Behind the Brand: PrettyBoy Simplifies Skincare Routines for Active Males With High-Performing Products

PrettyBoy is a skincare brand that offers high-performing products for guys who lead active lifestyles.

Since meeting as freshmen at Ohio State University in 2012, Ben Feys and Kevin Niehoff have been best friends and always talked about wanting to start a business together. Having both experienced various skin issues throughout their lives, both were well aware of the frustration and self-esteem issues that come along with skin struggles.

Growing up, Feys dealt with acne, which came along with dermatologist prescriptions and dry skin. Niehoff also dealt with dry skin, irritation, and frequent sunburns (both as a kid and during his time as an Ohio State National Champion football player), but it wasn’t until after college that he developed Seborrheic Dermatitis, a form of eczema.

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“After years of dermatologist visits (and turning to the women in our life with confusing 10-step skincare routines…), we couldn’t find a brand that aligned with our lifestyle,” say Feys and Niehoff. “With a million different brands targeting women, there were no brands that spoke to us or made skincare more approachable. We needed a brand that made products based on simplicity, and most importantly, with effective formulas that our dermatologist would sign off on. So we decided to build one ourselves.”

PrettyBoy is a line of high-performing skincare products for guys who lead active lifestyles that inspire them to be more confident versions of themselves. They feature dermatologist-preferred ingredients that provide simple and efficient one-step skin recovery to target top skin concerns that men face including dry and damaged skin, irritation from shaving, hyperpigmentation, and signs of aging, among others. Their debut product, Revival Recovery Gel Moisturizer, was the first male-focused moisturizer to be awarded with the Seal of Acceptance by the National Eczema Association.

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We chatted with Feys and Niehoff, who shared the inspiration behind the brand, favorite products, future plans, and more.

When was PrettyBoy founded and what’s the meaning behind the name?

After two years of developing the brand, we launched PrettyBoy in February 2022. The name was born from the stigma around men who simply like to take care of themselves. A name that was once seen as an insult to men who cared about their appearance is now the fuel behind our mission to provide men with the knowledge as well as the confidence to make better decisions around their skin, their body, and their mind.

We are proud PrettyBoys. We work out, we eat healthy, and we want to look our best. At the end of the day, being a PrettyBoy represents the idea of always striving for the best version of yourself—starting with your skin. We’re here to set a new standard in men’s skincare with education as a top priority.

Ben Feys and Kevin Niehoff.

Tell us more about your products and what makes them special.

Our goal has always been about creating multi-functional products using the safest, science-backed ingredients at levels proven to be most effective. We like to say, if an ingredient is in there for show then it's got to go. We aim to create products that can address multiple concerns and ultimately, simplify your skincare routine. After surveying hundreds of men, we learned that mens’ top skincare concerns are dry skin, fine lines and wrinkles, dark circles, and redness and irritation—along with having a product that is lightweight, non-greasy, and blends in right away. With that, our first product, Revival, was born.

Do you have a hero product?

Our hero product is our 6-in-1 Revival Recovery Gel Moisturizer. We went through years of research and development to perfect this formula. Revival is a lightweight, non-greasy gel moisturizer that instantly replenishes your skin. Suitable for sensitive skin, including those with eczema, Revival is the first male-focused moisturizer to be awarded with the Seal of Acceptance by the National Eczema Association—this is something we are incredibly proud of.

PrettyBoy Revival Recovery Gel Moisturizer ($38) hydrates skin with key ingredients that include four types of hyaluronic acid, which provide maximum hydration while helping to enhance the lipid barrier.

Where are your products sold?

You can find us on our website as well as Revolve Beauty.

What's next for the brand?

Right now, we are working on developing a couple of new products that will complete your basic dermatologist-recommended skincare routine. We are extremely excited with how these formulations are turning out and can’t wait to share. We’re just getting started!

For more information and to purchase PrettyBoy, visit the website and follow on Instagram: @yo.prettyboy

[Images courtesy of PrettyBoy]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk