MALIN+GOETZ is a New York-founded modern apothecary that makes uncomplicated, high-performance skincare, fragrances and candles for all skin types. Started in 2004 by Matthew Malin and Andrew Goetz - a couple who met the beauty and design worlds head-on - the brand launched with six essentials gentle enough for Malin's own sensitive, reactive skin. Two decades later it is a cult grooming staple sold in dozens of countries, known for its grapefruit face cleanser, eucalyptus deodorant and its 19th-century-apothecary-inspired packaging.
Good Health Company, known by its flagship brand Mars by GHC, is a Hyderabad-based direct-to-consumer men's health and wellness platform founded in 2021 by Samarth Sindhi. It pairs free online doctor consultations with science-backed products across hair, beard, skin, sexual health, weight, and general wellness, then ships personalized treatment courses to customers' doors. A women's vertical, Saturn by GHC, extends the same full-stack model to female personal care.
Paula's Choice is a Seattle-based, research-backed skincare brand founded by consumer advocate Paula Begoun in 1995. Built on the radical idea that beauty should be judged by ingredients rather than marketing, the company sells fragrance-free, cruelty-free, science-driven products direct to consumers around the world. Its cult 2% BHA Liquid Exfoliant and a culture of ingredient transparency turned a self-published 'Cosmetics Cop' into a roughly $300M brand that Unilever acquired in 2021.