Obayaty: The Bold Entry into the Male Beauty Market

5 December 2023

A consortium of industry heavyweights, including Max Martin and Savan Kotecha, back Obayaty, a new beauty line specifically designed for men.

In a groundbreaking move, a consortium of renowned creative industry figures, led by songwriters and producers Max Martin and Savan Kotecha, has thrown their weight behind Obayaty, a new beauty line targeting men. Unlike traditional male-focused skincare brands, Obayaty offers a range of color cosmetics alongside skin-perfecting products. With a direct-to-consumer launch and partnerships with Selfridges and e-tailer Voo Store, Obayaty aims to challenge the status quo and tap into the untapped potential of the male beauty market.

A New Approach to Male Beauty

Obayaty’s founders, Anna Ryott, Lajjo Strand, Pontus Frankenstein, and Max Martin, are determined to revolutionize the male beauty industry. Breaking away from the conventional skincare offerings, Obayaty introduces bold shades of color cosmetics, eye pencils, highlighters, and concealers. The brand’s product lineup, consisting of seven carefully curated items, is set to launch tomorrow, with prices starting at $27 for nail polish. A wider rollout into Neiman Marcus is also in the pipeline, indicating the brand’s ambition to capture a significant market share.

Overcoming Challenges in the Male Beauty Market

While the male beauty sector has been estimated to be worth $150 billion, no single brand has managed to dominate the market. Last month, the men’s skincare line Disco filed for bankruptcy, highlighting the challenges faced by male-focused beauty brands. Western men, in particular, have been slow to adopt new grooming practices. However, Lajjo Strand, Obayaty’s COO, believes that cultural attitudes towards male beauty have evolved, presenting an opportunity for behavioral change.

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Strand reflects on the change in mindset, saying, “My father would say to me as a child, ‘be a man.’ I have three sons. I can’t say that to them, I say, ‘Be you.'” This shift in perspective is indicative of a broader societal change, which Obayaty aims to capitalize on.

Targeted Launch Strategy

Obayaty’s CEO, Anna Ryott, emphasizes that the wholesale launch of the brand is strategically focused on stores deeply rooted in contemporary fashion and culture. By choosing a global rollout with an emphasis on “big, progressive” cities like Berlin, London, and New York, Obayaty aims to tap into markets that align closely with its brand identity. The founders, although new to the beauty industry, bring valuable experience to the table. Lajjo Strand’s digital marketing expertise gained from his time at H&M and Daniel Wellington, combined with Pontus Frankenstein’s creative direction background, positions Obayaty for success.

Design and Refillable Products

In addition to marketing solely to men, Obayaty places a strong emphasis on design to entice men to engage with and experiment with their products. The sleek, predominantly metal packaging is not only visually appealing but also encourages men to touch and explore the products. Furthermore, Obayaty’s commitment to sustainability is evident in its focus on refillable products, aligning with the growing consumer demand for eco-friendly options.

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Investor Support and Climate Focus

Obayaty has garnered support from a range of investors, including industry veterans Max Martin and Savan Kotecha, as well as the venture capital fund CC.VC, which prioritizes climate-focused investments. Pontus Frankenstein believes that by lowering the threshold for men to enter the beauty market and encouraging exploration, Obayaty can build competence, confidence, and ultimately drive behavior change.


Obayaty’s entry into the male beauty market represents a significant milestone in challenging traditional gender norms and embracing inclusivity. With the backing of industry heavyweights and a unique product lineup, the brand is poised to make a lasting impact. By targeting progressive cities and emphasizing design and sustainability, Obayaty is well-positioned to capture the attention of men who are open to embracing beauty as an expression of self. As the male beauty industry continues to evolve, Obayaty’s bold approach may pave the way for a new era of male grooming and self-expression.

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