Asystem: A ‘Betterment’ Brand for Men
Wellness brand Asystem is challenging alpha male stereotypes by offering men a holistic guide on how to combat poor mental health and skin issues by providing skincare, supplements and advice. Will it successfully redefine self-care for men in a post #MeToo world?
Launched in September 2019, US start-up Asystem provides affordable, science-backed products that help all age groups foster their inner and outer wellbeing. The brand’s Total Body System is a curated kit with 30 days’ worth of skincare products and supplements.
The Performance Skincare range includes a cleanser, a moisturiser and an overnight cream for all skin types. It is formulated to rejuvenate, protect and heal with hero ingredients such as avocado oil and kiwi extract.
Meanwhile, a pack called Superhuman Supplements contains five different pills with pre-set daily doses, to provide for the physical and mental needs of the average modern man. For example, White Lightning is designed to boost sexual vigour and reduce stress with Ayurvedic adaptogens, such as ashwagandha.
The brand’s ethos is rooted in building a community which focuses on holistically bettering the self through a well-balanced lifestyle. Asystem is cleverly looking beyond its product range and positioning itself as a health adviser, while offering men a safe space to better understand their minds and bodies.
In an interview with fashion and beauty magazine Paper, Oli Walsh, co-founder, said: “The idea of betterment is that when you are at your best, everyone around you wins. We think this resonates with men more deeply than the current notions around wellness.”
Asystem is celebrating an open and positive era of masculinity via its blog, addressing issues that may have been previously taboo. The Betterment Project covers a range of topics, including sexual health, fitness and grooming. One post examines methods of boosting testosterone levels to improve sex drive and brain function.
For more on male grooming and self-care, see The Green, Clean Man, Hims: Reframing Hair Loss and New Wellness Platform Manual Challenges Male Stereotypes.