There’s a new man in town — EvolutionMan, that is.
Marco Berardini, a Los Angeles-based celebrity hairstylist, makeup artist and self-described “groomer,” recently introduced the eight-item facial treatment brand for men, hitting the ground running with a host of specialty boutiques, such as Kitson, as well as day spas and online points of sale.
Berardini, who is in talks with more apothecary-style stores, men’s salons and even large specialty store chains to carry the line, anticipates reaching $100,000 in retail sales by yearend, a figure that could balloon to $2 million with the planned distribution expansion.
“I wanted to do something for me,” said Berardini, 34, discussing his inspiration for getting into the men’s personal care business. “I made it for the everyman, I want the un-metro guy to [use] it.”
After about a decade of fashion gigs in New York and Paris, he got into the celebrity business and moved to Los Angeles three-and-a-half years ago.
The EvolutionMan assortment includes — no surprise given Berardini’s background — two concealers. It ranges in price from $10 for lip balm to $24 for the 0.5-oz. Revitalize Eye Gel.
Conceal & Treat, a stick that contains salicylic acid, vitamins E and A and green tea extract, is meant for spot acne and razor redness and is priced at $21 for 0.08 oz. Conceal ($20 for a 0.5 oz. tube) is intended to veil dark circles, and “imperfections.”
An SPF 20 product called Moisture Protect is available in a shade of bronze, which goes for $18. A colorless version costs $17, and both come in a 1.7-oz. size.
“I wanted it to be affordable but look upscale — luxe for less,” Berardini said.
The rest of the collection comprises a dual-purpose cleansing and shaving product, an exfoliator and a lip balm.
There’s even a travel case available ($49.95); they’re one of a kind because each is made of 100 percent recycled car tires — a nod to the brand’s eco-conscious positioning. To wit: Packaging is made of post-consumer-grade plastic from milk cartons.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast