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Who better than the perpetually ageless Rob Lowe to launch a men’s skincare line? The “Parks And Recreation” star is now 51 but looks barely older than his Brat Pack days in the early ’80s.

Lowe’s skincare line, Profile, will launch online at Profile4men.com this week and in Nordstrom this fall. Lowe spent six years formulating the products, writes WWD.

“My goal, number one above all, was no bullsh-t,” Lowe said. “Provable results, ingredients that actually work as opposed to sexy-sounding sales gimmicks – it needed to be easy and hassle-free. That was the mission statement. I then built the products which best fit that.

“The thing I really want people to understand is that I built this line from the ground up,” he said. “I’m not the celebrity endorser, I’m not the face of the product. I’m the developer of it. I have an entrepreneurial spirit.”

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The result? Five antiaging products – a cleanser, a shave gel, an aftershave serum, a moisturizer and a rollerball eye serum – ranging from $24.50 to $59.50.

Lowe plans to expand the line in the future: he’ll launch two fragrances for Christmas, is working on a “one and done” hairstyling product and plans to create a moisturizer with strong sun protection.

“This is not a repackaged women’s line with macho print,” Lowe said. “This is formulated specifically for men’s skin, which is up to 30 percent thicker than women’s skin.”

 

This article was originally published on Fashion & Style. 

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