Kiehl’s mop up the competition (oh, and oil too).

Kiehl's Oil EliminatorAsk me which male grooming brand is in the zone right now and I’d have to tell you that it’s Kiehl’s. So hot is it right now that there’s a palpable sense of concern out there from its competitors as it creeps up behind them like the Nosferatu of skincare.

The company’s success, I think, is down to several things, including a great backstory, packaging that beautifully fitted the recent trend for heritage grooming and the fact that they’re great at sampling. They’re also perfect for the kind of consumer who eschews big faceless brands in favour of something a little warmer, quirkier and generally more interesting. In truth, whilst the leading premium brands are great they can come across as a bit characterless and sterile sometimes and, in contrast, Kiehl’s offer a lot more personality for your pound. The other factor, of course, (and one not to be overlooked) is that the products are, by and large, pretty good.

And now their dedicated men’s range is expanding with the addition of three problem-solving oil control products which, used together, form a new ‘Oil Eliminator’ range. Featuring a 24-Hour Anti-Shine Moisturizer, Deep Cleansing Exfoliating Wash and a Refreshing Shine Control Toner the products create a simple, three-step oil-busting regimen that handily addresses one of men’s most pressing skincare needs: a shine-free face.

The wash doesn’t strip skin of natural oils (an act which can itself stimulate oil production), the toner – if toners float your boat – acts as an effective mattifying mist and the Anti-Shine Moisturiser does what it says on the tin/tube, even if its 24-hour promise is qualified in small print by the words ‘with continued use skin looks less shiny’. All in all, the products are great, the distinctive green packaging’s a winner and the range as a whole proves that Kiehl’s aren’t just in the T-zone they’re in the zone full stop.

For more info go to the Kiehl’s website

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