a man's gotta do what a man's gotta do, and these days that includes taking good care of his appearance. launching stateside on thu – oct 18 is shodai, a new men's grooming brand rooted in japan's longstanding knowledge of natural, local ingredients and the knowledge to effectively apply these in skin products. founder justin brown has concocted a face wash and a face moisturizer that pair these traditional yet powerful ingredients with the latest skincare tech. and to complete shodai's contemporary focus, the products are paraben-free, cruelty free and gluten-free. so, what are these ingredients? a rare and premium substance, hiba oil is sourced from aomori hiba trees, and has natural anti-bacterial properties that help to calm skin.
green tea is widely acknowledged as a potent source of antioxidants, anti-aging effect and overall health effects. when blended with the other ingredients in shodai products, green tea brings amino acids, b vitamins and caffeine to revitalize and invigorate skin texture. sake is perhaps an ingredient you wouldn't expect, but it has positive effects on skin as it contains so-called kojic acid, which helps brighten skin and reduce skin spots, and amino acids that prevent wrinkles and reduce dryness. and last but not least, there's purified onsen water which helps control free radicals and control rough and dry skin. shodai's products are made in japan, and although delivery is currently only available for u.s. residents, the company aims to serve european shoppers in the near future.