Adapt Officially Launches Male Grooming Brand 'Objet'

Media commerce company Adapt has launched a new cosmetics brand to capture the male grooming market.

Adapt Co., Ltd. (CEO Park Jeong-ha) announced in a press release on the 16th, “As the demand from male customers who want to take care of their skin continues to grow, we have newly launched the male grooming brand ‘OBGE.’”

OBGE is a male grooming specialty brand with a brand identity focused on developing optimal products that address various skin concerns of men. Reflecting the recent trend among men in their 20s and 30s where not only basic cosmetics like skin toner and lotion but also a wider lineup including concealers and foundations are being released, the first products launched include foundation, lip balm, and concealer.

The most eye-catching product is the OBGE Natural Cover Foundation. Unlike the cushion-type foundations commonly seen in the market, this foundation comes in a stick form. The Adapt marketing team in charge of the OBGE brand explained, “It was made in a stick form to address issues with cushion products, such as getting on the hands, uneven application on the skin, and caking.”

Additionally, it was designed to solve common concerns men often overlook or find inconvenient when caring for their skin, such as sun protection and natural tone-up, all at once. Generally, male skin has larger pores compared to female skin and is more prone to external irritation and wounds due to frequent shaving. The OBGE Natural Cover Foundation helps to naturally and brightly improve reddish skin tones to address these issues. Moreover, it absorbs quickly into the skin without caking or the characteristic shine after use, which is another advantage.

In particular, OBGE has enhanced product quality by introducing an ultra-fine brush. Adapt emphasized, “The ultra-fine brush provided with the OBGE Natural Cover Foundation is designed to fit the contours of the face, allowing for natural skin care, and it can be detached for washing and storage after use.”

They added, “Usually, men tend to avoid applying sunscreen, but the OBGE Natural Foundation includes moisturizing ingredients along with SPF 50+ functionality to perfectly block UV rays, addressing both skin tone and sun protection concerns at once.”

Meanwhile, besides the foundation product, the OBGE brand also launched the Thin Steel Concealer, designed for men who are concerned about acne and blemishes to easily cover their skin, and the ‘Mood Change Lip Balm,’ which offers moisturizing and natural coloring functions.

The Adapt marketing team stated, “All OBGE brand products are made not only for men who are interested in skin care but also for women to use together, and we hope to meet many customers in the male grooming market in the future to help solve their skin concerns.”