Providing men with an effective, simple and more affordable approach to healthier skin.

Men’s grooming is said to be the fastest-growing market in the beauty industry as the modern man gets to grips with skincare. Life is about feeling and looking better with great products as part of that journey. Cue Lumin, the effective and affordable skincare range, formulated for men, which launched in 2018 and since then, has been taking the world by storm, with plenty of awards under its belt.



Lumin sought advice from the best skincare experts in Los Angeles and Seoul to develop premium care for the premium man.

Darwish Gani, co-founder, said, “Our approach was to create a cult-like following with products that celebrated men taking care of themselves and gave space for sharing skin concerns with their community.” This the brand has achieved, with hundreds of thousands of customers from over forty countries, embracing Lumin’s skincare management.

What's Lumin all about?



It’s a fact that more men are using skincare regularly, embracing moisturisers to face masks and everything in between. The brand has removed the fear element out of men’s skincare and it’s the customer reviews that do the talking. The range includes skin, hair and body care, each made with naturally derived ingredients.



Lumin customers can take a free trial choosing one of three sets, each tackling a particular skincare concern, with an age management set, correction trio set or classic maintenance set to choose from. This enables the customer to see the results before taking out a subscription. Once signed up, the subscription service can be paused, delayed or changed at any time.

The short questionnaire guides customers to the products that meet their skincare needs so that they can start to enjoy #YourBestLookEver.

The products can be bought on an ad hoc basis.

Lumin's USP


Lumin is all about educating their customers about the products and provides a platform where men can share their skincare issues.

The products use naturally derived, highly effective ingredients from rosemary leaf extract, rose flower oil to charcoal, which are tailored to each particular product, with formulated regimens that tackle skin issues head-on. It’s worth noting that the products smell divine and the black/grey branding is worthy of any bathroom shelf.

When applying products, it can always be a bit hit or miss with the quantity required. The Product Book allays any doubts about how much you should be dabbing on with circles to use as guidelines for the recommended usage amount for each product

What people say


Lumin has built its reputation on customer reviews who write glowingly about the products. Follow the #luminskincare on Instagram and join the conversation.

As Seen In


Lumin skincare has been featured in top publications, with Vogue, Forbes, Vanity Fair, Business Insider among them. GQ says of Lumin’s Moisturizing Balm, ‘It's a terrific option for colder temperatures or for year-round overnight recovery, as well as for people with dry or damaged skin.’

GWG loves...


Perfect as a gift for Father’s Day, birthdays, any occasion that needs celebrating or just to say ‘I love you’, these are some of our highlight products.

Great for gifting



Complete Skincare Gift Set




Or, for smaller budgets – there are other sets including the Classic Maintenance Set.

Ultra-Hydrating Moisturizing Balm



This product won GQ Best Stuff Award and it’s not a surprise, helping with dehydration, sun damage and oil regulation

Reload Exfoliating Rub



As they say, ‘Reload. Relax. Renew.’ Good for combating acne scars, aids skin damage recovery and shaving irritation.

No-Nonsense Charcoal Cleanser



This no-nonsense cleanser keeps your skin in great condition.

Dark Circle Defense



Another winner, picking up a Men’s Health Grooming Award. Panda eyes be gone with this product.

After Hours Recovery Oil



The awards keep mounting with this oil, winning GQ Best Stuff Award, this easy to apply roll-on oil keeps your skin hydrated.

Anti-Wrinkle Defense



Apply before bed, this roll-on product fights the aging process whilst your asleep.

Everyday essentials



Keratin Recovery Shampoo



Green tea helps boost hair growth and strengthens follicles with a formulation that nourishes the scalp and gives every last strand a solid foundation. You can’t say no to that.

Modern Bathroom Set



Everything you need to keep yourself looking great

Natural Mineral Deodorant



This deodorant effectively takes care of your underarm odour in a natural way. No nasties here.

Charcoal Cleansing Pore Strip



Not the most glamorous of products but as Lumin say’s it’s ‘basically a skincare torpedo that dives into the nooks and crannies of your skin to help prevent blackheads and breakouts from ever reaching the surface.’

Touchless Face Mist



Perfect when you’re on the go, this mist keeps skin hydrated and clean.

Body Scrubber



Give your body a boost at the beginning of the day or scrub away the grim at the end of the day.

The last word


It’s a fact: men are becoming more conscious of looking after their skin and Lumin has the products. We recommend you browse the full range here.

By Team GWG
June 2021

Created in partnership with Lumin

Team GWG

When we pool our expertise...

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