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