Get out what you put in with new skincare brand PROVERB

The other week in my column for The Sunday Telegraph’s Stella magazine I wrote about the amazing rise of British male grooming brands in the last twelve months. Sadly, just missing the deadline for the piece was Proverb – a new skincare brand that launched in October. The brainchild of husband and wife team Luke and Kirstie Sherriff – he a former rugby pro and she someone with over 20 years experience in the beauty industry – along with Ben Burch, a former rower for Great Britain, it takes its primary inspiration from the world of sport (and sports nutrition) as well as the proverb ‘you only get out what you put in’. Hence the name.

“A good skincare regime starts with the truthful recognition that results come from ‘inside out’ – your skincare products combined with supplements, diet and water intake – not one without the other,” says Kirstie, summing up the ethos behind the brand and offering, in the process, a refreshingly 360 view of men’s skincare in 2017.

The range features six products: a Skin Defining Facial Scrub; an Oil Balance Pro Moisturiser; a Strengthening Skin Serum, a Hydration Pro Moisturiser;  a Cleanse & Shave Nutrient Mud and a Skin Resistance Training Supplement.

Out of all of these it’s the last two of that stand out most for me. Given Proverb’s inside out approach and their sport influences it was inevitable some form of supplement would be in the line up, and with few other brands including one it certainly gives the range a point difference. The Skin Resistance Training Supplement is much more than just a collection of skin-friendly vitamins though; it also includes hyaluronic acid, which is crucial for skin health, and resveratrol – a powerful anti-oxidant, included here for its anti-ageing benefits.

The putty-coloured Cleanse & Shave Nutrient Mud, meanwhile, has become a favourite product of mine, partly because of its smooth, creamy texture and smell (it reminds me a bit of unbaked cake mix – which I love) but also because of its multi-functionality. As well as being a great cleanser it also doubles up as a shave cream which, because it contains ingredients to calm and nourish skin, reduces the stress put on skin by shaving. Although it’s not flagged up as a face mask I also treat it as one – applying liberally and letting it sit on my skin for five minutes to give the kaolin and hectorite clays it contains time to suck up any grease and grime, before washing it off.

With prices ranging from £30 – £65 Proverb is very much at the premium end of men’s skincare but then you’re paying for the well-thought out formulas, which include the brand’s Lycoprotene complex, created from fermented tomatoes, and the protein-rich egg white albumen, and the use of natural and organic ingredients. Plus, of course, in buying British you’re supporting our economy, which can’t be bad in this time of pre-Brexit uncertainty. So if you’re a grooming-junkie looking for a new brand to try give it a go. After all, as another very famous proverb says, if you never try you’ll never know.

Proverb is available from proverbskin.com with products starting from £30.

Real men wear face masks don’t ya know?

Much has been said about the constant need for male grooming brands to ‘butch up’ their products to make them acceptable to the average bloke in the street and though we’ve come a long way, most brands still use hyper-masculine brand ambassadors to give everyone else permission to use ‘beauty’ products. If you want proof this trend is still going strong just check out the campaign for Montagne Jeunesse’s new face packs for men.

Featuring five separate masks to give skin a deep clean, tackle blackheads, perk up morning-after skin, rescue tired eyes and deal with blemishes, the masks have been ‘put through their paces’ by the Cardiff Blues Rugby Team. So clearly, if they past the locker room test they must be ok.

Ironically, of all sports, rugby always comes across as the most metrosexual one to me, with the majority of players comfortable enough in their own masculinity not to give a damn about appearing ‘girlie’.  Ex-Lion Gareth Thomas’ coming out was greeted with a chorus of  ‘so whats’ and Ben Cohen, though straight, is a champion of LGBT equality. So the use of  rugby players in campaigns like this strikes me as being both perfectly natural but surprisingly tame. Imagine the impact if the line up above had been Millwall players. And how everyone would have reacted then. Just saying.

The five masks are available from www.montagnejeunesse.com priced £1.09