Mankind, a male grooming mail-order company, will be launched in the UK later this month.
Claiming to be the first company of its kind in the UK, Mankind will offer a choice of premium male grooming products, supported by a website at mankindonline.co.uk.
Mankind will target affluent, professional men aged 25 to 55, with an interest in health and fitness.
Mankind will classify products into various grooming needs of male skincare, shaving, haircare, body and bathing, sun and sport, relaxation and aromatherapeutic. Within each of these areas, application techniques and specialist advice will be offered.
It is understood that Mankind is also looking at a high street presence, to follow its pan-European expansion.
The company was founded by Paul Jameson, former managing director of Wieland UK, a German electronics company, and Hilary Andrews, former head of direct marketing at Matlor Cosmetics.
Jameson is the managing director of Mankind and will also have marketing responsibilities for the company. Mankind is seeking an advertising agency.
It will place ads in men’s fashion and health magazines, women’s glossies and also the gay press.
Jameson says: “Major players in the cosmetics industry have made gestures with ‘male’ brand extensions but have failed to stand out from the female market.
“This is the first time that men have had a specialist company which is dedicated to their grooming needs, while purchasing has been made simple and fast.”