Ilkeston-born accountant Sam Gent has swapped spreadsheets for serums with the launch of his new skincare brand, GENT Skincare For Men.
At 30, Sam is on a mission to make skincare simple and accessible for men.
Raised in Cotmanhay and now living in Giltbrook, he’s passionate about breaking down barriers that have traditionally kept men away from skincare routines.
Sam says: “GENT’s mission is simple. We want to get men washing their face and looking after their skin. Our three-step routine is quick, simple, and designed to be the perfect introduction to skincare.”
Though an accountant by trade, Sam spent three years working with The INKEY List, a fast-growing, start-up skincare brand. During this time, he collaborated with formulators, regulators, and industry experts, gaining first-hand insight into the world of skincare.
“The founders of INKEY (Mark and Colette) are hugely inspirational. Their entrepreneurial energy rubbed off on me and made me want to take the leap into launching my own brand,” he says.
And despite how many skincare products exist, Sam believes there’s still a clear gap when it comes to those for men.
“Most men know they should wash their face, but many don’t know where to start. Times are changing, and habits are shifting, so I want to make that first step into skincare simple, effective, and accessible.”
Nottingham’s strong reputation in the beauty and skincare industry played a key role in the development of GENT, and has been built with the help of local talent.
“Nottingham is a hub for skincare expertise – it’s no coincidence that Boots’ head office is here.” Sam explained. “I worked with local skincare consultants to develop the formulas, local designers to build the brand, and the products are manufactured in the UK, which is increasingly rare in this industry.
“It’s something I’m really proud of. For me, GENT is a local brand through and through.”
Sam is keen to remind men that it’s never too late to start a routine.
“You’ll see a difference within a couple of weeks, and your skin will feel smoother straight away. For men who work outdoors or exercise a lot, this routine is especially effective, as it clears sweat and dirt while protecting the skin from the elements.”
To celebrate the launch, GENT will be hosting an event at Bosk in Ilkeston on Saturday 15th November, from 2–4pm. Attendees will be able to try the products, purchase them on the day, and enjoy a bespoke menu of cocktails created by Bosk for the occasion.
All are welcome to attend the event at the premises in the old Coop building, 2 South Street, Ilkeston DE7 5QE.
