A new generation of beauty luxury brands is rising, led by visionary founders all under 35, each crafting unique experiences in grooming, skincare, and scent. Meet Anforh, Milace, and BDK’s, three brands born from passion, innovation, and a desire to elevate everyday rituals.
Anforh: Real Solutions for Real Hair
From Edinburgh, Robin James, founder of the men’s grooming platform Man For Himself, brings an unmatched depth of expertise and community insight to his haircare line, Anforh. After more than a decade of testing hundreds of products on himself and gathering feedback from over 55,000 men, Robin launched Anforh to solve real male hair challenges—fine, thinning hair, and the quest for natural texture and volume. His three flagship products—the Texture Volume Spray, Texture Shampoo, and Conditioning Treatment—are designed to simplify and elevate men’s grooming routines. “I am my own target market,” Robin says, “and I wanted something that worked for real hair, with natural movement and no heavy residue.”
Sustainably formulated and manufactured in the UK, Anforh blends premium ingredients and essential oils in undiluted, long-lasting formulas, packaged thoughtfully in UV-protective blue glass bottles. The range offers versatility, working alone or alongside existing products, allowing men to achieve fuller, healthier hair with ease and confidence. Early adopters have called the Texture Volume Spray “life-changing,” praising how it streamlines styling while boosting fullness and vitality.
For more information: www.anforh.com ; @anforh
Milace: Haute Couture Skincare Powered by Saffron
In Milan, Milace elevates skincare to haute couture status with its AntiAge Serum, powered by ZAFFRAN ULTRA-TECHNOLOGY®. This luxurious serum combines the potent actives of Italian saffron to deeply lift, illuminate, and rejuvenate skin, wrapped in a captivating fragrance journey from mimosa to patchouli. Founders Andrea and Simone find inspiration in “the details and the simplest gestures,” creating a beauty ritual that feels essential, pure, and lasting. Andrea shares, “Every day I remind myself that true beauty is born in the details and the simplest gestures. It is there that I find my inspiration.” Their serum is described as “a concentrate of vitality and youth… with a wild touch of mysticism.”
For more information: www.milace.com ; @milacebeauty
BDK Parfums: An Urban Elixir of Mystery
Meanwhile, in Paris, BDK Parfums, launched by David Benedek, offers Gris Charnel—a fragrance crafted by Mathilde Bijaoui that captures the romance of shadow and light. The scent opens with notes of fig, black tea, and cardamom, moves to a heart of velvety iris and bourbon vetiver, and finishes in a warm embrace of sandalwood and amber. Mathilde describes it as “an urban elixir, a seductive filter for skin bathed in infinite greys,” a bold and haunting scent evoking intimacy and mystery.
For more information: www.bdkparfums.com ; @bdkparfumsparis
Though different in focus, Anforh, Milace, and BDK’s Gris Charnel share a commitment to craftsmanship, authenticity, and innovation, driven by young founders shaping luxury for a new generation.
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