Act of Being has launched, claiming to be “America’s first 100% vegan men’s grooming and skincare brand.”

The packaging is stylish, with dark brown bottles and tubes that look luxe. The product lineup includes HP+ Daily Eye Cream, Brighten + Recover; HP+ Daily Face Wash; Cleanse + Detox; HP+ Grooming Oil, Shave + Condition; and 
HP+ Shave Cream, Protect + Hydrate. 

The brand says its high-performance formulations provide a unique blend of non-toxic ingredients made of Baobab, Coconut, Green Tea, Red Algae, Vegan Sodium Hyaluronate, and ‘clean science’ ingredients.

The founders of Act of Being are Paul Marino and Randy Cooperstone, who say they created the line “for the modern, active, ambitious man,” and its products “support healthy skin, wellbeing and life balance.”

Act of Being is also cruelty-free, and all products are designed, tested and made in the USA. The line is available on the brand’s website.