Masc

MASC is an industry leader in men’s skincare and grooming products. But in today’s world, the name of the brand was a bit a problematic.

The word “masc” echoes a long legacy of a toxic culture that expects men to be nothing but stereotypically masculine. The word normalizes relationships that fit into a heterosexist framework and oppress queerness, while simultaneously teaches us to privilege masculinity over femininity.

The solution was a new design system that took the issue head-on in an inspiring, true and relevant way. That’s when “Man at Work” was born: a fresh perspective to encourage men to continuously work on who they are and forever challenge what society and traditional values have told them to believe.

Created with Masc Skincare, 2021

Role Creative Director, Art Director & Designer