If you're a lad and you live on the Land of the Long White Cloud, there's a chance you've probably stumbled across a brand called Two Dudes on social media.
The skincare line has gained a cult following on the likes of Instagram for its tongue-in-cheek approach to marketing and dogged determination to get dudes looking after their faces - all backed up by a mission to support men's mental health initiatives in Aotearoa.
Founded by Tom Tappin (Dude One) and Mike McRae (Dude Two), who met while studying law, the brand was born when the pair began living and working together in Singapore. During this time both Tom and Mike discovered how much the simple act of using good skincare made a difference to their self-confidence, sparking an interest in creating products designed for men, by men.
Since then, Two Dudes has grown to include a range of bathroom products for blokes across Aotearoa. Focusing on the face, hair and body, the products are formulated with natural ingredients, and to make it even more simple, blokes can select a kitset - which features a curated routine all ready to go - that is delivered monthly to their door.
Despite starting off on social media, Two Dudes is now trialling a transition into the supermarkets for a shot at reaching more blokes' bathrooms over the summer. Despite being up against the international big boys already on the shelves, the founders are confident their simple, uncomplicated products will get more Kiwi geezers cleansing, exfoliating and moisturising.
"If this trial is successful we can hopefully enter more supermarket shelves, which would massively grow our men's health impact and allow us to make the same products our dudes love for less," McRae - AKA, Dude Two - told Newshub.
And the men are on a mission. As well as promoting good hygiene with effective products (no more three-in-ones, please), the brand is aiming to better the lives of every dude in Aotearoa by encouraging men to take care of themselves. While skincare can teach dudes how to look after themselves physically, a simple self-care routine can also offer benefits mentally; taking some time each day to yourself can work wonders for mental health.
Plus, a skincare routine will make you even more attractive to your missus - trust me.
To back up their focus on promoting self-care among men, Two Dudes has partnered with a number of men's health organisations to which they donate 10 percent of their profits, such as the New Zealand Men's Health Trust and Fix Up Look Sharp, a non-profit charity that aims to give Auckland male-identified tāngata a fresh perspective through personal styling.
And the ethos behind the brand has proved popular among punters, with Two Dudes recently awarded Best New Brand, Best Social Enterprise and Best Moisturiser at the Men's Product Awards 2022.
"Seeing it already on shelves next to the big multinational brands is huge for us. We're a local brand that has grown over the past two years through a mission to improve the health of every Kiwi man, and by having an awesome group of dudes get behind what we're trying to do in New Zealand," McRae added.
To celebrate Two Dudes's official launch into select New World and Fresh Choice stores nationwide, the brand's loyal legion of dudes and dudettes were asked to go and ransack the shelves. And ransack they did: social media was awash with men and women alike stocking up on the products and taking selfies in store.
Raelene Robinson, from New World Northwood in Christchurch, was also a fan: "We sold out of all their face wash in the first weekend. It was great."
"The support from our community really blew us away. Opening the inbox Monday morning to see a bunch of reorders from supermarket customers selling out was an incredible feeling," McRae said.
The full list of stockists can be found on the Two Dudes website.
