Formerly a niche market, grooming for men has now become a booming industry. From skin serums to hair loss products, Noah Solutions, a Philippine men’s personal care brand is normalising self-care
Self-care is more than just a buzzword, it is an essential component of holistic well-being. The term, however, has been mostly associated with women and the products targeted towards them. We cannot deny the existence of make-up items and skin care products that label themselves as “self-care” with promises of better skin, healthier bodies and enviable results.
Yet, there seems to be a whole other demographic forgotten from this narrative. Thus, with the belief that gender isn’t a barrier to the universal desire of looking and feeling one’s best, Gen.T honouree Ralph Layco founded Noah Solutions. The Philippine brand consists primarily of men’s grooming products and aims to normalise taking care of one’s self.
Layco shares his views on the meaning of modern inclusivity and the motivations that drive his business.
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What unfulfilled need did you see in the market when you started Noah Solutions?
Ralph Layco (RL): During the pandemic, I realised that most male personal care brands were either limited in choices or weren’t innovative by nature. Many were still stuck in an antiquated narrative of selling sexuality or objectification to get men’s attention. Men have evolved and I wanted our brand to solve the unaddressed issues.
Noah Solutions became a personal care brand that truly understands the new generation of men providing them with innovative skincare solutions including a range of sunscreen and serums not previously seen in a male personal care space.
Moving forward, we plan to grow the brand by creating more solutions that address stigmatised issues from erectile dysfunction to hair loss.
Are the differences in approaches when creating men’s and women’s personal care products? Can women use the products you’ve created?
RL: Men are different because they’ve just gotten into embracing self-care products. Compared to previously heavy masculine messaging, men are now more open to addressing their needs without feeling shame. Gen Z and Millennials champion this change. They are receptive and willing to discuss stigmatised issues in smart, fun ways.
Interestingly enough, 10 percent of our customers are females. They are likely those who have enjoyed our products or who have shopped for their boyfriends or husbands. To be completely honest, most personal care products can be used by men and women. They are simply marketed towards a specific gender and typically differ in fragrance or actual benefits.
How do you create or conceptualise a new product?
RL: Our thought process for developing products starts with an itch or a customer insight. For example, we’re now developing a lip care product for men. Though it’s not new in the market, we developed it by actually listening to our customer’s feedback and opinions. We asked them what they wanted in a lip care product, and understood what they looked for in packaging to what properties will work for them.
We also used this as an opportunity to facilitate conversations with our target audience. For the lip serum, we’re facilitating a shoot where we bring in men from all walks of life—from professionals to active men, men with smoker’s lips and more. This makes Noah an inclusive brand for all.
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What are your thoughts about the Pink Tax?
RL: Pink Tax is a backward mentality and unnecessary. Even though our products are sold at a masstige price, we are aware that customers are looking for products with the best value for money. We bear in mind that customers are discerning—they are comparing ingredients and prices. They will always be able to justify why something is a good buy. With the hypervigilance of our modern customers, one way or another, they always find out if they are being cheated.
Considering that men’s personal care is still a fairly burgeoning industry, did you face any difficulties when breaking into the market? If so, what are they and how did you overcome it?
RL: I think we entered the market at the most opportune time because men are becoming more and more open to trying new products. We always ensure our products are easily demonstrable and deliver results. If you know your market niche and how to communicate with them, it’s significantly easier to market to them.