about the brand

Soft is a new men’s skincare line offering thoughtful products with a modern view of masculinity.

The idea for Soft began with cofounders James and Patrick’s growing interest in skincare, particularly face masks (thanks in part to Patrick’s girlfriend—and Soft’s third founder—Emily). A mask has serious skincare benefits, but the best part is the ritual: What’s better than relaxing after a long day with a mask, a cocktail, and a record?

Here’s the thing: None of the men’s skincare labels James and Patrick found offered face masks. They also didn’t promote the importance of self-care and wellbeing; instead, they were hyper-masculine, severely minimalist, or oddly rugged, as if to overcorrect for the “feminine” or “soft” stigma around skincare. We knew we weren’t the only ones who found that concept to be wildly outdated. Culture is changing, but men’s skincare hasn’t been keeping up.

Soft is the solution: a men’s brand for the modern, open-minded guy (or literally anyone, including girlfriends whose products have mysteriously gone missing over the last few years…)

Because skincare doesn’t have to be hard.