MASC - next-generation men’s skincare in Vancouver

We opened our store in 2007 after my business partner and I recognized that it was hard to find an assortment of men’s products/brands in one location. We would find ourselves going into a women’s store and finding one shelf of men’s products. We wanted to create an environment specifically for men, with a large selection of products, where they would feel comfortable knowing all the products were options for them, and that they could ask questions and get expert advice on which would be best for their specific needs.

On the surface level, MASC is partially an abbreviation for the word ‘masculine’ in reference to offering an assortment of male-specific grooming products such as shaving cream and beard oils. However, beyond that, MASC is also a play on the word ‘mask’. In life, we want to put our best face (or mask) forward. It all starts with knowing that you deserve the best in life and that by taking care of yourself, you are telling yourself and the world that you are worthy: Look good. Feel great.

Customers keep coming back for their essentials and their favourites. Some popular essentials include face wash, moisturizer, scrub, under-eye gel, and deodorant and hair products. Many also find their favourite fragrance, toothpaste or candle at our store. Brands that are flying off the shelves include Menscience, (MALIN+GOETZ) and Jack Black. With so much to choose from – it’s like a candy store for men, as our customers often put it.

There are exponentially more brands available to men these days, and these men’s brands are giving more credit to what a man is looking for. I think initially, brands thought the products had to smell manly and have a super macho sounding name – but for the most part, that is not important to men. Men want quality products that work well and are willing to expand on and upgrade their routine with the aim to look and feel their best. Also, a decade ago, beards were not as prominent among men as they are today, so there are many products and brands that reflect that.

We have always kept a pulse on the industry, quick to make changes and evolve as our customers and changing their changing demands do. We are always bringing in new brands and products, but we are very selective because we know our customers well and understand what they would or wouldn’t like. We’ve also evolved with social media and the increase in online shopping as well.

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