I started M4M for myself. Twenty years of testing products, trying out routines, some working, most not. I needed somewhere to hold myself accountable, to actually share what I had spent twenty years figuring out.

Then other guys started asking questions. Friends heard I was doing a newsletter and wanted to know my favorite products, my tips, what I actually use. Strangers on LinkedIn and Reddit were asking the same things. That's when I understood it wasn't just for me.

The beauty industry kept making the same assumption — guilt-tripping men into believing they wouldn't wear makeup. Instead of education and real understanding around artistry, brands told men products were invisible just to get them to try it. Diluting the real benefits before men ever had a chance to experience them. And learning to tailor any of it specifically for men was its own challenge. Men's skin is actually different.

M4M: Call of Beauty is the education and resource that should have existed a long time ago. Real conversations with professionals, practitioners, educators, and the people building this industry — so men, wherever they're starting from, can know what solutions are available to give them the best version of themselves.

Confidence did something specific for me. It stops you from auditing yourself. You stop thinking about how you're coming across and start actually engaging with the world in front of you. And what you attract changes entirely.

If you feel good, you look good. When you look good, you go out and do things you wouldn't have done otherwise. I hope what's here gives you what it gave me.