H.I.M.-istry Naturals and Nordstrom debut organic skincare for “underserved” male grooming arena

25 Nov 2021 --- H.I.M.-istry Naturals, an organic skincare business, is partnering with department store Nordstrom to unveil its complete line of natural men’s grooming products in US retail locations and online. H.I.M.-istry, an acronym for “Healthy Image Men,” was developed to cater to male grooming as Darnell Henderson, the founder of H.I.M.-istry, found that grooming products were lacking in the market.

Henderson was frustrated with finding quality products for the skin issues he developed while serving in the US Navy. As a result of daily shaving and the rigorous physical and mental demands of military life, his skin was frequently irritated and inflamed.

Considering this, Henderson details that none of the unisex products he found at drugstores or mass retailers worked for him. Additionally, they had unnatural chemicals and were not designed around the skincare and lifestyle needs of men.

H.I.M.-istry’s line of products goes beyond prepping skin for shaving to address common skin concerns such as acne, dryness, premature aging, ingrown hairs, razor irritation and more – all in one simple daily regimen.

This partnership comes as No Shave November (Movember) – a movement that raises awareness for men’s health issues through growing beards – comes to a close.Darnell Henderson, founder of H.I.M.-istry.

Developing H.I.M.-istry Naturals
Henderson spent several years working with a team of chemists who understood his vision and helped him develop the H.I.M.-istry product line.

The company currently offers approximately 30 “spa-quality” products focused on men’s needs for skincare, shave care, beard care and body care, all made with natural and certified organic ingredients.

The company achieved its first significant milestone in 2007, when it partnered with Macy’s, expanding from three stores to nationwide US distribution within the very first year.

Since that time, H.I.M.-istry has evolved and grown into both a strong retail and direct-to-consumer brand through its strategic partnerships with major players like Amazon Premium Brands, Urban Outfitters and Nordstrom.

The company also has a robust wholesale business and a presence in luxury barber shops, salons and spas.

Tracking men’s care
PersonalCareInsights has been tracking innovations and NPD in the men’s personal care industry.

Earlier this month, Max Green Alchemy released Scruff Rescue, a men’s facial care system designed to condition and soften beards, mustaches and skin. For shaving, Gillette recently unveiled GilletteLabs, which include an exfoliating bar that enables the blade to be safer and achieve a deeper shave.

Meanwhile, men’s skincare company Only Skin launched cost-effective skincare kits – Essential Kit, Standard Kit and Premium Kit – featuring niacinamide, squalene, lactic acid and peptides.

By Nicole Kerr