Atwater Tag

Nearly a yr because it launched, Atwater is making its first category expansion. The reasonably priced men’s grooming brand founded by former Kiehl’s president Chris Salgardo is entering the nail category, launching a spread of 4 nail polish colours in dark hues of black, gray, green and blue that every retail for $20. The polishes shall be available for preorder on Tuesday. Salgardo explained the brand’s entry into the nail category felt natural as male customers have been more open to experimenting with grooming and sweetness products in recent times. “I felt prefer it was a category that men were accepting,” he explained, naming musicians like Harry Styles as some men who've been spearheading this movement. “It’s amazing, I’ll catch an interview and it...