As we’ve discussed before here at Rugged, Yet Smooth, a good skin care routine is key to looking and feeling your best.

Lqd is blazing a trail on the men’s skin care scene, bringing we Aussie gents a growing range of innovative products. They use the latest developments in skin-care science, creating cosmetics formulated to slow the ageing process and boost your skin’s health.

The brand has continued to build a powerful name for itself, having featured in plenty of top men’s publications – you might have seen them in Men’s Muscle & Health, Men’s Fitness, GQ, Men’s Health, and more.

Recently, we were lucky enough to speak with Anthony McDonough, Lqd’s visionary founder. He shared the story behind the brand’s creation, their rise, and advice on a simple, no-fuss skincare routine …


Lqd’s Origins and Rise


McDonough started out on a scientific path, before crossing over into the world of business. However, this wasn’t quite the right move.


“While I originally studied organic chemistry at Melbourne University, I actually ended up as a marketer who worked across some of the world’s largest brands. During my career, I became disillusioned with the corporate world and their lack of care about the products they produced and the unethical way they sold them to customers.


“After searching for over 20 years for high-quality skin care products that didn’t inflame my skin and make it worse, I decided to go back to the science books and create my own range. It started out as a passion to produce the best products on the market, and six years later it’s turned into a thriving global business.”




So, how has Lqd evolved?


“When we first launched Lqd, we sold it exclusively through our own website and promoted it only through social media. Because of the quality of the ingredients we use and the results guys were getting when using our products, it quickly grew into a cult brand on the recommendations of its customers.”


Lqd were then approached by Sephora to launch the line into their stores in Australia, and from there they quickly became their best-selling men’s skin care brand. Two years later, Lqd is now selling at David Jones, and recently launched into the USA’s iconic Bloomingdale’s.


“What sets us apart from our competitors is the quality and efficacy of our products. Once guys try them, they don’t go back to the products they were using before.”



The Importance of Men’s Skin Care


So, what does McDonough think about the gradual rise of the more image-conscious Aussie bloke?


“If you go back 30 years, to when I was a teenager, the idea of a guy using skin care products wasn’t just taboo – it couldn’t even be imagined. Guys back then were running around in shorts and singlets with beer bellies, and didn’t care about how they looked at all.


“Fast forward to now, and everyone wants to look great in an Instagram selfie – it’s the birth of the spornosexual.”


New to that term? Go ahead – look it up.


“Today’s new generation of men understand that what they do now for their skin will have them looking great into their forties, fifties, and sixties. As men’s skin ages differently than women’s, due to the changes in testosterone levels, if a guy is already looking after his skin in his late twenties, he’s going to notice he ages better than those of his friends who aren’t doing it.”


So, a little more effort now can pay off down the line, but what about those of us who live by a tight schedule? How can you take care of your skin in a simple way?


“Looking after your skin doesn’t need to be a complicated process. Firstly, make sure whatever you put on your skin doesn’t contain any skin irritants (as these lead to early ageing, i.e. more wrinkles). Avoid all products containing fragrance, colours, sulphates, parabens, and phthalates.”


McDonough also recommends skin care products with aloe vera, AHAs (glycolic acid), BHAs (salicylic acid), and peptides, as “these are all scientifically proven anti-ageing ingredients”.


To finish up, men should “wash your skin with a pH-balanced wash, so it doesn’t dry out the skin, every morning and night – and always after exercise. Use a glycolic acid scrub a few times a week to resurface the skin and increase collagen production and always moisturise afterwards, as this repairs and nourishes the skin.


“Finally, use an anti-ageing peptide-based eye serum to combat wrinkles, bags, and dark circles around the eyes.”


McDonough rounds his advice off by emphasising the importance of a healthier lifestyle: “having great skin is also about eating a balanced diet and exercising regularly, as the healthier your body is, the healthier your skin will look too.”


Wise words, indeed.


Feeling inspired to take better care of your skin? Check out the Lqd collection now.