The latest venture from the serial entrepreneur's brand incubator follows KimChi Chi and Jason Wu Beauty
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.