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Industry News: 'Bros, not pros': Brotege banks on minimalism to win over skin care-skeptical men
"It feels like the era of giant corporations dominating entire product categories is fading, and being replaced by companies like ours that are addressing the concerns of a specific market niche," said Saporta. (Brotege)
Cobra Starship frontman Gabe Saporta is betting on an all- in-one retinol and SPF product to bring simplicity--and humor-to the men's skin care market. Direct-to-consumer brand Brotege's launch is focused on addressing on what founder Saporta perceives as a persistent gap in men's skin care. While the global men's skin care market is projected to reach $24.5 billion by 2030, according to Grand View Research, a significant portion of male consumers remains underserved, particularly those seeking simplicity over specialization. In fact, nearly half of men in the US do not use facial skincare products at all, according to a 2023 report from Mintel, which cites cost, complexity, and a lack of relevance in product messaging as key barriers. Saporta is targeting this overlooked demographic with Brotege, a brand built around a single, all-in-one product. "Almost half of all men don't even own a simple face moisturizer," he told CosmeticsDesign. "There's a huge segment of the population being overlooked-they just want something simple, effective, and affordable."
Saporta, a former touring musician, says the leap into skincare wasn't as unlikely as it sounds. "So much of what I've done in music revolved around building community and creating a world I wanted to be part of," he said. "Starting Brotege feels like starting a new band-you're inspired by others, but also have your own ideas about what you would do differently." He added, "I didn't feel like any of the products available spoke to me or my friends, so I made my own."
Product design with a purpose Brotege's debut product, Good Boy Protection, is a multifunctional moisturizer that combines SPF and retinol. Saporta designed it specifically for men who shy away from skincare due to cost, complexity, or intimidating presentation. "Almost half of all men don't even own a simple face moisturizer," he said. "Most of the messaging out there is for guys who are already bought in- who follow trends and pride themselves on complex routines." For Saporta, retinol was a non-negotiable component based on his personal experience. "I never had a complicated routine, but I used a moisturizer with retinol religiously," he said. "When I noticed my friends aging faster than I was, I knew I could help them-if I could just get them on the retinol train."
Formulation and R&D challenges Combining retinol and SPF in one formula posed significant technical challenges. "If you use retinol during the day, you need sunscreen, so SPF was always going to be the second cornerstone," said Saporta. "What I didn't know was that sunscreen is classified as an OTC drug and requires an FDA-regulated process." Finding an FDA-licensed lab was only the beginning. "It took multiple iterations to get the right balance of moisturizer, sunblock, and retinol into a fragrance-free, non-greasy formula," he said. "The lab definitely started getting annoyed with me-but seeing the positive reviews, I'm glad we took the time to get it right." He also credits his music career for teaching him to simplify. "Producers used to yell at me in the studio to follow the KISS principle: 'Keep It Simple, Stupid.' I knew our solution had to be all-in-one."
Targeting a shifting market Saporta believes Brotege aligns with a larger shift in men's grooming toward simpler routines. "Men's skincare is pulling in two directions," he said. "On one end, there are hyper-specialized products. On the other, a growing movement prioritizes simplicity, functionality, and practicality. Brotege is firmly in the latter camp."
He emphasized that Brotege's customer isn't a skincare enthusiast, but the underserved "bros, not pros." "We're creating products that are effective, straightforward, and approachable-for guys who want a minimal, hassle-free skincare experience."
Sustainability and ethics Brotege's packaging strategy reflects environmental considerations and branding consistency. "Our aluminum tubes are better for the environment, but they also just look super sick-especially after they've been used," Saporta said. "There's just nothing so satisfying as crumpling it up and squeezing out every last drop." The brand is also cruelty-free, vegan, and contributes a portion of profits to animal shelters and dog rescues. "That adorable dog on our logo is not just another pretty face," Saporta quipped.
Marketing strategy and music tie-ins Despite having a built-in fanbase from his music career, Saporta chose to keep the Brotege brand separate. "I'm not into celebrity brands, and I don't think my audience is either," he said. "We're targeting the same demo, but we want Brotege to stand on its own." Still, his music roots offered strategic opportunities-like launching the brand during Cobra Starship's reunion at the When We Were Young festival. "Introducing a moisturizer with SPF and retinol at a festival like that? It just made sense." Brotege is also collaborating with alternative athletes and comedians. "We were just featured on Going Deep with Chad and JT-they were literally on our inspo board of the bro-iest bros we want to help," Saporta said.
Future growth plans Currently, Brotege sells its hero product through a subscription model, but Saporta has bigger plans. "We saw so many guys avoiding skincare because of high costs. I wanted to solve that by making Brotege affordable and accessible." Still, building a brand with one low-priced SKU presents challenges."One of our biggest hurdles was achieving strong ROAS with only one product and a low AOV." But early results are promising: "Our subscriber base has grown, churn remains low, we've fine-tuned our creative, and we're seeing encouraging data." As for what's next? "We have a slew of products in development--staples for men with a creative twist," Saporta said. "We see Brotege as the go-to brand for busy guys looking for effective, no-BS solutions--products that make them smile, not cringe, when they see them in their medicine cabinet."
This article references insights "'Bros, not pros': Brotege banks on minimalism to win over skin care-skeptical men", published by Cosmetics Design. on Apr 23rd, 2025.
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