A new website reflects the growing interest men have in skin care and grooming.
David Yi had an early introduction to beauty regimens.
“Growing up in a Korean household, my mother would give us facials,” says Yi, the founder of Very Good Light, a new website about men and grooming. “She’d put all these creams on me, and I dreaded it. But I started to realize it was indicative of how important it was to present yourself to the world.”
After stints as a writer and editor for the New York Daily News, WWD and Mashable, Yi, 29, decided to lend his expertise to guys who didn’t grow up with an education in personal-care products. “Men are just supposed to figure it out,” he says.
With Very Good Light, he hopes “to redefine masculinity and to redefine men’s beauty.”
The timing may be right.
“A lot of guys resort to asking questions on Reddit, because they don’t know where else to go,” says Emily Weiss, the founder and chief executive of Glossier, a site that, served as inspiration for Very Good Light. “The younger generation of men are embracing beauty and skin care in a more open-minded and forward-thinking way.”
Chris Salgardo, the president of Kiehl’s and author of “Manmade: The Essential Skincare & Grooming Reference For Every Man,” says: “There’s been a growing conversation in our stores, and on my own social media, as men reach out with questions beyond basic skin care or shaving to learn more about anti-aging and ingredients.”
Yi envisions his startup capturing the spirit of skin care and grooming. “Big brands and media outlets are too afraid to push the envelope,” he says. “They are stuck in 2014 still talking about beard oil when no one has beards anymore.”
There are stories on how to properly cover a hickey, an introduction to BB creams, and a story titled “You’re actually parting your hair all wrong.”
There are also features that take a broader approach to personal care, culture and what it is to be a man.
As for his own skin-care routine, it’s rooted in the multistep Korean system. “I do seven steps: cleanser, toner, a mist, a serum, an essence, a moisturizer and sunscreen,” Yi says. “If I’m meeting someone special, I’ll do a cushion or concealer, maybe a highlighter.”