GOAT Athletes Look to Grooming as Their Next Conquest

PROFESSIONAL SPORTS HAVE long been tied to cyclical trends. Think the West Coast Offense in the NFL, the NBA’s three-point revolution, and the rise of analytics across every league. But the latest development for major American athletes has come from off the field, and has little to do with in-game performance.

Last year, in three consecutive months, three of the greatest of all time athletes (or GOATs) released new grooming or skincare brands. In March, The Rock (regarded by many as the greatest professional wrestler of all time, which I’m counting) launched Papatui with a wide-ranging selection of skincare essentials from body wash to deodorant; come April, LeBron James rolled out The Shop with seven barbershop-inspired go-tos like pomade and beard wash; in May, Kelly Slater released Freaks of Nature with a series of mineral sunscreens.

But far more notable than who is behind these brands is how effective they are; these MVPs put their names on the line, and the products actually work. They’re built for active guys by the most active guys, certainly, but also offer many benefits and uses beyond that for all lifestyles.

As a grooming editor, I am constantly testing new products, and these stand out among—and often above—established and storied brands. Over the past year, Papatui, Freaks of Nature, and The Shop have become mainstays in my grooming routine that’s admittedly difficult to infiltrate.

These aren’t the first grooming brands launched by former athletes, of course. In fact, Jake Paul’s more adolescent-focused W also hit shelves last June. A few years before that, Michael Strahan released his eponymous five-product skincare line. Kobe Bryant, ever the trailblazer, helped create Art of Sport skincare shortly before his death. Not to mention, David Beckham’s cologne has been running strong for nearly two decades.

These other brands offer decent products, albeit ones that are a bit generic and underwhelming. This is what makes this new trio of GOAT brands so exciting, as they have imprinted their Hall of Fame excellence onto beauty products, rather than simply their likeness.

SHOP KELLY SLATER’S FREAKS OF NATURE

Papatui’s toner is hands down the most renewing, hydrating facial tonic for $10 or less. The Shop’s streamlined beard and face wash, with its clean and exfoliating formula, is my go-to after a gym session when I’m short on time. The Freaks of Nature Peak Performance SPF 50 is one of the best mineral sunscreens I’ve used and the best sunscreen for working out—full stop.

However, one former athlete was ahead of these all-timers—and not by months, but years. In 2017, former professional snowboarder Nima Jalali launched Salt and Stone, a brand focused on natural and clean ingredients, and home to one of the best scented deodorants I’ve used. In fact, it smells good to the extent that I often wear it in lieu of cologne, something Jalali tells Men’s Health is a common refrain he hears from fans of the brand.

It’s fair to wonder what’s leading this recent trend of athletes looking to grooming as their next avenue to conquer. But the larger question is why, despite having far less experience in the field, these brands are surpassing other brands that have been developing grooming and skincare products for much, much longer.

Freaks of Nature

These products aren’t solely for active individuals, but they do reflect holes in the market that pros have long endured. “I’ve spent a lifetime chasing waves—I know firsthand how the sun can affect my health,” Kelly Slater tells Men’s Health. Jalali remembers early on in the development stage, when he would send out samples of the Salt and Stone deodorant to fellow athletes with the intention of seeing how it would hold up against the intense conditions athletes face. “For me, it was definitely never about a trend,” he said. “I was designing the products for myself and my friends that I couldn’t find in the market, and I’m glad it resonated with a lot of people.”

SHOP NIMA JALAI’S SALT AND STONE

Slater similarly started Freaks of Nature out of his own frustrations with available sunscreens. “I’ve lived in the sun and the elements my entire life,” he says, noting the countless other SPF products he’s tried, to varying degrees of success. As an environmental advocate, many sunscreens also pose a conundrum: protect skin with ingredients known to harm the environment by bleaching and harming coral reefs, or get burnt. “As a kid, I got burnt so many times I couldn’t count them.”

When he launched Freaks of Nature, it was important to Slater to ensure protection for both his skin, and the planet. “It’s always been challenging to find a product that’s not only clean for both my body and the environment, but also effective in protecting my skin and overall health,” he says. Of course, mineral sunscreens are widely available and eco-friendly, but most leave a white cast, and have thick formulas that run off from sweating or water.

Freaks of Nature’s Peak Performance doesn’t fall victim to any of these common pitfalls. It absorbs quickly and entirely into the skin without leaving a cast, and never runs into my eyes, no matter how sweaty I get (and I can perspire with the best of them).

As for how a surfer and snowboarder are able to devise such high-quality products, Jalali notes that these types of athletes have grown accustomed to trial and error, as they’re used to falling and getting back up when working on new tricks or moves. It’s a level of resilience that also helps take a product over the finish line, never settling for anything less than great when working with their teams to devise formulas. “Not everything is going to work the first time, but staying focused and continuously learning and improving what you’re doing takes you a long way,” he says.

Salt and Stone

Slater adds that part of this is also his dedication to detail. “Just like in surfing, you have to be patient, persistent, and willing to evolve,” he says. “And at the core, both surfing and skincare are about longevity—taking care of yourself, your body, and the environment so you can keep doing what you love for as long as possible.” It’s a winning mindset that seems to be a prerequisite for success in the sports world.

LeBron James created The Shop as an all-in-one seven-product line to specifically match the demands of being a professional athlete. It’s a streamlined offering meant to be grabbed when traveling or after the gym, so that your gains don’t come at the cost of skincare. In a recent interview with Men’s Health, he remembered often cleaning his face with nothing more than his game-worn jersey early in his career, and the damage it did to his skin. Part of why he started the brand was to help other men avoid making the same type of mistakes.

SHOP LEBRON JAMES’S GROOMING LINE

Athletes, especially at this level, are intensely process-oriented, always trying to find whatever small advantage they can. For Slater, creating an environmentally safe product that supports the skin’s microbiome, is reef-safe, and has the endurance needed to complement high-performing athletes, opened an opportunity in the way only all-time greats see it: as an obstacle to overcome. “I’ve challenged myself competitively my whole life, but this was a different kind of challenge,” he says.

But viewing every challenge as an opportunity for success creates a high bar. Ken Austin co-founded Papatui with The Rock, and points to the high standard Johnson holds himself and those around him to. Austin says that Johnson is involved in every aspect of development. It’s partly why Papatui took over three years to finalize their first products: Thoroughly researching, testing, and refining each item.

Austin believes this can be traced to how particular high-level athletes are about their health, not only in training but also in what they eat and drink. For folks who care so much about what they put into their bodies, it shouldn’t be a surprise that they’d also be meticulous about what goes onto their bodies. “Athletes are incredibly in tune with their bodies and their needs, especially when it comes to self-care and recovery,” Austin tells Men’s Health.

Papatui

There is another throughline between these brands: environmental responsibility. Papatui packages their products in at least 30 percent recycled plastic, while Freaks of Nature and Salt and Stone rely solely on clean and natural ingredients. “As someone who’s spent my entire life in the ocean, protecting it has always been important to me,” Slater says.

Jalali suggests this eco-friendly stance is true for a lot of athletes who have a connection with the environment. “Growing up in Los Angeles and spending so much time outdoors training, I’ve definitely always had a strong connection to the natural world,” he adds.

SHOP THE ROCK’S PAPATUI

This trend of athletes launching grooming brands comes at an apt moment, as there is a cultural push for returning to “traditional masculinity.” In a world where new domineering Joe Rogan-inspired podcasts are launching daily, Mark Zuckerberg calls to bring “masculine energy” back to the workplace, and men across the internet are arguing about how they could win a fight versus a 500 pound gorilla, actual male icons turning their attention to the beauty world—a historically female-oriented industry—could have a pacifying effect.

Austin says that part of Papatui’s appeal is that dudes have been watching The Rock on screen for nearly three decades now, and they trust his takes on life (so much so that many have pushed for a presidential run). “He can have a conversation with men in a way that is real and honest, and they appreciate that approach,” Austin says.

Jalali adds that this desire to open men up to skincare and beauty is a major reason why they always make their products unisex. “I hope we can get more men taking care of their skin and using better ingredients—that’s definitely part of our goal,” he says.

As Austin puts it, “Women’s brands are constantly evolving and focused on more effective ingredients, incredible fragrances, etc. So should men’s brands!” Brands like Papatui and The Shop are certainly reaching out a hand to men hesitant to skincare, as their products are deeply accessible and affordable. Outside of bundles, the most expensive Papatui product is $13, while every offering from The Shop is $10. Not to mention both have exclusive deals at budget retail chains, as The Shop is sold solely at Walmart and Papatui exclusively at Target.

There is, however, one major difference between reaching the highest peak in the sports world and the beauty world: “In competition, you know immediately if you’ve won or lost; with a brand, it takes time to see the impact and how people respond,” Slater says.

As these brands all begin to reach their year-one anniversaries, it’s clear that the products are legit. But now we’ll have to see if they have staying power, and can offer a similar legacy in the grooming industry to what their creators have left on the world of sports.

Shop Athlete Grooming Brands

Freaks of Nature Peak Performance SPF 50 Credit: joe lingeman

Freaks of Nature Deeper Dive Moisturizer Serum

Freaks of Nature Daily Defender SPF 30

Papatui Ageless Action Under Eye Patches

Papatu Rejuvenating Facial Toner

Papatui Ageless Action Facial Exfoliating Scrub

Papatui Take Better Care Bundle

Salt and Stone Hand Cream

Salt and Stone Deodorant TrioNow 10% Off

Salt and Stone Deluxe Body Duo

Salt and Stone Santal and VetiverDeodorant

Salt and Stone Body Lotion

The Shop Face WashNow 10% Off

The Shop Shave Cream Now 10% Off

Sean Zucker is the Grooming and Commerce Editor at Men’s Health. He brings over half a decade of experience covering health, wellness, and lifestyle. When Sean’s not writing about hair products, you can find him running for exercise, or toward the nearest food truck.