NuNorm is revolutionizing the world of men’s grooming with award-winning products designed to empower men, embrace self-expression, and break societal stigmas around masculinity.
In a world where grooming was once largely considered the domain of women, a movement is quietly reshaping what it means for men to care for their skin. This movement, led by NuNorm, is not just about products,it’s about rewriting the narrative around masculinity and self-care. The story of NuNorm begins with a simple yet profound realization from founder Jeff Lau, whose son Quincy inspired a journey of fearless self-expression that would challenge long-standing beauty norms.
The Birth of NuNorm: Redefining Masculinity in the Grooming Industry
NuNorm began with a vision: to build a grooming brand that speaks to men, designed for their specific skin needs, and speaks to their own unique self-care. Jeff Lau was inspired by seeing his son, Quincy, express himself freely with makeup. Despite being an unconventional choice for young men, Quincy’s fearlessness in using nail polish and concealer made Jeff realize that there was a vast gap in the market. The skincare and grooming products available for men at that time felt outdated and were often formulated with little regard for the nuances of men’s skin, needs, and desires.
The realization that a grooming brand specifically designed for men’s concerns didn’t exist propelled Jeff to create NuNorm,a brand that stands for more than just skincare, but also the empowerment of men to embrace their true selves. NuNorm would not just be a cosmetics brand; it would become a movement that redefines masculinity.
Breaking Down the Barriers: Challenges and Breakthroughs
From the outset, NuNorm faced many challenges, not least the stigma that men couldn’t,or shouldn’t,wear makeup. In many cultures, grooming for men was traditionally seen as a non-essential luxury, not something designed to boost confidence or address specific skin issues. Yet, Jeff and his team were determined to challenge these outdated perceptions.
The NuNorm team set out to create a line of products that were not only effective but also inclusive, offering easy-to-use solutions for skin problems like oiliness, larger pores, and patchy facial hair. The result? Products that truly work for men’s skin, with clinical results showing over 90% satisfaction in hydration, shine control, and overall ease of use. NuNorm didn’t just address a gap in the market; they completely transformed how grooming products could serve men.
With this breakthrough, NuNorm didn’t stop at product creation. They introduced the AI/AR Shade Finder Tool, an innovation that uses technology to guide men through the online shopping process with unprecedented accuracy. This tool increased site engagement by 40%, enabling men to confidently select shades and tones tailored to their skin, without the intimidating experience of wandering through the aisles of a traditional store. By making the purchasing process seamless, NuNorm empowered men to invest in grooming without hesitation.
NuNorm’s Commitment to Sustainability and Mental Health
As NuNorm gained traction, Jeff knew that his company had to be about more than just products,it had to be about impact. Sustainability and giving back were integral to NuNorm’s mission. Today, NuNorm’s packaging is made with FSC materials, PCR plastics, biodegradable wipes, and even recycled leather travel bags, all part of their pledge to reduce their environmental footprint.
But it doesn’t stop there. NuNorm is deeply committed to improving men’s mental health, with 2% of profits donated to men’s mental health organizations. This commitment reflects the brand’s ethos,nuanced, thoughtful, and inclusive, with a focus on providing men the resources they need to thrive emotionally, mentally, and physically.
What Makes NuNorm Different?
In a sea of men’s grooming brands, NuNorm stands out for its commitment to making products specifically designed for men’s skin. Unlike many of the traditional beauty brands that create products for women first and hope men will adapt, NuNorm flips the script. Everything from formulation to testing is centered around men’s skin issues. The result? Highly effective products that cater to men’s specific needs and are proven to work.
One of the biggest differentiators for NuNorm is its clinical success and feedback from users. Their products, including the Esquire Award-winning Quick Cover Stick and AskMen Award-winning Brow Rescue Pencil, are tested with men’s skin in mind. Whether it’s their Shine Eraser or the Quick Cover Stick, NuNorm makes grooming easy, effective, and empowering for all men, regardless of background or experience.
Jeff encapsulates the brand’s philosophy best: “Regardless of gender, we want to change the outdated perception that grooming is exclusively for women and help men feel empowered with high-quality makeup products catered to them.”
In an industry long dominated by products marketed toward women, NuNorm is creating a new standard,a world where men can express themselves without the stigma, shame, or fear that often comes with traditional beauty culture. And in doing so, they’re not just creating products; they’re fostering a community.
NuNorm’s Vision for the Future
Looking ahead, Jeff’s vision for NuNorm is ambitious but simple: he wants to see a world where men no longer need to feel alienated by the beauty aisle. He hopes that 20 years from now, it won’t just be NuNorm leading the charge, but many more brands that cater to men’s specific grooming needs. “I think it’s very important that people understand that NuNorm is not women’s makeup rebranded for men,” Jeff says. “What we really want to convey to men is that this is product specifically designed. It’s been reformulated many times because we wanted the perfect formula with the right ingredients that address men’s very specific skin issues.”
NuNorm’s journey has only just begun, but it is clear that their commitment to product innovation, sustainability, and mental health advocacy is making a profound impact. Through this brand, Jeff Lau and his team are setting a new standard for what it means to be a man in today’s world,a man who takes pride in his self-care, his skin, and his confidence.
Empower Your Confidence with NuNorm
Ready to join the grooming revolution? Explore NuNorm’s award-winning products and see how the brand is transforming the way men care for themselves. Whether you’re new to grooming or looking to elevate your routine, NuNorm offers everything you need to feel your best. Visit NuNorm today to begin your journey toward confidence and self-expression.
