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It began with a wake-up call.
Why is no one talking about the skincare truths when it comes to men?
The skincare industry has been speaking a language men never truly relate to. So we dug deeper and found the real gaps.
Products
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.
Approach
Men want skincare that’s functional, fast, and fuss-free. The moment it feels like too many steps? Hard pass.
Advocacy
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.
The aethos story
Our name comes from the Greek word ethos,
meaning character.
The “A” is no accident. It stands for:
Aesthetic: Because men deserve to look good!
Aspiration: Not the flashy kind, but the quiet desire to do better.
“Aethos was born for the men who are secretly using their sister’s cleanser or borrowing their wife’s face cream when no one’s looking. The confused and overwhelmed tribe of fuss-free guys who want elevated skincare and want to stay authentic without the overcomplication. We want to normalise (and redefine) men’s skincare. I’ve crossed over to this side and now, I want to help my brothers navigate the journey and meet me here.”
Jitin, Founder