Why is no one talking about the skincare truths when it comes to men?
There’s a gap in formulations that truly understand Indian men’s skin. Most male-oriented products in the market aren’t actually formulated for men, they’re just repackaged.
Men want skincare that’s functional, fast, and fuss-free. The moment it feels like too many steps? Hard pass.
Unlike women, men haven’t grown up with skincare being part of their cultural or social narrative. Skincare, for most men, is corrective, not preventive.
Our name comes from the Greek word ethos,
meaning character.
The “A” is no accident. It stands for:
Jitin, Founder