In 2015, Andrew launched Formen: the world’s first professional male cosmetic house. Formen products are designed to hide skin imperfections and enhance the male skin. Today Formen products sell in over 50 locations across Canada & the USA and is making its mark on the male beauty industry. Read on more to find out about Andrew and Formen:
Can you tell us a bit more about Formen and what inspired you to start your own company?
Absolutely! The whole idea of the brand came about on my prom night when I was in grade 12. I woke up with acne scattered across my face and didn’t know what to do. So, I asked my mother who suggested for her to apply her products on to my face. Not liking that idea, I took to the stores and tried to find a solution that was for me. Returning home empty handed, she basically attacked me with an arsenal of products. When I saw what cosmetic type products could do on my skin, I thought there should be a targeted, direct, and simple solution to allow any man put his best face forward.
How is the perception of men using makeup changing? / How do you think male grooming has changed in the last decade?
100% yes & it is still continuing to evolve. Ten years ago you had an extremely limited range of products sold for men in terms of facial washes and moisturizers. The landscape moved from a handful of options through various trends like the metrosexual craze in the 90’s to more current ones like the rise of the beards and gender fluidity. That combined with general awareness and knowledge on male grooming as a whole, consumers are taking note (and buying products to care for themselves).
What have been some successful marketing tactics or campaigns that have increased the popularity of Formen products?
This video collaboration we did with insider beauty that generated over 3.5 million views. Link here.
You currently sell your products in the US and Canada. Any plans of selling Formen products in stores internationally?
Yep! Online we sell internationally, which is super cool when you see counties buying the products. We are exploring a few options to see what fits for us.
What I can say is that we’re already EU registered – so keep an eye out.
We loved speaking to Andrew and look forward to Formen expanding internationally. Check out Formen products here: https://www.formenmakeup.com/