A consortium of influential figures from the creative industry, including songwriters and producers Max Martin and Savan Kotecha, is backing Obayaty, a groundbreaking beauty line designed specifically for men. The founders, Anna Ryott, Lajjo Strand, Pontus Frankenstein, and Martin, recognized for creating hit pop songs like Britney Spears’ “…Baby One More Time,” are set to launch a direct-to-consumer beauty line that goes beyond traditional skincare, featuring bold color cosmetics alongside skin-perfecting products.
Obayaty’s 7-piece product lineup includes eye pencils, highlighter, concealer, and more, with prices starting at $27 for nail polish. The brand is launching tomorrow with a direct-to-consumer approach, and it will also be available at Selfridges and e-tailer Voo Store. A wider rollout into Neiman Marcus is on the horizon.
Despite the potential value of the male beauty sector, estimated at $150 billion by investment firm Bernstein, no singular brand has yet claimed a dominant market share. The recent bankruptcy of men’s skincare line Disco highlights the challenges in this evolving market. Cultural attitudes toward male beauty have been slow to shift, especially in Western societies. However, Lajjo Strand, Chief Operations Officer at Obayaty, sees an opportunity to drive behavioral change, emphasizing the evolving cultural perceptions of male beauty.
Anna Ryott, also serving as Chief Executive, noted that their wholesale launch is targeted at stores deeply rooted in contemporary fashion and culture. The global rollout will focus on big, progressive cities such as Berlin, London, and New York, perceived to have a better market fit for Obayaty. While the founders are new to the beauty industry, Lajjo Strand brings digital marketing experience from H&M and Daniel Wellington, and Pontus Frankenstein has worked as a creative director for brands like Acne.
In addition to marketing exclusively to men, the team emphasizes strong design, incorporating sleek and predominantly metal aesthetics to encourage men to engage with and experiment with the products, many of which are refillable.
Backed by investors like Max Martin, Savan Kotecha, and the venture capital fund CC.VC, which focuses on climate, Obayaty aims to lower the entry threshold for men to explore beauty, fostering competence, confidence, and behavioural change.
