Men’s Grooming at Its Prime with Ali Bin Ali Beauty

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 overall well-being. That’s why the VITAMAN range includes body care, scalp and hair health and recovery products for active lifestyles. Essential oils used across the range are also selected to promote relaxation and support overall well-being. We want to play a daily role in helping men perform better, recover faster, manage stress and feel confident in their own skin – whether they’re training hard, working long hours or simply investing in long-term health.

OHLALA – Shaving remains one of the most aggressive daily stressors on male skin. How does VITAMAN approach post-shave and chronic irritation?
Clare – At VITAMAN, we approach shaving as a daily ritual rather than a burdensome task. Shaving is inherently aggressive on the skin, but with the right preparation and protection, it can become manageable. Our post-shave formulations focus on calming inflammation and restoring balance using anti-inflammatory actives and repairing botanicals. These ingredients reduce redness and chronic irritation, soothe sensitivity, support skin recovery and make it more resilient to repeated shaving. Beyond surface comfort, VITAMAN prioritises micro-barrier support. By reinforcing the skin’s natural protective function, our products help reduce chronic irritation over time, thereby making the skin more resilient to repeated shaving and environmental stress. The result is a mix of daily relief and long-term improvement: skin that becomes calmer, stronger and more resilient with every shave.

OHLALA – VITAMAN is a ‘spa-grade’ collection that bridges the gap between professional treatments and at-home care. What does that mean for the end user and how do you define and measure results?
Clare – For VITAMAN, ‘spa-grade’ reflects our foundation in professional spa experiences. Our formulations are shaped by over 26 years of treatment expertise and use professional-level concentrations of active ingredients that deliver measurable results. Every formula follows clear treatment logic, supporting the skin before, during and after exposure to environmental stress. This approach naturally extends into at-home care. We view skincare as a long-term investment in skin health, with products designed to reinforce the skin barrier, maintain balance and prolong the benefits of professional treatments. Post-facial recovery is a critical phase, and our formulations help calm, replenish and stabilise the skin, allowing users to maintain consistent, spa-quality results at home.

OHLALA – The Gulf climate is uniquely demanding. How do VITAMAN products respond to heat, humidity, pollution and indoor air conditioning? Why is the Gulf market particularly well-suited to a brand like VITAMAN?
Clare – The Gulf environment constantly stresses the skin barrier. Heat and humidity increase oil production, while air conditioning and pollution lead to dehydration and inflammation. VITAMAN products strengthen the skin’s barrier, restore the oil-water balance and help keep the skin calm, hydrated and resilient. The region is well-suited to a brand like VITAMAN because grooming is culturally valued and consumers actively invest in premium skincare. Well-groomed men in the region actively invest in premium skincare and haircare, as personal presentation is seen as a marker of confidence, success and self-respect.

OHLALA – What does the future of men’s skincare and wellness look like in the region and how does VITAMAN fit into that evolution?
Clare – In the Middle East, men’s skincare is shifting from grooming to performance-led wellness. Men are adopting routine-based care and seeking specialised, high-quality products. VITAMAN fits into this evolution through a ‘whole man’ approach that covers skin, scalp and body, adapted to demanding climates and active lifestyles. It’s about creating a daily practice that supports resilience, consistency and well-being. The brands that ultimately win in this market are those that help men feel grounded and capable in their own skin, offering male consumers a modern wellness and well-being ritual that’s equal parts confidence, cultural awareness and longevity.

OHLALA – VITAMAN is being reintroduced exclusively through Ali Bin Ali Beauty. Can you tell us more about this partnership?
Clare – We’re excited to reintroduce VITAMAN exclusively through Ali Bin Ali Beauty, a partner that shares our commitment to quality, premium grooming and an exceptional customer experience. Their understanding of the regional market and experience with prestige brands make them a natural fit. This partnership allows us to relaunch the brand with a focussed approach, ensuring strong retail execution and a long-term presence while connecting with a new generation of customers in the region.

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