A new brand for Gen Z men has launched courtesy of Japan’s Kao Corporation.
Unlics – a portmanteau of ‘unlimited’ and ‘CS’ (an abbreviation of ‘curiosity’) – is aimed at young men who aspire towards beauty which goes deeper than personal grooming.
Kao said it identified ‘fine texture’, ‘bright’, ‘clear’ and ‘cool’ as the skin qualities most desired by Gen Z men.
Branded under the slogan ‘hungry for beauty’, Unlics launched 1 December with two products: a clarifying make-up base called Impress Color Wear, which comes in four shades for the user’s desired colour-control effect; and Aqua Hug Water, a fresh-feeling lotion containing hyaluronic acid, soymilk ferment solution and watercress extract for moisture retention.
Unlics was created with male beauty influencers (left to right) Sena Kurumatani, Usuke and Shoki
In January, the brand will roll out five ‘melty-spread’ serums targeting issues including rough skin and freckles and Hog Fog Mask, a reusable face mask towel that is said to envelop the entire face in warm steam for the better absorption of skin care products.
Unlics was created in collaboration with three of Japan’s premier male beauty influencers: beauty blogger, YouTuber and Instagrammer Sena Kurumatani; former model and beauty writer Usuke; and Shoki, who is also known as ‘Prince Pearl’ due to his glowing skin and meticulous skin care techniques.
Products start from ¥2,640, and are available via Unlics’ online retail site and on Rakuten and Amazon.