Logistical Grooming

MAKING MEN'S SKIN A PRIORITY

Anthony Sosnick, the dashing 34-year-old founder of the popular grooming line Anthony Logistics for Men, is at least partly responsible for the legions of men currently competing with their partners for prime bathroom real estate. Inspired by a friend's apothecary and exasperated by the paltry range of products available, Sosnick created a men's brand that runs the gamut from scrubs to hair gels to a three-step anti-aging regimen replete with vitamin-C serum and eye cream. The packaging favors function and simplicity while doing away with fancy-pants labeling and prissy prose touting "satin" and "souffle." Product names such as Stronger than Usual Conditioner and Razor Burn Repair ensure that bold logic and brevity are afforded the spotlight, while mention of such restorative, luxurious ingredients as marshmallow, aloe vera, and peppermint are tucked away in the fine print.

"Men tend to think very logistically—they like to have an objective," explains Sosnick. Available at Sephora, Barneys, and Nordstrom, the line, with all its practicality, also serves a higher calling: a percentage of Anthony Logistics proceeds benefits prostate-cancer charities.

Most recently, Sosnick, impelled by the birth of his twin boys, Ethan and Lucas, entered a new market with the introduction of Anthony for Little Men—a two-in-one self-foaming cleanser for babies' hair and body. Like their father's, the sons' product will also make charitable donations, this time to pediatric-AlDS research. Who ever said beauty is skin-deep? —EMILY POENISCH

EMILY POENISCH