THE MID-LIFE CRISIS THAT LED TO A SUCCESSFUL MEN'S SKIN CARE RANGE

THE story of how Anthony McDonough's men's skin care range dates back 20 years when he was living in Russia in minus 35C temperatures and every product he used to try and moisturise just made his skin more irritated.

It took a while to act on this, but in 2012 McDonough decided to make the leap and start his own skin care brand. He quit his job as a marketing specialist, bought a Porsche, and doubled down on his new project with his life partner Chris Glebatsas (pictured right), and so Lqd was born.

The product is designed especially for men's skin, which McDonough swears is completely different to what women's skin needs.

"Most men's skin care is about taking an existing formulation, recolouring it, re-fragrancing it, repackaging it, and selling it to me," says McDonough. "While women want their skin to feel really tight, guys don't want that. They want clean, soft, supple skin. It's a really different feeling. "There's a fundamental difference between men and women's skin care needs. "Men shave, and this trauma causes the skin quite a lot of discomfort so you need products that will quickly repair the skin and also maintain the hydration."

It has been five years since the product line officially launched, and Lqd has gone from strength to strength since. Read more

David Simmons - Business News Australia - 18 May 2017