Actor Simon Rex is the face of Mox Skincare, which is relaunching with a recent strategy. 

“We met through a mutual friend a few yr ago, and I used to be just so struck by Simon’s charisma,” said Peter Murane, chief executive officer of Mox Skincare. “I’m like, ‘Oh my gosh, that is the person to make this category accessible.’”

Rex, who lives between Los Angeles and Joshua Tree, sees Mox Skincare as a chance to enter the wellness market. 

“I’ve been getting different corporations reaching out to wish to do some form of partnership, and I actually desired to do something on this space,” said Rex. “I desired to do something positive.…I feel there’s type of a shift happening straight away for men to care for themselves — physically obviously, their body, what they eat but skincare, too.“

He grew up around wellness practices, he said. He had lost the interest, busy traveling as an actor, but found it again. 

“Just a few years ago, around after I turned 40, I sort of went through that midlife existential dude, L.A. guy crisis,” Rex said. “I feel you sort of hit some extent where, a minimum of for myself, I had been sort of treating my body and life like a celebration and never taking good care of myself. Abruptly you hit that age and also you’ve got to make some changes since you don’t want to only keep living that lifestyle. So I began treating my body more like a temple and fewer like a roller coaster years ago.”

He was introduced to breath work in his younger years by his dad and commenced incorporating the practice, took up yoga and ice baths.

“The cliché stuff,” he said. “I’m sort of checking out what within the wellness world that we’re talking about is bulls–t and what isn’t, because identical to anything, I feel there’s a variety of bulls–t on the market underneath that umbrella of quote unquote wellness, right?”

He trusts what’s science-backed, and Mox Skincare is just that, he said. “I wanted something grounded and real. And I just began using the product on a regular basis, and I loved it. And I exploit it every single day and everybody’s all the time telling me how great my skin looks. So I’m sticking with it.”

Murane began Mox Skincare with business partner Ben Fuchs in 2017. 

“I became connected to a really, very well-known pharmacist and nutritionist in Boulder, Colo. with 40 years of formulating experience in skincare,” Murane said of Fuchs.

“He said, ‘I feel men need a system for his or her thicker skin that works on the cellular level.’ And I said, ‘Well, tell me more,’” he continued. “He said, ‘Well, most skincare is superficial in that it’s working on the surface layer. And I need, as a health care practitioner, to invent a system that works on the cell level and up regulates the cell by feeding it.’ So I used to be really intrigued, and we spent a good period of time creating the chemistry and the formulas for Mox. The very best technique to give it some thought is like taking your skin to the gym. It’s a nutrition platform that’s really nutrient-dense.”

Formulas, made in Boulder, don’t have added water and don’t use wax or oil, he said.

“There are not any preservatives, so as a substitute, there’s high doses of lipophilic or fat soluble vitamins like vitamins A, C, D, E and K after which minerals and natural moisturizers like squalane,” Murane added. “So he took out every part that was sort of improper with skincare, all of the inactive ingredients, and replaced them with high, high doses of activity. And the cells like it. The cells eat nutrients like food and after they’re healthy, they make higher skin.”

Mox Skincare launched as a unisex brand, direct-to-consumer and at Urban Outfitters. Their focus now’s on the lads’s market, eyeing retailers like Sephora and Ulta. They’re revamping the brand site. They usually’ve tapped Rex, known for his humor, to speak the brand message and resonate with consumers. 

“We did pretty much, however the market is so crowded now that brands should focus and our selection is to guide the lads’s skincare movement. And we predict we will try this with Simon and in addition with our chemistry advantage,” said Murane. “He’s in a position to open the door I feel for men to stop and think, and I feel [people are going to] love the content you’ll see when it starts to be released. Simon also has an appeal with women. And as you recognize, many, many skincare transactions for men occur by girlfriends or wives, and in consequence, we’ve got to think through not only retail environments where men shop, but in addition retail environments where women shop.” 

They provide a whole skincare routine, including a Peppermint Cleanser, Multinutrient Serum and Mineral Hydrating Mist. They’ve two recent products coming: a mineral sunscreen that’s reef protected and a pain relief and anti inflammatory balm. 

“Even just Mox and Rex,” said Rex, referencing the similarly of the words, “it’s just meant to be.”