When I turned 35, I started reflecting on a question many men quietly ask themselves — how can I stay young, sharp, and confident as I age?
For me, that question turned into a passion. A mission, really. I wasn’t trying to fight age — I was trying to own it.
The Problem With Most Skincare and Anti-Aging Products for Men
My background has always been in marketing. I’ve spent over a decade understanding how people connect with brands, and more importantly, how they disconnect from them. So when it came to my own anti-aging routine, I approached it with the same level of curiosity and critique.
Between me and my brothers — including Owen, a doctor — health, fitness, and well-being were always part of our lifestyle. But when it came to skincare for men, the options were… lacking. Either:
- The products looked like they belonged to my girlfriend’s shelf.
- Or they were missing the most important active ingredients
I was using collagen powder in my smoothies, applying hyaluronic acid on my face, dropping resveratrol under my tongue, and still needing to slap on a sunscreen that felt like a greasy afterthought. Nothing felt cohesive. Nothing felt masculine. And worst of all — nothing felt complete.
Why Altra Was Born
I didn’t want to buy skincare from Mecca or Sephora. I didn’t want fluffy packaging or over-fragranced creams. I wanted something that:
- Looked clean, masculine, and elevated on my bathroom counter
- Travelled well — something I could throw in my gym bag or suitcase
- And most importantly — had serious anti-aging power
That’s when Altra was born.
With the right combination of clinically backed ingredients — like plant-based collagen, sodium hyaluronate, vitamin C, CoQ10, resveratrol, and more — you can actually slow the visible signs of aging.
We’re not talking about quick-fix gimmicks. We’re talking about science-backed results.
Because when you’re 70 and look 60, that’s a flex.
And trust me, that’s not luck — it’s routine.
