Tuesday, April 23, 2024

Paint your nails and make a difference!

Male-identified folks are paying more attention to grooming particulars these days, from manicures to skin care—and Chris Salgardo of ATWATER Skincare is listening.

Chris Salgardo, the former President of Kiehl’s Since 1851, recently launched ATWATER, a skincare company designed to give you confidence by helping you look your best as you move through life. ATWATER gives a nod to Salgardo’s father’s hometown in Atwater, CA. Salgardo said he developed Atwater to simplify men’s daily grooming regimens based on the brand’s philosophy to not overstress the skin with unnecessary products.

Salgardo is the author of the extraordinary book Manmade: The Essential Skincare and Grooming Reference for Every Man, the first grooming and skincare guide created with a 21st-century man in mind, and understands how to navigate through the ever evolving market of grooming and wellness. “It’s not about reversing the clock, but looking your best as you move through life,” notes Salgardo. 

The ATWATER line features a series of collections centered around skin-type and regimen including Clean Impact: Facial Moisturizer, Heavy Armor, Oil Regulator, Skin Armor, and Smooth Target. Some bestsellers include Skin Armor Facial Moisturizer ($35), Eye Armor Eye Moisturizer ($29), Smooth Target Shaving Cream ($18), Skin Armor Face Scrub ($25), Oil Regulator Facial Cleansing Bar ($18), Lip Armor Moisturizing Lip Balm ($12), and their Clean Impact Body Scrub and Cleansing Bar ($17). Atwater founder Chris Salgardo notes, “At my age, I’m still managing oily skin. Like a lot of guys, I work out every day and need a grooming routine that breaks through the sweat and oil without stripping my skin. After that I need a face cream that replenishes moisture without making me even oilier.”

What do Harry Styles, Bad Bunny, Shawn Mendes, and Lil Nas X have in common? Well, maybe more than one thing, but they’ve all been known to flaunt painted nails. Beauty experts are leaning into this new trend and this summer, ATWATER is officially moving into the nail market with the launch of Skin Groomers Auto Nail Lacquer ($20). This new collection is inspired by Salgardo’s favorite rock bands and singers who sport dark-colored nail polish. He also draws inspiration from his roots in mechanics, cars, and freshly painted motorcycles. By launching this line, Salgardo seeks out to break stigmas around men wearing color and painting their nails. Curious about the colors featured in this new launch? Auto Nail Lacquer emerges with four shades: Chopper (Black), Mechanic (Navy), Graphite (Gray), and Tank (Green). 

These new products are available for pre-order at ATWATERSkin.com. The official launch of the new line is July 17, 2023, available at retailers like Nordstrom, Saks Fifth Ave, and Bluemercury. In conjunction with the launch, ATWATER is giving back to the community by donating 100% of net profits from sales of this new collection with an donation of up to $10,000 to amfAR in honor of HIV Awareness Month – the Foundation for AIDS Research. The ATWATER website notes that even in 2023, every minute three people are diagnosed with HIV. Who says you can’t make a difference with a little nail polish?  

Leave a Reply

Your email address will not be published. Required fields are marked *

I accept that my given data and my IP address is sent to a server in the USA only for the purpose of spam prevention through the Akismet program.More information on Akismet and GDPR.

This site uses Akismet to reduce spam. Learn how your comment data is processed.