Australian-made Liquid Skin Care (Lqd), a range of men’s skincare products, embraces a three-pronged philosophy: diet, training, and skincare. Since its launch five years ago, the brand’s approach has won it a loyal following and it has expanded both in Australia and internationally.

Lqd initially launched it’s brand of skincare online in 2012, rapidly generating awareness thanks to a strong social media campaign and marketing that resonated with the LGBT+ community. Now, Lqd is available in some of the world’s leading retailers, including Bloomingdales (USA), David Jones and Sephora (AUS), and Harrods (UK).

Melbourne-based founders and life partners Anthony McDonough and Chris Glebatsas wanted to create a skincare option that would meet their needs. Lqd products are designed to cleanse, moisturize, soothe, brighten, and hydrate aging skin.

 The products, drawing on scientific research and natural ingredients, are developed specifically for the male customer and his specific skincare needs.

“If you’re anything like me, you’re active,” said McDonough.

“I train continuously, and have done for more than 30 years. When you train hard, you shower often, so you need products to remove the sweat and grime of life that aren’t too harsh, with the ability to replenish the balance of oils in your skin. I searched the world to find products that lived up to this and after 20 years of not finding what I needed, I created Lqd to fill that void.”

Active ingredients include anti-irritants, anti-oxidants, anti-inflammatory, anti-aging peptides, included at maximum levels for maximum performance and efficacy.

“It’s not just what’s in the product that counts, it’s also what’s left out – ingredients that are known skin irritants like essential oils, sulfates, parabens, phthalates, menthol, colourings and fragrances,” said McDonough.

Glebatsas, a former investment banker whose near-deadly brush with meningococcal meningitis resulted in a passionate pursuit of a healthier work/life balance. Lqd is a reflection of this goal; a brand that educates men about skincare, with integrity and authenticity. The two founders are in complete agreement that when it comes to achieving clean, youthful looking skin.

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