Hailing from Toronto in Canada, Formen calls itself “the globe’s first professional male cosmetic house”, offering targeted make-up and skincare products for specific grooming concerns.
Make-up for men is a growing category, but it’s not just about the feminine glamour of #beautyboys (see Gender-Fluid Generation: Beauty Attitudes). Wearable eyeliner, blusher and streetwise facial make-up was seen on the A/W 17/18 men’s catwalks, providing inspiration for consumer uptake at mass level.
Formen’s make-up is designed to enhance the face, not transform it. The Under Eye Concealer + Pro Palette features yellow, purple and green creams to neutralise purple/blue, yellow and red areas, respectively. Meanwhile, the “6 Benefits. One Bottle” Brightening CC Cream promises to protect, moisturise, prime, even skin tone, brighten and mattify. Both products tap into a new multipurpose category that promotes convenience and efficacy – see Top Beauty Trend: Multifunctional Products for more.
Additionally, the brand’s out-of-stock legacy clinical skincare line – which includes a Brightening Hyaluronic Acid Serum and High Potency Vitamin C Cleanser – is in the process of being relaunched with a Kickstarter campaign. It promises a new Awesome Anti-Ageing Moisturiser and a revamped CC Cream (its bestselling product), available in two shades.
Sold solely online, step-by-step instructions, gifs and video tutorials by founder Andrew Grella accompany each product, while the Formen Club concierge service offers private product consultations and same-day delivery.
Formen was one of Stylus’ standout brands at Cosmoprof Worldwide 2017. Look out for our upcoming comprehensive trade show report.