Montpellier: a new brand of men's cosmetics made in the South of France

The start-up “Les Gars du Sud” offers a range of inclusive cosmetic products. DR – DR

Three young Montpellier entrepreneurs are embarking on the adventure of men's cosmetics with their brand “Les gars du Sud”. Their challenge: to offer solid, natural and inclusive products, while highlighting Mediterranean know-how and the art of living.

It was based on their own experience that Benjamin Sureau, Mathieu and Maëva had the idea to create this cosmetics brand dedicated to men, called “Le Gars du Sud”, in reference to its origins. "There are more and more men who take care of their skin. And yet, there are still few brands truly dedicated to men" explains Benjamin Sureau, one of the co-founders.

The start-up focuses on solid products, an ecological and practical choice. "The advantage of solid is better for the planet. It's lighter to transport. A truckload of solid shower gel is the equivalent of 4 to 5 trucksloads of bottled shower gel”, underlines Benjamin Sureau.

Another particularity is that the company has chosen to work exclusively with suppliers from the south of France. “We want to highlight a truly local identity. All our suppliers are exclusively in the south of France”, explains the co-founder. The perfumes are developed in Grasse, the products manufactured in Aix-en-Provence, and the packaging designed between Aix and Montélimar.

Three products already on sale

For its launch, the brand is offering three products: an all-in-one shower gel, a deodorant and a facial moisturizer, all in solid format. “We have formulated a solid shampoo shower gel that is suitable for the body, face and hair. For the price of one product, you have three products inside”, explains Benjamin Sureau.

“Les gars du Sud” wants to be an inclusive brand, aimed at men but without excluding women. “We are convinced that our brand, whether through the design of the packaging or even the perfumes we have chosen, can speak to both men and women” affirms the co-founder.

To finance its launch, the start-up is counting on a crowdfunding campaign that will begin on September 18 on the Ulule platform. “The goal will be to make at least 500 pre-sales. Now our ambition is to exceed this objective as much as possible,” says Benjamin Sureau.