Following Ali Bin Ali Beauty’s unique brand selection, this month we spoke to Clare Castles, Founder and Director of the Australian brand VITAMAN. She sheds light on men’s skincare and well-being – something yet to be further explored and understood.
OHLALA – VITAMAN is a pioneering brand in the men’s grooming space. What compelled you to create a dedicated men’s skincare line?
Clare Castles – I previously owned a hairdressing salon in Sydney and was often contracted to do corporate grooming lectures for companies. While training new recruits, I had nothing to recommend for men and realised there was a clear gap in the market, as their skin concerns were not being properly addressed. I began planning a natural, antioxidant-based product range. After two years of research, I launched VITAMAN in 1999: the first e-commerce grooming site for men in Australia, featuring nine all-natural skincare products made with Indigenous ingredients. It was both exciting and challenging to launch at a time when many men didn’t yet see skincare as essential.
OHLALA – Men’s skincare has evolved significantly in recent years. What has changed in how modern men approach skin health and grooming?
Clare – Men’s skincare has evolved from basic grooming to a considered investment focussed on long-term wellness, everyday confidence and performance. Modern men increasingly understand that taking care of their skin isn’t just cosmetic; it contributes to a positive first impression. Today’s male consumer is more educated and expects functional formulas that support skin resilience and anti-ageing. Skincare is no longer perceived as an indulgence but as essential preventative maintenance. For modern men, skincare isn’t about layering on product after product; it’s about using the right, most effective products consistently.
OHLALA – VITAMAN originates in Australia. How does this heritage influence the brand’s philosophy and formulations?
Clare – Australia is home to one of the harshest yet most diverse environments on Earth. VITAMAN products are made with natural ingredients that have naturally stood the test of time under these conditions and are formulated to help men’s skin withstand anything that comes its way. Our philosophy has been shaped by Australian biodiversity and native botanicals used by First Nations people (Aboriginal and Torres Strait Islander, the original inhabitants of the continent) for centuries, rich in vitamins and antioxidants that help protect and rebalance the skin. We formulate with purpose and prioritise real, proven efficacy over ingredient trends or other marketing gimmicks. In other words, we have developed results-focussed skincare that actually works – and also just so happens to look great on a retail shelf, medicine cabinet or bathroom countertop, too.
OHLALA – Male skin behaves very differently to female skin. What are the key biological differences VITAMAN addresses? Can you explain VITAMAN’s holistic approach that goes beyond skincare?
Clare – Men’s skin is biologically different from female skin: it’s about 25% thicker, produces more sebum, has denser collagen and larger pores, making it more prone to oiliness, congestion, inflammation and post-shave sensitivity. VITAMAN formulations are designed to balance oil production, strengthen the skin’s moisture barrier and support long-term skin health. This philosophy extends beyond skincare, as healthy skin is connected to circulation, stress levels and overal
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