The Dubai-based Mr Regimen is on a quest to “transform men’s self-care and authentic self-expression into the new normal” by making men’s personal care products easier to access and understand through its e-commerce website mrregimen.com.
Mr Regimen, launched this year, is an online retailer offering multiple types of eco-friendly men’s grooming products, including skincare, body care, hair care, beard care, oral care and health supplements. The site also provides personalized grooming regimens and grooming tips for men.
The brand was founded by Hani Al Jundi. Having worked in the beauty and consumer industry, he knows first-hand how underserved the men’s grooming market is. A promoter of ethical brands, Hani has made it his mission to challenge the prevailing notions of masculinity.
“Positive Masculinity is about self-expression in a way to make your inner self feel comfortable, even when challenging stereotypes and norms. As middle eastern men, we are taught to behave in a certain way, and if we deviate from those behaviours, we are not manly enough,” says Hani.
“Masculinity for me is breaking down those pre-conditioned barriers and championing that whatever you do to make you feel like your authentic self is considered masculinity. It’s the courage to go out into the world with that perspective.”
Through Mr Regimen, Hani is reimagining Men’s grooming as an ecosystem built around the daily practice of self-care and self-creation. Not only does it provide a greater understanding about the right products to use and how to use them, but also underscores and nurtures the cultural importance of men’s aesthetic self-care through blogs and articles on the site.
Mr Regimen aims to distinguish itself by offering top-tier and award-winning brands on its online store, with a focus on products that use natural, eco-friendly, clean, organic, and cruelty-free ingredients, and products that are specifically formulated for men’s skin, hair and body.
Skincare brands offered on the Mr Regimen website include The Grey, Jaxon Lane, Grown Alchemist, Patricks and Colekt. Hair and Beard grooming products by Patricks, The Groomed Man Co and Murdock London. Body and personal care by Salt & Stone, Selahatin, The Good Mood Co and others.
Although customers can buy products by specific brand or product, the Mr Regimen website offers the best combinations based on a certain objective. For example, the average soaps and shampoos include harmful chemicals such as parabens which change the PH of the skin, kill healthy bacteria and strip away vital oils. To counter this, Mr Regimen recommends paraben and sulfate-free products to promote healthy habits, such as the Face Fuel Cleanser from The Groomed Man Co., along with The Grown Alchemist Strengthening Shampoo and Thickening Conditioner.
There are also products that make men’s grooming easier with products such as the 3-in-1 Face Cream by The Grey for daily face and eye moisturizing, Daily Face and Body Wash by Murdock London, and Cool Cola Hair and Beard Shampoo by The Groomed Man Co.
The website goes further by offering guidance on how to utilize products, and by having important dialogues about the new, healthy masculinity that Hani referred to. Furthermore, as it might be difficult to find the most suitable products, customers can take an online Regimen Builder test to formulate the best routine based on their skin type. It also recommends specific products based on one’s requirements.
Mrregimen.com offers free-of-charge 90-minute deliveries within Dubai, and next-day delivery across the UAE, via Quiqup. It also offers worldwide delivery. All products are delivered in eco-friendly packaging, and in a reusable tote bag made with recycled materials.
