Men’s skincare is experiencing a new season. It is no longer just a matter of aesthetics, but a daily gesture that speaks of well-being, awareness, and self-care. Yet, for many men, taking care of their skin still seems complicated: too many products, too many promises, increasingly elaborate routines.
From this observation comes, an Italian brand that has chosen to take the opposite path: removing the superfluous to restore centrality to the essential. Formulas studied on the physiology of male skin, research made in Italy, and an approach that puts knowledge on the same level as the product.
Behind the project are Emanuela Caminiti, founder & CEO, and Francesco Di Geso, founder & president, life and work partners, who have transformed complementary professional experiences into a brand with a precise identity. We met them to retrace the birth of HBSKN, talk about entrepreneurship, innovation, and a new idea of male well-being.
Every enterprise starts with a question. What was the one that sparked HBSKN?
The question came almost by chance, upon Francesco’s return to Italy after eight years in Asia. There, skincare is part of the daily routine for men and women, without particular cultural labels. Coming back here, we realized that there was a lack of a brand truly designed for the skin and habits of contemporary men. Many products were simply adapted from unisex or women’s lines, or spoke to men in a language full of stereotypes. From there, we asked ourselves: why should someone who wants to take care of their skin have to choose from products that do not represent them? HBSKN was born to meet this need: to make skincare simple to follow, effective, and compatible with real life. More than creating a line of cosmetics, we wanted to contribute to changing the way men approach the care of their skin.
You met at Bocconi University. How much of your personal story do you see reflected in the brand today?
A lot. We met at nineteen and since then we have shared a long journey of life and professional growth. Francesco worked in technological innovation and the development of new business models. The years spent in Asia allowed him to learn about a much more advanced skincare culture, realizing that there was still a lot to build in Italy. Emanuela, on the other hand, built her experience in branding and communication, helping companies and startups define their positioning and create authentic relationships with the public. When the idea of HBSKN was born, it was natural to combine our skills. Today the brand is the synthesis of our professional paths, but above all of the trust and complicity built over the years. In a way, HBSKN was already present in our story long before it had a name.
HBSKN often talks about simplicity. But how much work is behind something that should seem simple?
It is probably the most complex part of the project. In a market full of products, trendy ingredients, and increasingly elaborate routines, we chose to do the opposite: remove everything that was not truly essential. Behind this apparent simplicity, there was a long research process with our laboratories and dermatologists, who have been developing high-performance cosmetic formulations for over 17 years. Each product was designed to meet a specific need, avoiding unnecessary overlaps and complications. For us, a routine only works if people can follow it every day. If a product is pleasant to use, absorbs quickly, and integrates into daily life, then it can become a habit. Simplicity is the result of a great invisible work.
You talk about “skin engineering.” It’s an unusual expression: what does it say about your approach to research?
It tells that we start from the physiology of the skin, not from trends. Male skin has specific characteristics: it is generally thicker, produces more sebum, is subjected to the stress of shaving, and is often cared for discontinuously. For this reason, each formulation arises from a specific need and not from the ingredient of the moment. Trends change quickly; the biology of the skin much less. We prefer to design products intended to work over time rather than chase the seasonal trend. For us, true innovation is building intelligent formulas that truly improve people’s daily lives.
Before being a skincare brand, HBSKN seems to want to build a new culture of self-care. Is this your biggest challenge?
Yes, it is probably the most important challenge. More and more men are realizing that taking care of their skin does not mean being vain, but having attention to their well-being. However, there are still cultural remnants that make this gesture something to justify. We want to normalize it. Skincare should be perceived as brushing teeth or doing physical activity: a simple, daily, and natural habit. We believe that a brand today also has a cultural responsibility. It can help change the way people talk about themselves and their well-being, offering tools and knowledge, not just products.
You have invested a lot in education, with tools like Skin Protocol and The Skin Edit. Why this choice?
Because an informed consumer makes better choices. Skincare is a sector that often generates confusion. We wanted to do the opposite: help people truly understand their skin and build a simple and effective routine. This is why HBSKN is not just a line of products. With Skin Protocol, we guide users in choosing the most suitable routine, while The Skin Edit spreads content based on scientific research, explained clearly and accessibly. When a person understands why to use a product and what results to expect, a much stronger trust relationship is born. For us, this is true innovation.
In a fast-paced market, you have chosen to slow down. What was the most difficult sacrifice?
Giving up shortcuts. We could have quickly expanded the range or chased the trends of the moment, but we would have risked losing our identity. We preferred to invest in research, the quality of formulations, and the construction of a credible brand, even if it meant growing more slowly. In a market that rewards speed, we chose consistency. It is a longer road, but we are convinced that it is the only one capable of building trust over time.
Made in Italy, research, sustainability. Today these words risk becoming slogans. What do they really mean to you?
They mean making conscious choices every day. We decided to develop and produce HBSKN entirely in Italy because we believe in the quality of Italian cosmetic research and in the value of the supply chain. Being Made in Italy, for us, is not a label to show off, but a commitment to excellence. The same goes for sustainability. Essential packaging, waste reduction, and collaboration with Treedom are part of a broader vision: building a responsible company, capable of creating value not only through products, but also through how they are made.
In ten years, when someone tells the story of HBSKN, what do you hope will be the first thing they say?
We would like them to say that HBSKN has helped change the way men approach skincare. If a twenty-year-old and a sixty-year-old consider it natural to dedicate a few minutes to caring for their skin, without feeling judged or out of place, then we will have achieved our goal. Success, for us, is not only measured in business growth, but in the ability to leave a cultural change. If we have managed to make self-care a simple, daily, and conscious gesture, then we have built something that goes far beyond a brand.
