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Press Release

Press Release

Press Release

The drive for men to look their best has gone to the next level with masterfully designed men’s makeup. “Beyond the Razor” is a new brand leading the way.


January 19, 2020


With the rapidly increasing numbers of men worldwide using men’s makeup in the form of concealers, foundations, and bronzers to improve their appearance an exciting new player has emerged in the men’s makeup market. Stepping up to meet these needs and much more is the exciting new brand “Beyond the Razor” Men’s Makeup and Cosmetics who recently announced the launch of their line. “Beyond the Razor” has set the bar high and is definitely ticking all the boxes with their quality range of makeup specifically for men. The new brand is surround by rising enthusiasm.


“We are meeting a very real need in a growing market,” commented a spokesperson from the company. “Our brand is a game changer that will not just meet but exceed expectations.”


Becoming available throughout Australasia and Asia “Beyond the Razor” is fast becoming the leader in the space in this important region.


According to the company, correct branding and forward-thinking marketing was an important process for “Beyond the Razor”. Obviously targeting the male consumer, and starting with the manly brand name, a razor logo and sleek black packaging of the product, sets the tone to help dispel any misconceptions about the brand’s direction.


The quality of the product was crucial for “Beyond the Razor” who engaged the services of Peter Fahey, former Managing Director of Yves Saint Laurent Beaute Australia and New Zealand for 25 years, to help source and create a range of high end, quality products. Their new range of concealers, BB crème and bronzers are all paraben free, hypo-allergenic, non-comedogenic, fragrance free and not tested on animals. 


The brand sees the millennial generation, consisting of those now in their 20s and early 30s, who are fast emerging as a key consumer group, to be their natural market as the idea of men “look maxing” becomes increasingly socially accepted.


Hitting the ground running, “Beyond the Razor” is marketing their brand as the “no makeup – makeup”, explaining men want the flawless complexion without the caked on makeup look and free from spending 20 minutes each morning on their skincare appearance. This is all achievable with the use of the brand’s premium products, stress-free.

According to research by Statista, the estimated size of the global male grooming market is pegged to be worth US$ 29.14 billion by 2024. This clearly revealing the potential the industry holds as well as the rising global demand, all things that bode well for the innovative new brand.


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  • Tony Collins