Bespoke Beauty Brands, the brand incubator by Nyx founder Toni Ko, has stepped into men's grooming with the launch of Mai Johnson & Company.
Developed in partnership with multinational veterans Rodney Williams and Alvin Hathaway, the D2C brand includes face and body products.
The 8-sku line, available from 20 August, is the first male grooming venture by Bespoke Beauty Brands, which has previously focused on make-up collaborations with Ru Paul's Drag Race alumni and fashion designer Jason Wu.
Ko described Mai Johnson & Company as the "next generation of men's beauty".
Williams, a former P&G brand manager-turned-serial entrepreneur, said: "We believe every man should be clean, dry and well-groomed. We believe that a man deserves products that speak to his genuine needs with a bit of class and humour."
The collection includes Daily Foam Cleanser, Refreshing Toner, Anti-Aging Skin Serum, Optimal Moisturizer, Renewing Anti-Aging Night Cream, Anti-Aging Eye Cream, Deep Clean Charcoal Mask and Body Powder.
Hathaway added: "Men are becoming more interested in taking care of themselves and we felt there was a need in the market for a line of exceptional products that resonate with the guy's guy.