A quiet but powerful shift is happening in how men think about well-being. For the 35–55 age group – a generation raised in a “toughen up” culture – self-care is becoming less of a luxury and more of a habit.
At BAZ & CO, we see this every day. We make naturally active skincare powered by basil grown on a vertical farm, distilled into essential oil, and formulated into simple products designed to help men look after themselves – without the fuss or the fluff.
Our customers are riders, dads, outdoorsmen and everyday blokes. And they’re not chasing perfection – they’re chasing presence. They want to feel good in their skin, recover better, and show up well for those around them.
The masculinity reset
The old template of masculinity – silent, stoic, self-neglecting – is being replaced by something more grounded. Today, self-care for men is less about grooming and more about recovery, resilience, and emotional fluency.
This shift is reflected in our partnership with cycling experiences co, Le Blanq, where high-performing men in their 40s and 50s actively seek ways to recharge, repair, and feel better after a ride. For many, skincare is no longer a vanity play. It’s become a form of self-respect.
Not a trend – a cultural shift
When we launched BAZ & CO, we didn’t create “men’s skincare.” We built a brand rooted in British-grown ingredients, sustainability, and simplicity. So, it’s no surprise that most of our audience is male.
Why? Because men are tired of gimmicks. They want performance. Products that work. And increasingly, they want to buy from brands that reflect how they live – or how they want to live.
They’re reading ingredient labels. They’re choosing smaller, values-led brands. And they’re recognising that how something makes you feel matters just as much as what it does.
The basil effect
Our lead ingredient – basil – is more than a botanical. Grown indoors at our vertical farm in West Wycombe, it’s distilled into a powerful essential oil packed with natural anti-inflammatories, antioxidants, and antibacterial properties. It’s fresh, clean, and purposeful – much like the routines we’re trying to create.
We’re not here to reinvent masculinity. But we want to support it in its next chapter – one that makes space for self-care, reflection, and small daily rituals that help.
The Waitrose moment
We’ve just launched into Waitrose – and with that comes a bigger opportunity to normalise skincare as part of everyday wellness, not just a niche or trend. It’s another sign that the market and mindset are changing.
Self-care isn’t soft – it’s strategic. More men realise that taking care of themselves isn’t selfish – it’s foundational, backing their future selves.
Written by James Dashwood Chase, founder and CEO of Baz & Co. Find out more about Baz & Co here.
Want to know more about redefining men’s self care? Then discover Baz & Co on stand E23 at Natural & Organic Products Expo on 12-13th May 2025 (TRADE ONLY). Register for your free ticket here!
