RAISING THE AX

AXIOM FOR MEN PUTS THE ‘CARE’ IN MEN’S SKIN CARE

MEN’S SKIN CARE HAS BECOME BIG BUSINESS. IT’S PROJECTED TO BE A $33 BILLION INDUSTRY BY 2015. IN THE PAST YEAR ALONE, SEVERAL NEW BRANDS SPECIFICALLY TARGETING GUYS HAVE POPPED ON SHELVES.

Axiom for Men is distinguishing itself from the pack by being the socially committed skincare company. When a customer buys from its unique line of cleansing, moisturizing and hair removal products for men, the company donates 5% to one of five LGBT charities.

Mike Waxman is the top man at Axiom For Men – the Max Ax, if you will. It was he who wisely chose rugby footballer Stuart Reardon, this week’s cover guy, as the face and body of the brand, proving he obviously knows what he’s doing

How did you go from stock broker to head of a skin care line?
Waxman: I was working in a high-stress job and had a heart attack. After going through such a major healths care, I was no longer solely motivated at the thought of making money. I wanted to create something that would positively impact people’s lives. Axiom For Men is about helping men look and feel great about themselves from the inside and out.

Are men’s skin care needs different from women’s?
Testosterone makes men’s skin oilier and gives rise to a series of skin conditions including blemishes, acne, large poresand ingrown hair. Also, daily shaving weakens our skin’s natural protective system. It’s important men use skin care that is speciffcally tailored to our needs. Most products sold in drugstores are designed for women.

Are men ready to spend $18 on shave cream?
It’s like asking someone who wants to get drunk what they want to drink. You can get the job done with a $2 bottle of wine, but the act of getting drunk will be much more enjoyable and less painful the next day with a higher-quality wine.

Does Barbisol work?
Yes.But it has a higher risk of nicksand cuts and ingrown hairs upon re growth. There is a real difference between products, and that is reffected in the price.

How is Axiom For Men’s hair removal different from Nair or Nads?
I once tried Nads on my shoulders, and I practically saw bone when I ripped
the first strip off. It is far from gentle and not at all suited for the pubic area.Our hair removal cream, when used with our Pearlized Cleansing Gel, can be used on the most manly of parts, including pubic areas.

Whose idea was it to donate 5% of proceeds toLGBT causes?
From the beginning, we wanted to be the brand that represents being kind to others. Ours is a dual purpose: to create products people want and need, with the larger aim of giving back to organizations that are making a difference in their communities. Our products are vehicles to advance our humanitarian causes. If they are not good, we won’t be sustainable. Therefore, it behooves us to offer the best products possible.

How do you choose the organizations you donate to?
The five causes we have aligned with are doing important work and truly effecting change: from fighting for benefits for LGBT military spouses to helping prevent teen suicides to changing the locker room culture. We let the customer decide which cause they want to donate to.

It’s your choice! Choose the charity you want your donation to support.
•The American Military Partner Association ,supporting LGBT military families.
•Athlete Ally, advocating for equal rights in sports.
•Family Equality Council, representing LGBT parents and their children.
•The National Center for Transgender Equality, devoted to ending discrimination and violence against transgender people.
•The Trevor Project, providing crisis and suicideprevention services for LGBT youth