Stereotypically, men's skincare routines tend to be "hyper-masculine, severely minimalist, or oddly rugged" and often shying away from affiliation to concepts like self-care and general wellbeing. Soft is a New York City-based brand that seeks to change this.
The brand's inaugural product is the Moisture Mask, which is designed to moisturize one's skin and supplement it with notes of ginger and turmeric. Although the brand focuses on rethinking men's skincare routines — its goal is to entirely contradict the concept of hyperbolized masculinity." Its products are geared toward the idea of the "soft boy," gender-nonconforming individuals, or even "girlfriends whose products have mysteriously gone missing over the last few years."
In this way, Soft carves itself a stoic presence in the genderless skincare category for boundless self-care.
Image Credit: Soft