WHY WE DO WHAT WE DO
Solve our own problems
Using 10-step skincare for 10 years, thanks to bad genetics. We built the fix we wished existed.
Empower the ambitious
We're here to help driven men look sharp, feel unstoppable, and build a community that's got their back.
Built from first principles.
Skincare was never meant to be complicated. The industry convinced everyone that healthy skin needs five bottles and ten steps. We cut through that noise and build from first-principles thinking — every active at clinically effective concentrations, every claim backed by science, nothing hidden behind 'proprietary blends.'
Question every assumption
The 10-step routine isn't science — it's convention, and a sales model. "That's how skincare works" is reasoning by tradition. We threw the playbook out and started from zero.
Reduce to what's true
Strip away the marketing and skincare is just a handful of actives doing specific jobs at specific doses. That's the irreducible truth — everything else is packaging and habit.
Rebuild from the truth up
From there the answer was obvious: the proven actives, at clinical concentrations, in one product. Not because it's how it's done — because it's what the biology demands. 10 actives, 20.2% total, one step.
Test against reality, not opinion
Every choice is validated against published research, not industry habit or trends. If the science doesn't back it, it doesn't go in the bottle — no matter how well it sells.
What we stand for.
Selfless ambition
We hustle hard, but never forget to be kind. Making a difference matters as much as the bottom line.
Take ownership
We face reality head-on — celebrate the wins, own the setbacks, keep improving, and know you're the one calling the shots.
Brutal honesty
We cut the fluff and tell it like it is — about our products, ourselves, and what it takes to level up.
I came from a background where McDonald's was seen as a luxury.
Started hustling at 14 — scrubbing toilets, washing dishes. Whatever it took to keep up with the cool kids.
Somewhere between late nights gaming and nailing skateboard tricks, I lost track of school. The 'you're wasting your potential' talk got old, real fast. So I made a choice and busted my a** for degrees while serving the army.
At 27, I was handed the keys to help a sinking company. Everyone thought I was mad and unqualified. Two years later — profitable. Turns out, proving doubters wrong felt damn good.
At 29, venture capital was a whole new level: Ivy League degrees, accomplished people, and that voice whispering, 'you don't belong here.' But that fueled me. Hundreds of books, nights grinding for an MBA.
Now? I'm still holding a day job, raising kids, and building Bareborn — because I know what it's like to be underestimated and feel alone in the struggle.
The journey has been, and still is, tough. But here's the deal: to all the driven men and women, the ones who get mocked, the ones who fight that voice in their head — screw that noise. We are the ones making a difference.
— Jozua, Founder
Stay unconquerable.
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