Into fitness
LQD’S range of no-nonsense premium bathroom staples tick all the right boxes for the body-conscious modern-day gym enthusiast. So what’s the secret behind the brand from Down Under’s millennial metrosexual appeal? We take a closer look at Lqd, in the wake of its European launch.
One of the top-selling premium skincare lines in Bloomingdales in the US and a staple at David Jones department stores in Australia, as well as Sephora in Australia and Singapore, has now arrived in Europe with a splashy launch coinciding with London Fashion Week Men’s, which wrapped up recently.
Lqd’s motto? “Active guys need active ingredients.” Something Melbourne-based founders and life partners Anthony McDonough and Chris Glebatsas embody as they are also impressive physical ambassadors who embrace a holistic lifestyle philosophy built around three pillars: diet, training and skincare.
Wash, Scrub, Shave, Calm... Lqd is known for its simply labelled and packaged blackand-white essential range.
The natural and organic paraben-free formulas are designed to tackle post-workout sweat and grime of sporty urbanites. Common complaints of dryness, redness, breakouts and ageing? Lqd’s products include high levels of AHAs, BHAs, anti-irritants, anti-inflammatory agents, vitamins, antioxidants and anti-ageing peptides.
By removing skin irritants commonly found in other brands, Lqd’s range claims to even be suitable for skin that is prone to rosacea, dermatitis, eczema and keratosis.
Among the products that have gained loyal followers are Face Hydrate – a favourite with the fitness-focused community for its matte finish and a previous Men’s Health and Grooming award winner; specialist product Eye Restore – which claims to bid goodbye to dark circles, bags and puffiness within 30 days with its formula featuring six peptides and purporting to offer the highest concentration on the market; Face Scrub, with 12% glycolic acid and 100% biodegradable micro beads; and the recently launched Blemish Control.
A firm backstage fixture at this season’s London Fashion Week Men’s, the brand is continuing its partnership with the British Fashion Council as official skincare sponsor of the bi-annual menswear event for three years. – AFP Relaxnews