Singapore has no lack of homegrown beauty brands with burgeoning entrepreneurship in the industry recently – what’s interesting is that these skincare businesses are started by men. Industry experts they may be but exactly how enthusiastic are they about caring for their own skin – are they basic rinse-and-go blokes or are they over-achievers who indulge in a K-beauty inspired 10-step routine? CNA Lifestyle speaks to three male skincare founders to find out what they do in the name of grooming, what makes for a easy, breezy routine and how men really should care for their skin. HEURE’S MANAGING DIRECTOR, LIM KER HAN , 45 “You won ’ t appreciate the value of good skin until you have lost it,” said Lim, who admits that he is, by nature, lazy about taking care of his skin.
This hasn’t changed significantly despite him having acquired an interest in and in-depth knowledge about skincare upon starting his brand. “As a teenager, I bought into the ‘3-in-1’ system where one product works for your hair, face and body..
. my acne scars show how much of a lie it is! If one’s face can tell his life ’ s story, mine ’ s probably a cautionary tale rather than a shining endorsement of adonic beauty,” he joked. These days, Lim spends a maximum of five minutes on his skincare routine.
“Everything should be easy to understand and apply. It’s why Heure doesn ’ t deal in fanciful names or complicated usage directions. My routine in a nutshell: Cleanse, medicate .