Hong Kong entrepreneur Miranda Tei has introduced an online platform for men’s skincare, Tonic Grooming, which delivers to Hong Kong and Singapore addresses.

Her aim is to simplify skincare for men, especially beginners who are confused by the range of skincare products available.

With solutions for almost every skin type, the website features products from more than two dozen brands including Bioderma, Clinique, LB Series, Murad and Paula’s Choice. There are also dermatological-grade brands such as Skinceuticals and SkinMedica.

Tei says she her aim was to streamline, simplify and customise the skincare shopping experience for men.

“Women’s purchasing decisions are influenced by magazines, social media, blogs and within their own communities, but men are different – they don’t talk to their friends about what to use for skincare, and don’t have a clear place to go to for advice,” she says.

Tonic Grooming will help them start taking care of their skin by suggesting suitable products. “Skincare doesn’t need to be complicated, and having good skin really goes a long way when it comes to having a positive self-image,” Tei says.

Orders are delivered within Hong Kong and to Singapore within one to three business days with no shipping fee. Users can also opt for subscription services depending on their usage levels and lifestyles with no minimum subscription period.

Customers begin their journey with Tonic Grooming by taking an online skin assessment to determine their needs. There are two assessment options…

The two-step: For users without specific skin issues or allergies, they first choose their age range and skin type before completing the assessment.

The detailed assessment: This is for users wanting to target a specific skin issue such as acne, eczema or even post-shave irritation.

After the assessment has been completed, Tonic Grooming suggests a kit that includes a cleanser, day moisturiser, moisturiser and exfoliant, with the option to upgrade to a Quintessential kit with extra steps, such as a toner and serum, for an advanced skincare regime. Each product is labelled with a number to indicate its sequence in the skincare regime.

A typical kit is priced from SGD200 (US$144) upwards, depending on the selection of products, and is expected to last for about three months. Gift cards are also available.