and betterment brand for men

With its accompanying nutrition, mind and body blog, and a coffee table book celebrating aspirational tastemakers, it certainly seems to tick all the zeitgeist boxes for the 21st century self-improvement guy. Oh and for the full goopification-for-guys monty, there’s the BeachHouse event ‘space’ for meet-ups and mind-body lectures.

Asystem wellness and betterment brand for men

It all sounds a bit colour-by-numbers, but the founders have form – and major industry clout. If their combined network of friends and influencers in high places helps spread the word, they have a ready-made head start in the game. It just remains for the products to, well, perform…

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Asystem
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Business of beauty: Hermès is launching skincare and make-up



Hermès launching skincare and make-up

Not sure why I never saw this coming. Hermès is building out its beauty offer with skincare and make-up due to launch in 2020. It already has a great line of ancillary scented bath products – soaps, shower gels, body balms – which are so beautifully giftable and serve as perfect entry portals to one of the last true luxury fashion brands.

‘Obviously, we hope to have the biggest scope possible. We are trying to do it humbly and cautiously, because it’s a big market that’s already full of strong players, and therefore we have to find our place in it,” said Hermès chief executive officer, Axel Dumas. It’s certainly a crowded place but Hermès is planning a slowly-slowly strategy with limited availability to start with, mostly in its own stores. (more…)

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Kilian does make-up – Le Rouge Parfum



Kilian lipstick Le Rouge Parfum

It’s been three years since Estee Lauder acquired Kilian, the fragrance brand by Kilian Hennessy. I’ve always liked the fragrances and Kilian’s approach to packaging design. His perfumes come in decorative minaudieres that double as a night time clutch, inspired by his grandmother’s Van Cleef & Arpels cigarette cases. And he has also created some great wearable fragrances in the guise of jewellery that conceals a scented ceramic blotter.

So this new addition to the brand shouldn’t come as too much of a surprise – Kilian has released colour. An initial selection of twelve Kilian lipsticks in the most fabulous engraved lacquer cases. (more…)

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