THE WHAT? Founder Chris Salgardo has launched new men’s skincare range named Atwater in a bid to build consumer confidence with products that have clean, non-toxic formulas.

THE DETAILS The US-based company has created a range that includes a facial scrub, eye moisturizer, facial moisturizer, and shaving cream. 

Focusing on offering ethical products, Atwater has the cruelty-free Leaping Bunny certification. 

THE WHY? Salgardo is said to have spent his career in skincare and grooming, gaining insight into men’s grooming needs as well as the link between ‘how a man looks and the confidence he feels.’