Soft is a men's skincare brand that looks to change the way skincare brands market products to men, which can be seen through the companies' inaugural product, the 'Soft Moisture Mask.' Overall the company's branding utilizes bright colors, positive names, and fruity smells, in an attempt to change the way masculinity is marketed to consumers.
James O’Dwyer, one of the founders of the company spoke about the brand's message, "At the end of the day, we think the guy who’s buying Soft is into the fact that we represent a departure from the historically conservative narrative around men’s skincare and masculinity.”
The Soft Moisture Mask is available in a 2Ooz container for a price of $36. The product contains notes of ginger and is able to hydrate, as well as soften the owner's skin.
Image Credit: Soft